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Annual Report 1995/1996 Northern Territory Tourist Commission



Annual Report 1995/1996 Northern Territory Tourist Commission

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Tabled Paper 2792


Tabled Papers for 7th Assembly 1994 - 1997; Tabled papers; ParliamentNT




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O T H E R M A J O R A C H I E V E M E N T S I N T H E Y E A R N a t i o n a l M a r k e t i n g The 1995/96 financial year was one of challenge on a number of fronts which included the reorganisation of the Division's staffing structure (refer Managing Director's Report at page 13), targeting the key agency buying groups and channelling our marketing efforts to increase conversion of consumer interest into visitation. Based on preliminary NTTM figures, all of our goals of visitation, expenditure and room nights have been exceeded. Calendar year 1995 via the NTTM reports the following results: C a l e n d a r Y e a r 1 9 9 5 V isita tio n V isito r N igh ts E x p e n d itu re 5,582,029 $535,834,000TOTAL 1,175,241 Interstate Intrastate 610,076 565,165 4,002,702 1,579,327 $436,890,000 $ 98,944,000 (Source: Northern Territory Tourism Monitor) These results conversely indicate that our overall conversion has risen during the year. The key strategy in conversion has been to deliver product to the market place. We have had successes with a 60% increase in the number of operators attending consumer travel shows during the year. Special packages were created with industry priced airfares and accommodation offered to operators to assist them in affording and organising the attendance. This year saw the introduction of a 'Destinational Insert' campaign. Inserts of varying sizes were placed in The Australian (320,000 copies), Rotary Downunder (50,000 copies), The Overlander (16,000 copies). Modern Fishing (12,000 copies), RAA magazine (80,000 copies) and the Now and View magazines (840,000 copies each). Reports from the 146 co-operative partners who reported their results are excellent and we will be repeating this cost effective marketing exercise in 1996/97. Northern Territory operators also increased their participation in other co-operative marketing initiatives, particularly the 'insert' series that ran through the year. Operator participation was in Rotary Downunder (22 operators). Modern Fishing (14 operators), Royal Auto Club of South Australia's Motor Magazine (42 operators). The Australian (18 operators), The Now magazine (32 operators) and The Overlander (18 operators). A total of 146 operators' products were therefore advertised through the above publications and most importantly, brought product and holiday ideas to our potential customers. Our State Marketing Offices had a demanding but rewarding year with significant gains made within the travel industry with 3,600 travel agent consultants attending our formal Travel Agent Training Seminars. This is a 44% increase on the target of 2,500 set in our 1994/95 Annual Report. In addition, the State Marketing Offices staff made 3,150 sales calls to travel agencies across Australia. They also organised 330 Northern Territory window displays and brought 530 travel agents to the Northern Territory for the agents to be educated 'on location' as to the selling 24 A N N U A L R E P O R T 1 9 9 5 - 1 9 9 6 ___