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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40 41 Our Performance03 Tourism NT Annual Report 2016-17Tourism NT Annual Report 2016-17 S T R AT E GY: Continue our partnership approach between industry and Government to grow the visitor economy. We continued the marketing industry roadshow, which commenced in 2012, as an opportunity for us to share our upcoming marketing plan and insights with industry and local tourism operators gather feedback. The roadshow was carried out in May in three locations across the NT to ensure that industry are kept up-to-date on marketing upcoming activity over the coming year. The first phase of the Digital Leap Program was launched in October 2016 with a series of free, intensive, digital workshops. We partnered with Google, Facebook and TripAdvisor to give operators the skills and confidence to take a major leap forward in their digital marketing. Forty-seven attendees from 34 businesses attended the Alice Springs sessions and 93 operators from 72 businesses participated in the seminars in Darwin. The second stage Digital coaching and Tourism Tribe specialised training began in March/ April. As part of this initiative operators had the opportunity for a digital assessment of their business, 12 months of ongoing digital support and one-on-one mentoring. There has been positive uptake of these programs with 37 Tourism Tribe memberships being engaged in the few short weeks before 30 June and we will continue to see good outcomes over the course of the program delivery. The final stage of the program, the Industry Toolkit, offers operators a central resource with checklists, factsheets, useful links and case study videos. It will be live on our corporate website in September. The Digital Assets Program offered eligible tourism businesses a professional photoshoot and ten high resolution images that could be used to update and improve their business listing on the Australian Tourism Data Warehouse (ATDW). One hundred and nine operators were supported via this program. Listing on the ATDW is free for NT tourism operators and that ensures local tourism product is featured on our website northernterritory.com, Tourism Australias website and many more sites worldwide. Making the Northern Territory a China Ready destination is a key strategic focus area. As such, in collaboration with Atrip Hub NT, we hosted a one-day China Ready workshop for NT tourism operators. Thirtyfive participants from 25 businesses attended, receiving their individual accreditation. Twenty business have been supported by Tourism NT to undertake the Business Accreditation, with 16 achieving their certification before June 30. We also provided one-off funding support of up to $5,000 to eligible businesses to complete a range of steps to be China ready; 9 businesses took up this grant. Two Aboriginal tourism interns were appointed during the year, completing rotations within Tourism NT and industry placements, to gain commercial experience. These one year placements aim to upskill interns and increase Aboriginal employment within the industry upon completion. The NT Conventions Bureau reviewed industry engagement activities for the year and have instigated two new programs: 1) quarterly roundtables to bring the local business events industry together and generate two-way constructive discussion about ways to grow the NTs competitive positioning, share market intelligence and to discuss ideas to overcome challenges. The first roundtable will be held in August 2017. 2) workshops held three times per year, designed to build the capacity and capability of the local industry by providing content that can empower the local business events industry on issues such as how to leverage communications platforms such as LinkedIn. Improve Business Sustainability H I G H L I G H T S Working to transition Tourism NT into the greater Department of Tourism and Culture as directed by the new Government. Launch of several programs to assist local tourism operators and businesses including the Digital Leap Program, the Digital Assets Program and China-Readiness. H I G H L I G H T Seven NT winners at the 2016 Qantas Australian Tourism Awards - 2 gold, 2 silver and 3 bronze - including the Hall of Fame award for Voyages Ayers Rock Resort for Aboriginal and Torres Strait Islander Tourism. National awards won by NT operators at the 2016 QATA. 2 2 3 GOLD SILVER BRONZE FUTURE FOCUS Continue to strengthen partnerships with the Regional Tourism Organisations and Visitor Information Centres with a $2 million investment to continue the provision of regional marketing and visitor information services across the Territory. Continued collaboration with the Australian Government and industry on identifying research priorities, addressing research gaps and encouraging continuous improvements to existing visitor and industry performance monitoring programs. We will continue to promote a commitment to industry quality by encouraging participation and support of industry award programs such as the Brolga Awards and the Australian Tourism Awards. We will also utilise industry feedback to inform the development of future marketing programs and improve the marketing knowledge of industry. Voyages team with their Hall of Fame win at QATA16 Steven Wang from Atrip receiving his China Ready and Accredited Business Accreditation from CEO Alastair Shields Darwin Roadshow event S T R AT E GY: Build a vibrant, sustainable and profitable industry to deliver on the NT brand promise. We continued to demonstrate our commitment to industry excellence by encouraging participation in industry accreditation schemes and award programs such as the Brolga Northern Territory Tourism Awards and the Qantas Australian Tourism Awards (QATA). The 30th Brolga Awards gala event was held on Saturday 12 November at the Darwin Convention Centre. Each Brolga business category winner won a marketing prize package to the value of $10,000, which included a professional photo shoot. On the 24 February, for the first time since 2008, the NT hosted the Qantas Australian Tourism Awards. Over 740 people attended from around Australia. The NT collected two gold, two silver and three bronze medals including a Hall of Fame Gold for Voyages Ayers Rock Resort for their third consecutive win in the Aboriginal and Torres Strait Islander Tourism category. 30th Brolga Awards, Darwin