Budget 2016 continues the Northern Territory Government’s focus on tourism as a key driver of the NT economy.
The Government has invested an extra $24 million in tourism marketing and strategic product initiatives over the past three Budgets to help reverse a ten-year decline in visitor numbers.
This increased investment is paying off with tourism spend in the Territory hitting $2 billion last year – a six year high.
The Territory remains on track to reach our target of a $2.2 billion visitor economy by 2020 if current growth continues and Budget 2016 will ensure this momentum continues.
Tourism NT has received significant funding from the Government for 2016-17 with an overall budget of $51.135 million, compared to an estimate of $49.583 million in 2015-16. This includes a further year of additional funding of $8 million for tourism marketing and aviation initiatives.
Domestic marketing efforts will be focused on providing consumers with more reasons to Do the NT and “book now”. Tourism NT will continue to work with key partners to ensure NT holiday packages are in front of consumers and promote individual, customised itineraries through new trends in digital media.
Budget 2016 aims to build on the Northern Territory’s tourism strengths such as military, pioneering and Chinese heritage, outback, nature and Indigenous culture.
Internationally, marketing efforts will see ongoing emphasis on digital promotion of “Australia’s Outback” across a range of countries aligned with two major phases of activity per year.
Engagement in high growth potential markets like China will also be increased with efforts continuing by the Northern Territory Government to secure a new direct air service between China and Darwin to help achieve our 2020 target of attracting 30,000 Chinese visitors a year to the NT.
Budget 2016 will also assist the development of new and improved tourism products as a result of the Tourism Infrastructure Development Fund.
Tourism NT will continue to work closely with industry to maximise investment and achieve the target of a $2.2 billion visitor economy by 2020.
$29 million to market the Territory as a holiday destination internationally and interstate including cooperative activity with airlines, travel trade and other partners, public relations, trade training and consumer activity. This also includes:
$1.5 million for ongoing sponsorships with key sporting and consumer brands;
$1 million for marketing activity targeting youth and working holiday makers;
$0.5 million for a new whole of destination website, northernterritory.com;
$0.5 million to continue the Million Dollar Fish campaign for a further year; and
$0.25 million to take tourism operators to key trade events domestically and overseas such as ITB Berlin, ATE, NT Muster, Conventions Walkabout, AIME and caravan and camping shows, such as Backpack the Outback.
$5 million as part of the Territory Government’s Boosting our Economy package to supplement the Tourism Infrastructure Development Fund
to Regional Tourist Organisations and Visitor Information Centres to continue the provision of regional marketing and visitor information services across the Territory
$1 million for strategic product initiatives that build on the Territory’s tourism destinational strengths and contribute to achieving Tourism Vision 2020 outcomes
$2 million for business events with a focus on conferences, corporate incentive marketing and a branding campaign for Darwin and Alice Springs
$0.78 million as part of the Commonwealth’s Tourism Demand Driver Infrastructure program
$0.5 million towards expanding a tourism Wi Fi network across key locations utilised by visitors, building on sites established in 2014 15 and 2015 16.
In addition to Tourism NT’s funding, Budget 2016 sees a number of new tourism initiatives by the Northern Territory Government to prepare for an economic tilt towards tourism in the coming years.
View the Tourism Plan here >
View the Budget 2016 tourism media release here >