What was meant to be a scenic, brand-backed trip to one of Australia’s most iconic landmarks has quickly turned into a storm of online criticism.
Several Aussie influencers visiting Uluru have found themselves at the center of a cultural debate after sharing photos and videos from their sponsored journey.
Bella Messina, Alyssa Jane, Jessica Thoday, Tyra Brooke, Ella Victoria, and Lily April Rose were invited by Explore Uluru to showcase the Northern Territory, but their social media posts have drawn backlash for treating the sacred site as little more than a backdrop for content.
Social Media Users Condemn the Trip
Many commenters on Reddit and other platforms accused the influencers of ignoring the spiritual and cultural significance of the land.
“They’re not paying respects to Elders, land, lore, or culture… Uluru is not your content farm.
Respect the mob, respect the land,” one person wrote.
Another user shared their own experience: “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.”
Others were equally critical. “Uluru isn’t a prop for white girls — it’s sacred land.
This campaign is actually disrespectful and ignorant,” one Redditor commented.
Another added, “Privileged white women taken on a brand trip to one of the most culturally significant places in the entire country.”
Cultural Sensitivity and Strict Guidelines
Uluru, also known as Ayers Rock, holds deep spiritual significance for the Aboriginal Anangu people.
To protect this sacred land, strict media guidelines govern photography and filming at Uluru and Kata Tjuta.
Large sections of the rock are off-limits to photography, while filming in other areas requires permits.
Violating these rules can result in fines exceeding $5,000.
One Reddit user warned, “Maybe before filming Uluru, check on which part can be filmed — the elders don’t allow certain sections to be filmed.”
Influencers Defend Themselves
Alyssa Jane responded to criticism by explaining that the group had received thorough guidance on what was appropriate to film.
“Yes, we had an hour-long briefing to learn what could and couldn’t be filmed.
All videos were submitted for approval to ensure sacred areas remained private,” she said.
An Indigenous woman also defended the influencers, noting that all footage would have been approved by the Media Office of Uluru–Kata Tjuta National Park (UKTNP) before being shared.
She explained that much of the criticism stems from misunderstanding the approval process, which can take several days for multiple influencers, and that posted content only included areas deemed safe for filming.
Stricter Rules Highlighted by Other Tourists
The controversy comes shortly after Australian couple Britt and Tim Cromie revealed they were ordered to delete Uluru content months after their trip.
As travel bloggers, they were unaware of strict media regulations, even for personal social media posts.
Britt explained on Instagram, “You have to apply for a permit, whether you’re a content creator, doing brand deals, or just posting personal socials. We weren’t aware of that.”
Permits cost $20 per day for commercial photography or $250 per day for filming, on top of a park entry fee of $38 per adult for three days.
Even after applying for permits post-trip, they were told parts of their content breached rules, despite avoiding sacred sites.
Preserving Sacred Sites
Parks Australia emphasizes the cultural sensitivity of Uluru and Kata Tjuta, describing the rock formations as equivalent to sacred scripture for the Anangu.
“The rock details and features at these sites… should only be viewed in their original location and by specific people.
It is inappropriate for images of sensitive sites to be viewed elsewhere,” the Uluru website states.
Climbing Uluru has been permanently banned since October 2019, following a unanimous decision by the Uluru–Kata Tjuta National Park board to honor the wishes of the Anangu Traditional Owners.
Offenders face fines exceeding $10,000, with the first recorded prosecution in 2022 when Simon Day from Victoria was fined $2,500.
