Inspiration often comes from unexpected places. For Emmalene Richards, a single word from her native Barngarla language sparked a journey to create her own cultural consultancy, arts and tourism business. This word, Maba Idi (which means “to Create”), wasn't just a name but a beacon guiding her toward a passion. When it became available to use as a business name, coinciding perfectly with the launch of her first cruise ship tour, it felt like destiny. 

Her business is a Cultural Service that encompasses cultural consultancy, education and training, tourism, cultural tours, art and design. As a woman with deep cultural connections to the Barngarla people among other First Nations groups, she brings a rich, diverse perspective to her work. While managing responsibilities as a mother and grandmother, she has poured resilience and determination into building this business. 

Language and storytelling are at the heart of her tours. She realized that cultural tours should not just relay historical facts but also engage visitors with dynamic narratives. The term "storyteller" transformed her approach, making the experience more relatable and engaging. 

Effective communication is crucial. Workshops with Digital X and IBA taught her the importance of concise messaging, especially in marketing. This skill helps capture the essence of her services in a few sentences, drawing people in and piquing their interest. 

Today's tourists seek experiences beyond dry historical lectures. They want to connect with the stories and people behind the places they visit. This shift towards engaging and visually appealing content is evident across various sectors, including academia. The focus is now on key points and visual aids, rather than lengthy documents, highlighting the need to adapt to contemporary communication preferences. 

One of the most compelling aspects of her tours is sharing untold stories. Documented history often excludes the rich narratives of local Aboriginal people. There is a vast repository of stories within these communities that remain unheard or incorrectly told and from only the settlers or explorers’ point of view, the maba idi cultural tours provide the storytelling from the Aboriginal perspective and highlights truth telling of the Eyre Peninsula. Preserving these stories honours their heritage and ensures it is passed on to future generations. 

Despite the richness of Aboriginal culture, integrating it into mainstream tourism faces resistance. Some fear that Aboriginal tourism might overshadow existing attractions or can create guilt from how the area was settled this is not what the tours deliver, positive responses have been how the presentation and stories told starts at the beginning and takes you on a journey of sharing country, resources, knowledges and the process of early partnerships, reconciliation and potential for the communities future sharing both sides of history to create better understanding for all. Addressing this gap involves recognizing the value of cultural tourism and ensuring it is included in broader tourism strategies. 

The South Australian voice and community leaders could advocate for more funding and support for cultural tourism, education, and training. Better cultural education and awareness are essential for meaningful collaboration and real change.  

Starting a business is about perseverance and finding the right support, addressing a need and developing a successful product. The name Maba Idi was a long-held dream realized with the help of Untamed Escapes led by owner Craig Haslam who partners with Emmalene Richards as the tourism operator that supports her tours with transport and required tourism logistics. Untamed Escapes has been amazing in providing support and knowledge of the tourism industry throughout the past few years but also sees the challenges of first nations tourism business establishment. However, accessing support for Aboriginal businesses remains challenging and there are barriers of available training and cultural product development. There is also a need for more inclusive and accessible funding opportunities, particularly in the areas of Aboriginal heritage and culture, the many ways of how country can be shared through tourism and the benefits and opportunities cultural tourism can create.  

Emmalene believes that cultural tourism can open many pathways in the industry and provide community with a sense of pride and purpose, her vision to create opportunities in training, mentoring, and supporting young people with career development in tourism and this a major part of why she chose cultural tourism as a business “Cultural Tourism can create a ripple effect of change in families and community, it can give people a sense of pride and purpose sharing their connections, embracing their identity, learning and sharing cultural knowledges on country it can support personal growth,  self-confidence, wellness and can create cultural leaders, cultural tourism can be a tool for contemporary cultural education, the potential in tourism is unlimited”. Emmalene explains, “finally it is happening cultural tourism on the Eyre Peninsula, it’s always been a challenge in the past for many reasons but its finally happening”.  

Establishing Maba Idi has been about overcoming obstacles and advocating for greater recognition of Aboriginal heritage and culture in the industry. The goal is to create spaces that celebrate and preserve Aboriginal culture, enriching the tourism experience for all. By fostering a deeper understanding and appreciation of Aboriginal culture, it is possible to ensure these stories are told and the local heritage is honoured, and cultural knowledge continues to be shared and maintained now and for many future generations to come, tourism plays an important part in keeping community connected to land, sea, waters and keeping the ancient cultures of Australia alive.