Six influencers went on a trip to Uluru and totally missed the point

Six Australian influencers thought they were on the trip of a lifetime, but they’ve found themselves at the centre of a social media storm.

Bella Messina, Alyssa Jane, Jessica Thoday, Tyra Brooke, Ella Victoria and Lily April Rose were invited by Explore Uluru to visit the Northern Territory’s most iconic landmark.

After sharing a series of photos and videos on Instagram, the group has been accused of reducing the sacred site to a ‘prop’ for content.

Uluru – previously known by its colonial name, Ayers Rock – is far more than a sandstone monolith.

To the Aṉangu people, who are its Traditional Custodians, it’s a place of deep cultural and spiritual significance. 

Visitors are welcome to experience Uluru by walking the base track, joining tours, and learning about Tjukurpa (Aṉangu law and creation stories).

However, there are strict guidelines around photography and filming. Certain areas are off-limits to cameras, and Parks Australia asks tourists to get permission before using Uluru imagery for commercial purposes.

That’s partly why the influencers’ sponsored trip has touched a nerve. 

On Reddit, the condemndation came fast and furious.

One critic wrote: ‘Nothing says “respect for culture” like turning a sacred site into your personal backdrop…people fought for decades for climbing to be banned, and it was only in 2019 that the disrespect stopped being commercialised.’

For decades, tourists were asked not to climb the monolith, a request that was finally formalised in 2019 when climbing was permanently banned.

Another person added: ‘I’ve seen other influencer trips to Uluru in the past, and they were all so respectful – sharing information and showing respect for the country. In contrast, the influencers on this trip have been so disrespectful, not sharing anything!

‘When I visited Uluru, I felt deeply touched spiritually and loved having conversations with the local community to learn from their experiences and teachings.’

Visiting Uluru isn’t exactly cheap. Entry to Uluru-Kata Tjuta National Park is $38 per adult for a three-day pass, while guided cultural experiences usually cost extra.

For most, the value lies in connecting with Aṉangu knowledge and traditions – not just snapping selfies.

What are the media guidelines at Uluru? 

Visitors are welcome to take photos and videos for personal use, but there are strict cultural protocols around where cameras can be used. Sensitive sites are strictly off-limits.

For commercial filming, photography, or promotional content – whether for tourism campaigns, advertising, or influencer work – a permit from Parks Australia is required.

Drones are also banned outright under federal law. 

Costs include $20 per day for photography, $250 per day for filming, plus the $38 park entry fee. Fines of more than $5,000 apply for breaching the rules, and more than $10,000 for those who try to climb the rock. 

At the heart of these rules is respect for the Aṉangu people. In the foreword to the official media guidelines, they explain:

‘This is Aṉangu land and we welcome you here to film, write stories and take photos. Look around and learn so that you can know something about Aṉangu and understand that Aṉangu culture is strong and really important. 

‘We want you to pass this on through your filming, writing and photographs so that visitors learn about our place and listen to us Aṉangu. However, stay on the right path and don’t stray.’

The Uluru website also has clear information: ‘The rock details and features at these sites are equivalent to sacred scripture for Aṉangu. They describe culturally important information and should only be viewed in their original location and by specific people.’

While the influencers have faced heavy criticism for allegedly ignoring Uluru’s rules and cultural significance, some have come to their defence.

Alyssa Jane, one of the women on the trip, pushed back, explaining that the group had been fully briefed before creating content.

‘We had an hour-long briefing to learn what could and couldn’t be filmed, and then we sent videos such as this one off for approval to ensure sacred areas remain private,’ she wrote.

Backing her up, an Indigenous woman pointed out that nothing would have made it online without official approval from Uluru-Kata Tjuta National Park’s Media Office. 

As she put it on Facebook: ‘Considering the goal is to boost tourism in the area, I am guessing the influencers that were invited on this particular occasion are what the company needed to reach a certain demographic. 

‘Everyone has had a go at what they haven’t posted, not understanding that the Media Office of UKTNP has to go through every little bit of footage they have shot and give approval, prior to them posting. What they have posted would have been cleared easily because they are filmed in areas that are deemed safe to capture the footage.’

Others asked why anyone was surprised by the glut of content the group had shared. As one person wrote: ‘You invite an influencer, then get mad when they do influencer things?’

Controversy over Uluru-Kata Tjuta National Park is nothing new. 

Aussie travel couple Britt and Tim Cromie were forced to delete Instagram and YouTube content after breaching the park’s media rules.

They told followers they were unaware of the guidelines and were shocked when Parks Australia emailed them a list of up to 20 potential offences found in their posts.