Strategic Drivers

As the tourism industry grows, Tourism NT continually looks to how things can be achieved within the industry in a uniquely NT way. The tourism industry should develop and celebrate the NT’s unique environment and culture in a way that is attractive to both Territorians and visitors alike.  The following strategic drivers have been identified to assist achieve that aim:

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

Key Priority Areas

During 2009-10, due to the Global Economic Crisis (GEC) and its impacts on consumers’ discretionary spending patterns, Tourism NT will realistically focus on maintaining visitor numbers and market share, whilst preparing for growth next year. Tourism NT will concentrate on maintaining demand for NT tourism experiences and supporting local tourism businesses primarily through the $9.3 million (over two years: 2008-09 and 2009-10) ‘Tourism Stimulus Response’ package for the local tourism industry.  The following key priority areas have been identified:

• Indigenous Tourism
• Investment in Tourism Infrastructure
• Aviation
• Domestic and International Marketing
• Signature Experiences
• Business Tourism
• Standards
• Environmental Sustainability
• Digital Marketing and E-Enabling Industry

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.