‘Seasonal Experiences Index’ from Big Red Group reveals NT tourist booking numbers

Despite pockets of the Red Centred enjoying success, the Territory has endured another tough tourism quarter alongside multiple states, with a new report identifying cost-of-living pressures as keeping visitors away.

See the Red Centre by taking a once in a lifetime scenic helicopter flight of some of the Northern Territory's iconic attractions.Tours offered by Professional Helicopter Services include breathtaking trips to Uluru and Kata Tjuta , which are located in the World Heritage-listed Uluru Kata Tjuta National Park, and Kings Canyon, Watarrka National Park. Photo: Che Chorley /Tourism NT

Tourism bookings have increased in Alice Springs, however, the Territory has experienced another difficult tourism season, a new report has found.

This week entertainment company Big Red Group released its ‘Seasonal Experiences Index’ report, which revealed the company’s state-by-state findings of tourist booking numbers across the 2024 autumn and winter seasons.

While booking numbers had dropped across both Darwin and Katherine, Alice Springs had made a marginal climb, registering a 3.8 per cent increase on top of its 2023 numbers.

Professional Helicopter Services has been hailed as having made a positive contribution to booking numbers in the Red Centre Picture: Che Chorley /Tourism NT

The Red Centre’s success was partially credited to the 12.6 per cent growth of Professional Helicopter Services, which provides visitors a unique flyover experience of Uluru and Kata Tjuta.

Big Red Group chief executive and founder, David Anderson, hailed the flying tour operators as having made a positive difference to the region.

Despite the little wins, however, the report underlined the significant uphill battle facing the industry.

Between the spring and summer seasons, the Territory experienced a 31 per cent drop in bookings.

Further, the Territory endured a 19.6 per cent drop across autumn and part of winter.

Darwin has experienced a drop in booking numbers, with Katherine also struggling bring the visitors. Picture: Supplied.

The Territory’s slump was followed by other jurisdictions, with NSW, ACT, Queensland and South Australia all experiencing a decline in booking numbers.

The slump comes after multiple Territorian tour operators reported a noticeable decline in tourist numbers, with one Centralian claiming visitors expressed concern for their personal safety.

While Mr Anderson conceded the Territory had experienced a “tough quarter”, he maintained the wider nation had been gripped by similar challenges.

“Decline in tourism across regional areas is, in my view, due to the current social-economic climate we find ourselves in,” he told the NT News.

“Tourism suffered a huge decline in 2020, and then there was a kind of a revenge period where people got out afterwards.”

Big Red Group chief executive and founder David Anderson says cost-of-living is affecting booking numbers across the nation, including the Territory. Picture: Supplied.

Mr Anderson maintained cost-of-living pressure was behind the slump, in line with the rest of the nation.

“Cost-of-living is impacting decisions on where consumers are spending money,” he said.

“We are seeing a trend of Australians choosing quality over quantity this year and probably choosing to spend more time doing experiences closer to home.”

As for the NT, Mr Anderson said he was “cautiously optimistic” the sector could bounce back.

“It has been tough, but it's clear from our perspective that domestic visitors are still eager to try out new experiences and make the most of the great activities the NT has to offer.”