How Welcome to Country is Shaping Australia’s World Cups

As Australia prepares to host another cycle of global tournaments, the First Nations practice of Welcome to Country is emerging as a defining feature of how the nation says hello to visiting fans and teams.

From local protocol to global spotlight

Welcome to Country is a cultural protocol in which a Traditional Owner or First Nations custodian formally welcomes visitors onto their land, often through spoken word, song, dance or ceremony. Publicly available guidance from Australian government agencies describes it as an act of respect that acknowledges the continuing connection of First Nations peoples to land and waters, and it is increasingly expected at major public events.

The practice has existed in various forms in Indigenous cultures for generations, but only entered mainstream national life in the late twentieth century. Historical accounts point to the 1970s as a turning point, when organisers of festivals and civic events began working with Aboriginal leaders to embed ceremonial welcomes into official programs. Over time, this developed into the contemporary format now seen before parliaments, concerts and international sporting fixtures.

Today, Welcome to Country is recommended for large gatherings that bring together visitors from different places, particularly those held on lands with strong ongoing cultural authority. For recurring events, protocols generally call for a formal Welcome to Country at the beginning of a tournament, with shorter acknowledgements of Country by hosts or presenters used on subsequent days.

For travellers, the ceremony is often a first encounter with First Nations culture on Australian soil. Its visibility at broadcast events means millions of viewers overseas also gain an introduction to the idea that every stadium and fan zone sits on a specific Country with its own custodians and stories.

Women’s World Cup 2023 made ceremony part of the matchday

The 2023 FIFA Women’s World Cup, co hosted by Australia and New Zealand, placed Indigenous cultural protocols at centre stage. Tournament documentation and match reports show that opening ceremonies in both countries included either a Welcome to Country or a Māori pōwhiri, alongside music and dance performances that highlighted local heritage.

In Australia, the tournament’s opening match in Sydney was preceded by a Welcome to Country on the pitch, broadcast to a global audience. Coverage from international and domestic outlets noted that it was the first time many viewers had encountered the ceremony in a World Cup setting, and some analysis published after the tournament observed that visitors and media frequently described these moments as distinctive features of the host nations’ hospitality.

The cultural framing extended beyond kick off. Fan festivals in Australian host cities programmed Indigenous performers, artists and food experiences alongside live match screenings. Government impact and legacy reports later highlighted the role of First Nations and Māori visibility in branding the event as unique, with references to Indigenous flags flown at venues and on screen and to storytelling initiatives that foregrounded women from local communities.

Not all coverage was uncritical. Domestic media and commentary drew attention to instances where broadcasters talked over parts of Welcome to Country introductions, sparking debate about respect and airtime. Yet follow up evaluations indicated that for many international visitors the presence of First Nations ceremony and symbolism at the tournament was among the most memorable aspects of their experience.

Rugby World Cup 2027 looks set to deepen First Nations focus

Australia’s next major global showcase will be the Men’s Rugby World Cup in 2027, a six week tournament scheduled across multiple states and territories. Tournament materials and travel trade briefings emphasise that the event aims to present a nationwide celebration of culture and heritage, and commercial hospitality programs built around the tournament are already advertising First Nations led experiences.

Promotional content connected to official travel packages describes offerings such as cultural insights sessions linking Indigenous traditions to contemporary sport and guided visits that frame landscapes, islands and wine regions through First Nations stories. Some host city campaigns are now routinely pairing place names with Traditional Owner references, positioning rugby fixtures as opportunities to visit both urban attractions and surrounding Country.

Local government documents show that regional councils are planning for visitor flows by working with Traditional Owner groups on Welcome to Country signage and ceremonial protocols ahead of the tournament. For cities and towns expecting an influx of rugby fans, aligning event branding with First Nations narratives is seen as a way to differentiate their destination in a crowded global sports tourism market.

While detailed matchday programs are still in development, sector commentary suggests that formal welcomes are likely to feature at opening ceremonies, key fixtures and fan events, continuing the pattern set at other high profile tournaments. Travel planners are also flagging opportunities to include cultural experiences either side of game days, potentially extending visitor stays.

Tourism opportunities and contested reception

The growing prominence of Welcome to Country at sporting mega events is creating both opportunities and tension for tourism. On one hand, destination marketing bodies increasingly promote the ceremony as part of a broader suite of First Nations experiences, alongside guided walks, art centres, food tours and stargazing. Evaluations of recent tournaments in Australia and New Zealand point to significant international media exposure, with Indigenous culture featuring prominently in imagery and storytelling that supports long term visitation.

For operators and communities, this visibility can translate into demand for locally designed tours and products. Some First Nations organisations involved in football and rugby have publicly pointed to global events as platforms for youth programs, leadership development and cultural education, with ceremonies acting as formal acknowledgements that reinforce deeper partnerships off the field.

At the same time, public debate within Australia has intensified as Welcome to Country becomes more frequent at civic ceremonies, entertainment events and sporting fixtures. Opinion polling reported by domestic media outlets indicates that while many respondents see the practice as a positive recognition of First Nations peoples, others question its frequency or argue that it can feel tokenistic if not accompanied by substantive action on issues such as health, housing and representation.

Recent coverage of booing incidents during Welcome to Country segments at non sporting events highlighted how ceremonies can become flashpoints in wider cultural and political discussions. Commentators across the spectrum have argued variously that such reactions reflect broader anxieties about national identity, or that they illustrate misunderstandings about what the phrase “Country” signifies in an Indigenous context.

Against this backdrop, tourism and events organisations planning for the Rugby World Cup and other future tournaments are under pressure to approach Welcome to Country with care. Industry guidance increasingly stresses collaboration with Traditional Owners, fair remuneration for cultural work and clear communication with visitors about the meaning and importance of these protocols.

What global fans can expect in the years ahead

For travellers considering a trip to Australia for upcoming World Cups or other major tournaments, Welcome to Country is likely to be a recurring feature of the experience. Visitors can expect to encounter formal welcomes at marquee matches and opening ceremonies, shorter acknowledgements at community events, and explanatory material in programs and at venues outlining the cultural significance of the practice.

Travel agencies and tour operators are beginning to build itineraries that start or end with a local cultural welcome, particularly in regions where Traditional Owners are directly involved in tourism enterprises. Some packages linked to the 2027 rugby tournament promote extended stays that weave together live sport, visits to coastal and outback landscapes and time with First Nations guides, positioning ceremony as an entry point to deeper engagement.

Observers of past events suggest that interest from international fans is strongest when welcomes feel locally grounded, concise and clearly connected to the surrounding place. As organisers refine formats in response to feedback, there are signs that future ceremonies may place more emphasis on language, story and performance from the specific Nation on whose Country a stadium sits.

For Australia’s tourism industry, the evolution of Welcome to Country at World Cups represents both an obligation and an opportunity. The obligation lies in ensuring that cultural protocols are led by the communities to whom they belong. The opportunity is to share those protocols in ways that help visitors understand that every match, concert or festival is taking place on living Country, with histories and custodians that predate the stadium lights.