A thong blow-out is something to be avoided. But half way down a muddy escarpment with a fifty metre drop below you, it has the potential to make an adventure holiday a whole lot more adventurous. The ravine down which I was heading, along with twelve other plucky souls, runs along a cove on Norfolk Island’s western coast and leads steeply down to the rocky waters edge.
After thirty minutes of harsh bush walking and clambering over rocks surprisingly sharp considering the ferocity with which the South Pacific crashes into the side of this little island, and we reach our kayaks. The adventure had only just begun.
The same could be said about Norfolk Island itself. A self-governing part of Australia, the former independent British colony is now desperate to carve itself a niche as an adventure holiday destination.
But Norfolk Island has a problem: Most Australian associate the island, which lies geographically closer to New Zealand in the Tasman Sea, with retired holidaymakers, sedate pursuits and a distinctly slower pace of life. Meanwhile, with the exception of our cousins across the ditch, few people from the rest of the world even know of its existence. Our Korean kayak instructor Seongbae says he expected to end up in the Whitsundays when he responded to a job advert to work on an “Australian South Pacific island” and says his mail frequently goes via to the UK county of Norfolk. The island’s tourism minister Geoff Gardner, who was once its chief minister, says in the few international organisations in which Norfolk Island is represented independently, many confuse the Norfolk pine tree on its flag with Lebanon’s cedar tree flag.
Until the unlikely event that overseas tourists start flocking to this rocky outpost of Australia, it is domestic tourists the island is chasing and it is throwing some serious weight behind efforts to do so.
The East Germans have proved there is a niche for nostalgia tourism- towns in the former Soviet Bloc part of Germany have shops stocked with old communist-era brands and Trabant tours around Berlin do a roaring trade among those hankering for the comforts of the days under Uncle Joe Stalin’s careful guiding hand.
But despite being steeped in 1950s charm - the island-wide speed limit is 50km/h; the shops close Wednesday afternoons, all weekend and for lunch; and social life revolves around either the bowling or Returned and Services League clubs – nostalgia is not a market Norfolk wants to court. Chiefly because it does not need to: .current visitor numbers show that people over 56 account for over half of all visitors, many of whom come back year after year, staying in favourite rooms in favourite guesthouses. “We don’t take their business for granted,” says Gardner, “but we need to chase other markets”. There is an ambitious target to double tourism over the next five years and younger people are central to this, he adds.
Increasing visitor numbers is the island’s number one priority as occupancy ran at below 50 per cent for much of last year on arrivals of 40,000 visitors.
The priority is partly political: The former federal government threatened to take away the island’s external territory status that gives it autonomy within Australia. It has its own customs and immigration procedures, its own stamps and its own goods and service tax, but uses the Australian dollar and is protected by Australia. Its precise status is disputed by islanders, many of whom maintain the island’s independence, granted by Queen Victoria, was robbed by the Australian government in the late nineteenth century and has been eroded ever since.
Most recently, a plan to merge Norfolk Island into either New South Wales or the Australian Capital Territory galvanised islanders into a plan for self-reliance, to combat Canberra’s claim of subsidies. Having failed in several agricultural endeavours and not having been granted access to either fishing or potential oil revenues from its territorial waters, tourism is one area the island can earn money from, Gardner says. “We need to refute the Commonwealth [Joint Standing Committee on the National Capital and External Territories] report saying we’d go broke due to a failing tourism industry,” he adds.
While the beauty of the island is undeniable; its rugged coastline plunges into the South Pacific, while on land the ubiquitous pine tree punctuates the lush rolling hills at almost monotonous regularity. There are clearly other attractions, too: its unique culture and language, fashioned from Pitcairn Islanders and their Tahitian concubines brings the curious, while low-tax shopping clearly has its appeal. But even given this, Norfolk Island has to compete with other destinations, mostly domestic Australia, for its tourists. There are equally safe places to go with equal if not better attractions in every state and territory. The main problem, the Norfolk government found, was air links.