Territory Stories

Annual Report 2016-2017 Tourism NT



Annual Report 2016-2017 Tourism NT

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Tabled paper 571


Tabled Papers for 13th Assembly 2016 - 2020; Tabled Papers; ParliamentNT






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28 29 Our Performance03 Tourism NT Annual Report 2016-17Tourism NT Annual Report 2016-17 Grow Value 0 20 40 60 80 100 2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17 52 51 62 65 70 69 77 84 Successful business tourism bids CRUISE CONTINUES TO DELIVER The 2016-17 cruise ship season was the busiest ever for the NT, with a total of 47 cruise ship visits and 62,159 passengers. In February, Darwin welcomed the largest cruise ship to ever sail Australian waters the Ovation of the Seas. This created a major boom for the local tourism and retail community, with 3,996 passengers and 1,500 crew members recorded. We worked with a number of stakeholders to maximise the returns from the visit, including coordinating public relations activity, and capturing footage and images from the day to be used globally to promote Darwin as Australias northern gateway port to attract future cruise ship visitation. The Ovation of the Seas is scheduled to return to Darwin in 2018 and 2019. MOUNTAIN BIKING (MTB) We continued to work across the Department of Tourism and Culture to further develop the high priority mountain biking experiences identified in the Master Plan for Mountain Biking in the NT utilising a $1.13 million budget appropriation. This has included the commencement of an investigation for a full day/ multi-day epic ride in the West MacDonnell Ranges sites of interest such as Standley Chasm, Ellery Creek Big Hole, Ormiston Gorge and Glen Helen Resort, and include overnight cabin type accommodation. Progress was made on upgrades to the Telegraph Station MTB network and development of Eastside trails in Alice Springs. Other areas under consideration include the development of trails to and within Litchfield and Nitmiluk National Parks, within the Darwin urban area, and surrounding Tennant Creek. S T R AT E GY Grow the visitor economy by focusing on niche market and product segments with the greatest propensity to travel. BUSINESS EVENTS During 2016-17 the NT Convention Bureau generated 182 business event leads. The NT business events industry hosted 842 events and welcomed over 12,743 delegates who contributed a delegate spend of $35.18 million. INTERNATIONAL BUSINESS EVENTS Our focus on growing international business events is to target key markets in our region and leverage key partnerships, including Business Events Australia, to provide information on our competitive business events offering. We participated in the Business Events Australia Greater China Showcase in Chengdu in April where we connected with over 70 corporate planners and incentive agents to encourage consideration of the Northern Territory for their business events. We continued the momentum with this target audience by welcoming eight corporate planners from China to Darwin in May. Over three days, we delivered a unique incentive program that could be replicated by the planners when bringing their incentives back to Darwin and included key infrastructure appropriate for the quality and calibre of the intended audience. We also partnered with Business Events Australia to exhibit at the Pacific Area Incentives and Conferences Expo in New Zealand in November 2016 and connected with over 25 planners to highlight the benefits of hosting business events in the Northern Territory. MARKET PRIORITISATION In late 2016 a strategic research piece was commissioned to develop and identify market prioritisation and distribution opportunities for business events in the Northern Territory. The research resulted in a strategic realignment of focus industries and highlighted potential new vertical partnerships from which new audiences could be attracted. As a consequence the following key areas are now being focussed on: Resources and energies such as renewable and solar Defence including supply services International education Agribusiness comprising agriculture, aquaculture and horticulture Health encompassing rural and remote, trauma, emergency, disaster response and critical care, indigenous and tropical disease Land management covering bio-security, water and desert knowledge. MARKET: UNITED KINGDOM OCEANS TO OUTBACK We continued to work with the South Australian Tourism Commission (SATC) on a number of key marketing initiatives in European markets. Joint campaign and media initiatives included the Oceans to Outback campaign in partnership with Singapore Airlines and Trailfinders, which aimed to position the Northern Territorys experiences as complementary to those in South Australia and highlight our domestic connectivity via air, rail and self-drive options. National Geographic Traveller explored the culture, wildlife, heritage, landscapes and food that render both South Australia and the Northern Territory unique among Australian destinations. The print and digital campaign included a 36-page, full colour print supplement with digital and iPad versions, and online content hub featuring bespoke editorial. An external digital media buy drove online traffic to the National Geographic hub. The Oceans to Outback campaign resulted in an increase in bookings and a good uptake of packages from our trade partners for travel to the NT. NT Convention Bureau team in action at AIME 2017. TEACHING THE TEACHERS (EDUCATION) We continued to implement our Australian School Education Tourism Activation Plan, targeting domestic secondary schools to take excursions in the Territory that deliver educational outcomes aligned to the Australian national curriculum. In addition to hosting a targeted education famil to the Top End, we partnered with key education tour distribution partners to promote the NT and continued to offer travel grants of up to $1000 per school to attract more schools to stay longer and experience more products. $50,904 was awarded to 47 schools through this program. For a full list of schools support see Appendix 1 on page 59. From these grants we were able to collect information about the cost of each school excursion, where they travel to and for how long, which showed there was a 9 percent increase in the numbers of school students visiting the Northern Territory. Furthermore, an estimated $12.6 million was spent with dedicated educational tour operators visiting the NT, of which 48 percent is considered on tour spend. We wrapped another interstate bus with a banner ad promoting NT Learning Adventures, with the bus sighted in and around the NT, and throughout the Victorian high country. We continued to work with Study NT to promote the Territory to the international education sector. We participated in the International Consultants for Education and Fairs (ICEF) conference in Cairns in April, where agents from all over the globe come to look at what study options and study tour destinations are on offer in Australia. Study NT hosted a small group of international education agents in the Top End prior to ICEF. Darwin was well received as a leisure and potential study destination by a small group of international education agents that Study NT hosted in the Top End prior to ICEF. We provided information packs for the agents with itineraries showcasing some of the culture, outdoor activities, history and education providers that Darwin has to offer. We also participated in a networking event at which one-on-one operator meetings with the agents were facilitated. MARKET PLACEMENT - THINK UNCONVENTIONALLY The relatively new NT business events brand Think Unconventionally participated at the annual Asia-Pacific Incentives and Meetings Expo (AIME) in 2017 via a partnership with key stakeholders Darwin Convention Centre, Alice Springs Convention Centre and Voyages Uluru Meeting Place. Three additional stakeholders also participated to test the demand for products and services beyond the key business event infrastructure in the NT. Based on this trial and in consultation with industry, a decision has been made to present at AIME 2018 as the key in-market activity for the NT business events sector. Additionally, the coming year will see a reallocation of budget from the costly Walkabout roadshow, towards a new, in-destination familiarisation program designed to increase awareness and interest about the NT, and position it as a destination of choice to host business events. This shift aims to deliver a higher return on investment for participating industry partners and for the Territory. To continue to deliver meaningful and easily accessible information for business events, this year we: Refreshed the ntconventions.com website to make it more simple for event planners to contact us and connect with industry partners Launched a dedicated extranet, linked to the NT Convention Bureau CRM, for industry, which incorporates an online bidding platform, requests for familiarisation programs, site inspections and public relations activity. 2 Number of events listed in NTCB customer relationship management system, ; not an exhaustive list of business events hosted in the Territory.