Tourism Central Australia’s Danial Rochford makes a passionate plea from the heart

A tourism boss has made a passionate plea on behalf of his community. Read what was said.

Tourism Central Australia’s Danial Rochford has delivered an impassioned plea for a reset in the way town residents talk about Alice Springs.

A social media post on an Alice Springs bulletin board urges locals to “speak up” for the town and encourage family and friends to visit in light of crime reduction measures implemented over the past six months.

In a strong endorsement of the Northern Territory Government’s law-and-order polices, Mr Rochford said it was time for the town to capitalise on Alice Springs’ improved law-and-order status.

Since winning the August 2024 election, the CLP has brought temporary police officers into the town – including some from South Australia – tightened bail laws, introduced new laws around knife crime and increased prison capacity.

The sun sets over Alice Springs, viewed from Anzac Hill. Picture Debra Hoyt.

Mr Rochford’s post began with a declaration of his own love for the town he has lived and worked in for almost five years.

The plea comes just weeks out from the commencement of the town’s prime tourist season which begins in March and ends October.

“I love this town. It's an amazing place, and it’s worth fighting for,” he said.

“While we have had our problems and subsequently we have been splashed on the headlines across the country and a lot of negatively online, we are far more than what we have been portrayed.

“The people, the landscapes and the spirit of our town is so special.

“And that is why I plead for your help.

“Alice is a tourist town. Local businesses have long relied on the money brought in by tourists’ year in and year out.

“But our industry is hurting.

“For the first time in a long time, with crime at much lower rates we can get on the front foot this year and make the tourism season in 2025 a success.

Tourism Central Australia chief executive Danial Rochford. Picture: Pema Tamang Pakhrin

“I am not attempting to gaslight nor sprinkle fairy dust on our issues. Are things perfect? No. Will we ever get to zero crime? No.

“What is not in doubt is the new government is putting a lot of resources to this, and we are all quietly optimistic this summer continues to be a lot quieter than the last few years. We all have our fingers crossed.

“Rather than saying Alice is a war zone or a place you should not visit, we all need to collectively speak up what we love about living here and why people should come and visit.

“My simple request is this

“Invite your friends and family to Alice Springs this year, support a tourism business in the coming weeks and months or just post online wherever you see negativity and say why you think Alice Springs is so special and a place we are proud to call home.

“And to put a smile on everyone’s face, I’d love to hear from you on the comments below, why you love this town!

“Please. We need your help.”

Originally published as Tourism Central Australia’s Danial Rochford makes a passionate plea from the heart