Strategic Drivers

Our overall long-term strategic approach is outlined in the Five Year Tourism Strategic Plan.  Strategic drivers within the plan are articulated as themes, designed around developing and promoting nature-based and cultural tourism experiences throughout the Northern Territory.  The strategic drivers are:

• Develop the Unique NT Experience
• Enhancing Access and Infrastructure Investment
• Improving Skills and Industry Standards
• Marketing and Promoting the NT Experience
• Enhancing Environmental Sustainability

We work with local industry operators to achieve this joint vision for a thriving, profitable and distinctly "NT" industry.  The plan is aligned to the Territory 2030 strategy. 

Corporate Plan

Our annual Corporate Plan serves as our business plan for each financial year.  It articulates how we intend to translate the long-term direction for our industry, as stated in Territory 2030 and the Five Year Tourism Strategic Plan, into short-term strategies for implementation over the coming year.

Evaluating Performance

To monitor the overall effectiveness of the strategies developed by Tourism NT a set of broad indicators have been established to assess the performance of the NT tourism industry. These performance indicators incorporate a mix of key statistics, leading indicators from visitor surveys, industry investment and benchmarking. In summary, the four key performance groups to be incorporated are:

• Tourism Product
  • The character, attractiveness and satisfaction with the NT tourism experience will be measured through regular surveys.
• Tourism Investment
  • The development of infrastructure and facilities will be measured against targets and visitor use. Tourism operator surveys will measure business confidence, performance and investment expectations.
• Tourism Demand
  • Key statistics such as numbers of visitors, average spends, and length of stay will continue to be measured.
• Tourism in Context
  • Benchmarking against the overall performance of other States and territories is important to account for impacts that are beyond the control of the NT. The outbound performance of key source markets will also be measured.

Our Annual Report identifies successes and outcomes achieved each year against our corporate objectives articulated in the Corporate Plan.  Annual audits of the Five Year Tourism Strategic Plan are conducted to ensure it remains a useful reference tool for business planning and policy formulation.

Detailed research insights and information about our current operating environment is available here.