While there is considerable interest in Indigenous Cultural Tourism (ICT) in southeastern Australia the extent to which the public is actually exposed to information on ICT products remained unknown. To assess the frequency of information provided, a range of Australian newspapers, magazines and television shows was examined for ICT content. Covering the period 2003—04, the study found that Australian tourism products were well covered with on average one item per issue/ show. On the other hand, ICT products figured only once in every 25 newspaper issues and once in every 13—14 magazine issues/television shows. Compounding that low representation, the study found that ICT products located in the Northern Territory dominate the media coverage at the expense of local and in-state products. The study concludes that current approaches are not working and that the industry should engage in the strategic hosting of visiting journalist programs and media familiarization events

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