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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30 31 Our Performance03 Tourism NT Annual Report 2016-17Tourism NT Annual Report 2016-17 BIRDING We attended the largest bird fair in the world, UK Bird Fair, in August 2016, taking three local birding specialist tour operators to promote NT birding experiences to this key international market. Bird Week events were held in the shoulder season in the Red Centre and Kakadu National Park to coincide with the best birding season. We arranged a six-page editorial in the Australian Geographic magazine along with a full page ad for the 2017 Kakadu Bird Week event. We released a first ever birding trails brochure for the Darwin region, for distribution through Tourism Top End, NT Parks and Wildlife and a variety of consumer trade shows. We also delivered a new birding website: northernterritory.com/birding Grow Value Total number of Facebook fans year ending June Market 2016-17 2015-16 2014-15 Australia3 239,038 224,687 189,663 Americas 20,658 19,437 17,729 China (Weibo) 82,128 41,301 39,908 France 33,297 33,608 30,540 Germany 43,554 35,694 30,910 Italy 23,876 22,872 21,079 Japan 6,660 6,730 5,989 UK 52,891 52,355 25,115 S T R AT E GY Increase NT brand and product presence across digital channels, creating desire for the destination and connecting consumers with experiences they want to purchase in real time. IMPROVING OUR CONSUMER WEBSITE Following the launch of the redesigned northernterritory.com in August 2016 we saw a 45 percent increase of unique page views and a 26 percent increase in time spend on page in the first half of 2017 yearon-year. We are now shifting our focus to the redevelopment of the website backend, content and information structure of the site. Leveraging the user research performed earlier in the year, we will adress a series of user experience issues through improvements to the site such as: improved dropdown navigation menu, improved content page navigation, website load speed, ability for non-technical people to edit website content and search engine optimisation. Ultimately the redevelopment of the site will help users navigate the site and drive more leads to local operators. The launch of the redeveloped site is scheduled for October 2017. CONNECTING WITH OUR AUDIENCE We reached more people and attracted more fans across our markets on Facebook, and continued to see exponential growth on Instagram and Twitter. Our Mega Meet activity held in May saw 19 social media influencers travel throughout the Northern Territory posting images and content on Instagram; the reach from these high profile influencers saw our Instagram channel increase in followers and engagement throughout the rest of the year. These channels continue to be relevant for us to communicate with our fans, to integrate brand messaging to our fans and advocates, and to provoke word of mouth through the reach of fan posts, like and shares. FISHING Million Dollar Fish campaign saw some fantastic results from season 2 with over 45,000 people registering and an earned media reach of over 100 million. It was featured at Tourism Australias launch of their Best of Fishing experience initiative at the Australian Tourism Exchange in May, where the NT was positioned as Australias barramundi mecca. The NT has five operators included in the Best of Fishing initiative which has been well received, particularly in the United States, with Tourism Australia hosting two US fishing agents to the NT earlier in the year. This initiative will grow new international markets through specialist fishing tourism partners that had not previously sold Australia. HIGH END TRAVELLERS We participated in Luxperience, an international luxury trade show in Sydney, where we represented wilderness lodges and small group tourism operators to luxury specialist travel providers from key international markets. The event saw more than 1,100 visitors through the doors, giving more than 450 buyers from Australia and global markets the opportunity to build new connections with our NT providers. Thirteen international agents were hosted on pre and post-event famils to the Top End and Red Centre. Darwin Birding brochure northernterritory.com version 2 Birdwatchers at Fogg Dam Conservation Reserve Twitter InstagramSocial media following growth 2013-14 Number of Twitter followers Number of Instagram followers 0 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 200,000 2014-15 2015-16 2016-17 3 The considerable change recorded in our Australian fans between 2013-14 and 2014-15 was due to changes Facebook made across all business accounts in April/ May 2015.

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