Getting close to a national icon: an examination of the involvement of the koala (Phascolarctos cinereus) in Australian tourism

Abstract

Animal-based experiences are a significant feature of the attractions profile of many tourist destinations. The koala is an iconic species that plays an important role in Australian tourism, both symbolically and materially. Due to the species being endemic to Australia and its human baby-like qualities together with numerous and long-standing representations in popular culture, the koala has become an integral component of Australia’s destination identity and subsequently deployed by government and industry bodies to promote Australia as an international tourist destination. The koala continues to play a major role in a variety of tourist experiences, with captive presentations the predominant form of contemporary koala-based tourism. Drawing on Beardsworth and Bryman’s (2001) four modes of engagement with wild animals and utilising a historical and socio-cultural analytical approach, the paper examines the involvement of the koala in tourism through (i) representation via texts and images, (ii) presentation through captive exhibits, (iii) quasification through museum exhibits, souvenirs and koala sculpture trails and (iv) encounters in the wild. Anthropomorphic renderings of the koala appear to have been important in the construction of the koala as a tourist attraction as well as in its continued symbolic and material involvement in tourism.