The State Library of Western Australia launches Hello, this is Sam Lovell, an exhibition celebrating the exceptional life journey and significant contributions of Sam Lovell OAM, a trailblazer in Indigenous tourism and a respected Kimberley icon.
The project was led by the State Library of Western Australia as has been highly collaborative with in-depth consultation and leadership from Lovell and the two exhibition curators, Bart Pigram and Sarah Yu. In addition, First Nations organisations have collaborated with the exhibition design by Nani Creative and support for the launch event from WAITOC, while Garlett Group had the pleasure of assisting with the project communications.
The exhibition is a deep dive into his extraordinary life amidst the backdrop of policy positions which are no longer acceptable today, his profound impact establishing Aboriginal tourism, groundbreaking community development, and preserving Aboriginal cultural heritage.
Sam Lovell, known as ‘Mr Kimberley’ and often regarded as the ‘father of Aboriginal tourism in Western Australia,’ has dedicated his life to opening doors for Aboriginal people in the tourism industry. His work has inspired generations, highlighting the significance of Aboriginal knowledge, storytelling, and connection to Country in shaping Australia’s tourism landscape.
The Hello, this is Sam Lovell exhibition features an exclusive never-seen collection of photographs, memorabilia and firsthand accounts of Sam’s adventures, from his early days as a stockman to his pioneering role in outback tourism. Visitors will have the opportunity to immerse themselves in his legacy, learning about his invaluable contributions to Aboriginal enterprise and cultural preservation.
A Strong Legacy of Cultural Preservation and Storytelling
Sam Lovell was born in 1933 and has lived a life of adventure, resilience and service to his community. His early days included working as a stockman in remote areas of Western Australia. His photographs from the time provide a rare insight into the establishment of the pastoral industry from an Indigenous perspective. He later became one of the first Indigenous Australians to establish a tourism enterprise promoting Aboriginal culture, offering visitors authentic immersive experiences in the Kimberley region.
Over the years, Lovell has played a crucial role in promoting Indigenous tourism, guiding countless visitors through Australia’s rugged landscapes and sharing his intimate knowledge of the land, stories and peoples. His passion for storytelling has been instrumental in preserving Indigenous heritage, ensuring that traditional knowledge is passed down through generations.
His contributions have been recognised nationally, with Lovell receiving the Order of Australia Medal (OAM) in 2003 for his services to tourism and Indigenous affairs. His impact extends far beyond his business ventures; he has also worked tirelessly to mentor and support emerging Indigenous tourism operators, helping them establish sustainable businesses that celebrate Aboriginal culture.
The Future of Indigenous Tourism in Western Australia
Sam Lovell’s influence continues to shape the Indigenous tourism sector, inspiring new generations to embrace and share their cultural heritage with the world. His work has
paved the way for greater recognition of Aboriginal-led tourism ventures, encouraging more Aboriginal peoples to take leadership roles in the industry.
Organisations such as Tourism Western Australia and the Western Australian Indigenous Tourism Operators Council (WAITOC), of which Sam is a Patron, have built upon Lovell’s
foundation, expanding opportunities for Indigenous tourism operators and ensuring that their voices and businesses continue to thrive.
This exhibition serves as a testament to Lovell’s enduring impact, not only celebrating his past achievements but also looking toward the future of Indigenous tourism. It is a call to action for visitors, politicians and industry leaders to support Aboriginal tourism initiatives and recognise their role in shaping a more inclusive and culturally rich tourism industry.
The State and Federal governments recently committed $6 million to expand Indigenous tourism across Western Australia.
Hello, this is Sam Lovell is open to the public at the State Library of Western Australia until Thursday 31 July 2025. Admission is free, and all are encouraged to visit and engage with this inspiring tribute to one of Western Australia’s most influential figures.