Territory Stories

Annual Report 2015-2016 Tourism NT



Annual Report 2015-2016 Tourism NT

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Tabled Paper 185


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






Made available by the Legislative Assembly of the Northern Territory under Standing Order 240. Where copyright subsists with a third party it remains with the original owner and permission may be required to reuse the material.




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1835-1387 (Online)



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48 Tourism NT Annual Report 2015-16 Our Performance03 Improve Business Sustainability LISTENING TO INDUSTRY Every two years we conduct research to determine the level of satisfaction the NTs tourism industry has with our recent performance. The 2016 Stakeholder Satisfaction Survey was conducted by independent market research company ORIMA Research during March-April. The survey found that overall satisfaction with Tourism NT was driven by perceptions of our performance. Nearly all (93 percent) stakeholders felt that our work was critical in marketing the Territory as a desirable visitor destination. The survey also found that overall more respondents are satisfied with our performance. Satisfaction has increased over time, from 51 percent in 2012 to 61 percent in 2014 and to 65 percent in 2016. Contributing to this increase is a higher proportion of respondents who were very satisfied (31 percent) in 2016, almost a fourfold increase from 2012 (8 percent). Industry satisfaction with our performance is growing Nearly all stakeholders felt that our work was critical in marketing the Territory as a desirable visitor destination. 76% 46% 70% 60% Accommodation Other industry stakeholders Attractions/Tours Government organisations Overall satisfaction by sector 2016 Respondents in the accommodation sector were most satisfied with us compared to other sectors (76 percent very satisfied or satisfied). To maintain this growth going forward we will continue to focus on improving efforts in marketing and promoting the NT and raising awareness of the services we provide for stakeholders.

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