Influencers slammed for their brand trip to Uluru as they are accused of breaking one big rule and using the sacred site as a ‘prop’ – as Indigenous woman rushes to their defence

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Several Aussie influencers have come under fire after they went on a sponsored trip to Uluru.

The individuals Bella Messina, Alyssa Jane, Jessica Thoday, Tyra Brooke, Ella Victoria, and Lily April Rose received an invitation from Explore Uluru to journey through the Northern Territory. Subsequently, they posted a collection of pictures from their excursion on various social media platforms.

The women are facing backlash for treating the sacred site as a backdrop and ‘prop’ for content.  

In simpler terms, this statement means, ‘They are not showing due regard or honor for the Elders, the land, traditions, or culture… Uluru is not just a source of content for you. Show some respect to the local people, show some respect to the land,’ one individual wrote on Reddit.

On our current journey, the individuals labeled as influencers have shown an alarming lack of consideration, failing to contribute or share anything. On my own visit to Uluru, I was profoundly moved spiritually and cherished the interactions with the local community where we exchanged stories and wisdom.

One person concurred, stating that Uluru should not be perceived as a backdrop for photographs by white women; rather, it is considered sacred ground. The campaign in question, however, appears to show a lack of sensitivity and understanding towards its significance.

A comment was made about some women, who were privileged and white, being invited on an exclusive tour to a site of profound cultural importance within the nation.

Another questioned Alyssa about the footage she posted of Uluru on social media. 

uluru, also referred to as ayers rock, carries deep cultural significance for the local indigenous group, the anangu, making it a place of great sensitivity due to its spiritual importance to them.

At Uluru and Kata Tjuta, visitors must adhere to stringent media rules, including when posting pictures on their personal social media platforms.

Large portions of this rock are forbidden from being photographed, whereas certain sections necessitate obtaining a permit. Violations can result in fines exceeding $5,000.

They suggested that it’s important to verify which parts of Uluru are permitted to film, as some areas may be off-limits according to the elders’ wishes.

Alyssa justified her actions by stating that she supplied all the influencers with details about what they were allowed to record.

She confirmed her agreement, stating that they received a comprehensive one-hour briefing about what was and wasn’t allowed to be recorded. Afterward, they submitted videos like the current one for approval to safeguard confidential areas and maintain privacy.

One Native woman quickly stepped forward in their support, stating that all the recorded footage had been given approval by the Media Office within the United Kingdom Taranaki Whanui Conservation Trust (UKTNP).

In her Facebook post, the woman expressed her thought that since the objective was to increase tourism in the region, it’s likely that the influencers who were invited were specifically chosen to appeal to a specific group of people.

Before sharing content they’ve captured, everyone should be aware that the UKTNP Media Office must review all footage thoroughly and grant approval before it can be posted.”

This version of the sentence conveys the same information as the original but in a more natural and easily understandable way. The wording is simpler, and the structure is clearer, making it easier for readers to grasp the meaning quickly. Additionally, I replaced “Everyone has had a go at what they haven’t posted” with “Before sharing content they’ve captured,” which makes the sentence more direct and concise while maintaining the same meaning.

‘This can take days to complete considering how many influencers are on the trip.

‘The footage they shared could likely be approved, as it was taken in locations considered safe for filming.’

Three months following their outback expedition, an Australian duo found themselves instructed to erase their Uluru travel videos and social media posts, as per recent reports.

Britt Cromie and her husband Tim, digital travel journalists, informed their audience that they were unaware of the stringent media rules applicable at Uluru and Kata Tjuta, even for tourists posting pictures on personal social media accounts.

In an open Instagram video, Britt shared that they received a surprising, extensive email detailing up to 20 potential issues related to their YouTube videos and Instagram posts.

She clarified that it is necessary to obtain a permit, regardless if you’re a content creator handling brand partnerships, or simply sharing your personal social media posts.

‘We weren’t aware about that.’

To capture content within the Uluru-Kata Tjuta National Park, it’s necessary to obtain a photo permit. The cost is set at $20 per day for commercial photography, while daily filming permits are priced at $250.

Additionally, it’s necessary for every visitor to purchase a park admission ticket, costing $38 per adult for a three-day stay.

After returning from their trip, the couple submitted an application for a permit. However, they were informed several months later that significant parts of their submission violated the rules, even though they had previously removed footage featuring sacred sites.

According to Parks Australia, many parts of Uluru and Kata Tjuta are culturally sensitive.

‘Uluṟu and Kata Tjuṯa have a number of culturally sensitive sites,’ the Uluru website states.

In my perspective, these sites’ rock formations and characteristics hold the same reverence as holy texts do for the Aṉangu people. They encapsulate essential cultural knowledge that is meant to be respected, preserved, and understood within their native surroundings and among those who are duly authorized.

To maintain privacy and respect, please avoid capturing photographs of areas that are considered confidential or sensitive. These images should not be shared beyond the designated locations.

Since October 2019, it’s no longer allowed to climb Uluru, as the Uluru-Kata Tjuta National Park Board unanimously decided to end this activity following the requests of the Anangu Traditional Landowners.

Currently, those who choose to ascend now stand to be penalized over $10,000. The initial legal action was taken against Simon Day, a 44-year-old resident of Victoria, in 2022, when he was fined $2,500 for illegally scaling the hallowed location without permission.

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2025-09-01 06:50