COVID-19 credited with rising interest in Indigenous cultural awareness and tourism WedWednesday 10 Former Tourism Australia CEO John Morse with members of the Burarrwanga family in Arnhem Land. ( Print text only Cancel The COVID-19 pandemic and its subsequent increase in domestic travel is being credited with bringing Indigenous history and culture to the fore. Key points: Tourism expert John Morse says Australians are becoming more interested in Indigenous tourism Mr Morse credits the COVID-19 pandemic and the rise in domestic tourism for the cultural shift Indigenous culture and the environment have been the focus for a tourism rebrand in Bellingen Former Tourism Australia CEO John Morse AM now works with a number of organisations, including Indigenous communities in the Northern Territory.