Future NT 2023: New Tourism 2030 Strategy maps out bold plan
A new tourism strategy maps out how the Territory can draw 2.8m visitors and $5.3bn of tourist dollars by the decade’s end. Here’s how we could get there.
Northern Territory
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The Territory is striving to attract almost three million visitors and $5.3bn tourism dollars by the end of the decade.
It is a bold target but one the NT government believes is achievable, thanks to our rich array of unique experiences, landscapes and cultural offerings.
But the wait for international tourists to return post-Covid, skyrocketing cost-of-living pressures and expensive airfares threaten to throw the recovery off track.
And in Central Australia, industry leaders claim crime and Alice Springs’ tarnished reputation are major reasons why less tourists have made their way to the Red Centre this year.
Tourism Top End general manager Samantha Bennett said awareness campaigns that “inspire travellers to visit the Northern Territory” needed to continue, as well as close work between the industry and trade partners, including airlines.
“The NT is unique and is the home of the real outback,” she said.
“We have immersive experiences that are different and make you feel connected, from iconic natural wonders, ancient Aboriginal culture, birds and wildlife, dramatic landscapes, opportunities for adventure and sampling some great cuisine from around the world.”
The new Tourism 2030 Strategy, which will be released in early September, maps out a vision to draw 2.8m visitors – and an associated spend of $5.3bn – by 2030.
In the year to December 2022, 1.66m overnight visitors were recorded in the Territory.
The three key areas the plan narrows on are aviation access, reducing seasonality and sustainable tourism practices.
It follows the government’s announcement of a new aviation attraction scheme, which is designed to subsidise airlines’ costs and ultimately boost competition.
The “Summer Done Differently” campaign is also under way, targeting travellers in Sydney, Melbourne and Brisbane with a series of digital and print advertising while offering special deals through airline and booking partners.
A new online sustainable tourism toolkit launched this month as well, offering operators information and tips to future-proof their business.
Another key part of the strategy is domestic Aboriginal tourism, which already brings more than $200m to the Territory economy each year.
Tourism and Hospitality Minister Nicole Manison said work was also under way to build on a “lucrative” cruise ship sector, which she said generated around $60m of annual expenditure – typically in quieter tourism months.
“The tourism industry is vital to the Territory economy, employing 6,900 people directly, and another 5,600 indirectly – that’s one in every 12 jobs across the Territory,” she said.
“Tourism creates well-paying jobs in every region of the Northern Territory, and its growth plays a crucial role in a $40 billion economy by 2030.”
After a highly-successful event in 2022, the NT News’ Future Northern Territory campaign returns next month as the push to create a $40bn economy by 2030 continues.
To purchase a ticket to the event on Friday, September 8, click here.
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