Coronavirus crisis a serious threat to NT tourism industry
WITH a little under eight weeks until the start of the Dry, NT tourism operators are worried about the impact the coronavirus crisis will have on an industry already on its knees
Business
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WITH a little under eight weeks until the start of the Dry signalling the beginning of our peak tourism season, the elephant in the room is what impact the deadly coronavirus will have on an industry already on its knees.
The virus has been described as the greatest danger since the GFC and in the Northern Territory the tourism industry is holding its breath in fear of the devastating impact it may have on the peak tourist season.
And here’s why.
Modelling indicates that potentially, in late April or May, there may be greater spread of the illness in Australia.
It has been predicted the peak would then hit Australia in August.
Tourism is worth more than $1 billion to the Top End economy, with one in seven people employed in the tourism industry.
The Territory Government has invested more than $170 million towards lifting visitation and boosting domestic and international marketing, ensuring the NT brand is well represented in the highly competitive global tourism market.
It is the biggest investment in tourism ever made by any Territory Government and now is the worst possible time for our small jurisdiction to have to deal with the fallout from a global pandemic.
Darwin International Airport boss Ian Kew said with the impending drop off in the international travel market now was the time to focus on the domestic tourist market.
“We should redirect international marketing funds to a domestic campaign (that) is destinational and combines festivals and events,” Mr Kew said.
“Competition for the domestic market is going to be fierce and now is not the time to shy away from it. We have the weather and we have the events.
“Our campaign has to convince the domestic market to come.”
Top End Tourism chief executive Glen Hingley also pointed to the challenges the Territory faced from a highly competitive market
“Eighty per cent of our business is domestic business to the Top End,” he said.
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“There is already heavy emphasis federally on attracting tourists back to the fire-ravaged east coast and along with the uncertainty around which tourist attractions are going to be open in Kakadu National Park, it will make tourism in the Top End even harder.”
Mr Hingley said the threat that the coronavirus would slash international travel numbers even further was a major concern.
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