Budget 2010 underpins innovative and integrated marketing campaigns, support airline services and enhance development of new products from emerging Indigenous entrepreneurs.

Tourism NT has been allocated $42.6 million in 2010/2011 stabilising funding year on year in the wake of the global financial crisis.  This is a 55 percent increase since 2001. 

The budget will be used to strengthen the development of new tourism products, and to support and assist local tourism operators across the NT.

This year’s marketing initiatives are designed to meet the ongoing challenges facing the local industry such as the growing demand for genuine Indigenous tourism experiences, competition and volatility of the airline industry, environmental sustainability, quality and consistent products, and the major shifts in the operating environment.

Key initiatives

• $30.9 million for marketing output including campaigns (PDF,174KB)
• Additional support and assistance for tourism operators  (PDF,167KB)
• $1.3 million to develop Indigenous entrepreneurial products (PDF,171KB)
• $2.1 million for aviation up 15 percent on previous year (PDF,172KB)
• $0.6 million to attract infrastructure investment (PDF,173KB)
• $0.4 million to enhance environmental sustainability (PDF,173KB)

View the Budget 2010 media release Growing the Territory: $42.6 million for Territory Tourism

The three major shifts to which Tourism NT will continue to adapt are:

• Rise of digital channels and importance of broadcast in light of the fall relatively of traditional print media
• Increasing importance of digital word of mouth (WOM) and social media as a key influence of travel – where to go and what to do
• Growing significance of digital distribution and e-commerce

Tourism is a key economic driver of the Northern Territory economy and impacts other industry sectors.  The Tourism Industry supports 18,000 jobs and accounts for 16.3 percent of total employment.  Around one in six Territorians is employed as a result of the tourism sector.

Tourism’s direct and indirect value-added contribution was $1.526 billion to the Territory’s economy which represents 10.3 percent of the total Gross Value Added (GVA) of the Northern Territory.  Tourism’s contribution to the NT’s Gross State Product totalled $1.7 billion or 11 percent of total NT GSP.

Budget 2010 builds on maintaining market share with visitor numbers domestically and internationally increasing in 2009 going against the tide of other jurisdictions. We will continue to attract visitors by showcasing the NT’s unique holiday experiences and support the local tourism industry through our continued focus on quality, standards, and the development of an e-enabled industry.