Tourism is one of the most important sectors in the Northern Territory economy, contributing $2.2 billion in gross value added terms in 2017-18. As the Northern Territory’s economy has shifted significantly in recent years, so has the tourism industry – with an increasingly competitive landscape, new technologies and flow-on effects from other industries, such as construction and mining, all at play.
The Northern Territory’s Tourism Industry Strategy 2030 sets out the strategic direction for industry development over the next decade. Over this time period, the tourism landscape will continue to change – and so the NT’s Tourism Industry Strategy 2030 will be reviewed and adapted, to ensure its ongoing relevance. The strategy will also be supported by specific shorter term plans, including Tourism NT’s marketing strategy, which is refreshed on a regular basis due to changes in consumer preferences, travel behaviour and marketing tools.
This framework has been co-developed with both industry and government and is designed to unite efforts across the public and private sectors, with priorities and actions targeted towards shifting the current performance of the tourism sector in the Northern Territory to one of sustainable growth. Six priority objectives are identified that, if delivered, will make a material impact on the trajectory of tourism in the Northern Territory:
Within each priority objective are specific actions to achieve identified goals in the short, medium and long term. Implementing the strategy’s actions through to 2030 will create the momentum to attract more domestic and international visitors to the Territory, and prepare the industry to deliver high quality and increasingly diverse experiences. Four pillars: industry development; marketing; workforce development; and collaboration across industry and government also reinforce the actions identified within key priorities to underpin the strategy’s success.
The NT’s Tourism Industry Strategy 2030 proposes visitor and expenditure targets to 2030, which assume that identified actions are implemented with sufficient funding and support from across the Northern Territory and Australian Governments, Regional Tourism Organisations, Land Councils and the broader tourism industry.
By 2030, total overnight visitor arrivals to the Northern Territory are projected to reach between 2.51 million and 3.03 million, accounting for between $3.01 billion and $3.67 billion in expenditure. In terms of holiday visitors, projections are for between 1.18 million and 1.45 million holiday visitors by 2030, and $1.46 billion to $1.79 billion in holiday visitor expenditure.
Achieving the targets identified in the NT’s Tourism Industry Strategy 2030 will have significant benefits for the economy, which would be $117 million larger in gross state product (GSP) terms in 2029-30, compared to a ‘business-as-usual’ scenario. The additional economic activity supported by increased visitor expenditure could see up to 3,900 new tourism jobs by 2030. The actual number of jobs reached will be impacted by many things including digitalisation, new technologies, productivity gains, efficiencies and the level of investment by industry and governments.
There is a strong economic imperative to work together to implement the priority objectives and actions in the NT’s Tourism Industry Strategy 2030. We look forward to continuing to work together to showcase the Northern Territory to the world.
Tourism is one of the most important sectors in the Northern Territory economy, contributing $2.2 billion in gross value added terms in 2017-18. As the Northern Territory’s economy has shifted significantly in recent years, so has the tourism industry – with an increasingly competitive landscape, new technologies and flow-on effects from other industries, such as construction and mining, all at play.
The Northern Territory’s Tourism Industry Strategy 2030 sets out the strategic direction for industry development over the next decade. Over this time period, the tourism landscape will continue to change – and so the NT’s Tourism Industry Strategy 2030 will be reviewed and adapted, to ensure its ongoing relevance. The strategy will also be supported by specific shorter term plans, including Tourism NT’s marketing strategy, which is refreshed on a regular basis due to changes in consumer preferences, travel behaviour and marketing tools.
This framework has been co-developed with both industry and government and is designed to unite efforts across the public and private sectors, with priorities and actions targeted towards shifting the current performance of the tourism sector in the Northern Territory to one of sustainable growth. Six priority objectives are identified that, if delivered, will make a material impact on the trajectory of tourism in the Northern Territory:
Within each priority objective are specific actions to achieve identified goals in the short, medium and long term. Implementing the strategy’s actions through to 2030 will create the momentum to attract more domestic and international visitors to the Territory, and prepare the industry to deliver high quality and increasingly diverse experiences. Four pillars: industry development; marketing; workforce development; and collaboration across industry and government also reinforce the actions identified within key priorities to underpin the strategy’s success.
The NT’s Tourism Industry Strategy 2030 proposes visitor and expenditure targets to 2030, which assume that identified actions are implemented with sufficient funding and support from across the Northern Territory and Australian Governments, Regional Tourism Organisations, Land Councils and the broader tourism industry.
By 2030, total overnight visitor arrivals to the Northern Territory are projected to reach between 2.51 million and 3.03 million, accounting for between $3.01 billion and $3.67 billion in expenditure. In terms of holiday visitors, projections are for between 1.18 million and 1.45 million holiday visitors by 2030, and $1.46 billion to $1.79 billion in holiday visitor expenditure.
Achieving the targets identified in the NT’s Tourism Industry Strategy 2030 will have significant benefits for the economy, which would be $117 million larger in gross state product (GSP) terms in 2029-30, compared to a ‘business-as-usual’ scenario. The additional economic activity supported by increased visitor expenditure could see up to 3,900 new tourism jobs by 2030. The actual number of jobs reached will be impacted by many things including digitalisation, new technologies, productivity gains, efficiencies and the level of investment by industry and governments.
There is a strong economic imperative to work together to implement the priority objectives and actions in the NT’s Tourism Industry Strategy 2030. We look forward to continuing to work together to showcase the Northern Territory to the world.
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