The primary role of marketing is to increase the demand among identified target segments in key markets (in Australia and overseas) to prefer the Northern Territory above all other destinations. Marketing works with industry partners to convert increased desire and intention to visit the destination to actual visitation.

Over 2010 Tourism NT will implement a new structure within its Marketing and Communications Division, migrating the domestic and international market activities to form a more holistic ‘global’ marketing division, enhancing the global trade distribution engagement and providing greater integration of online media throughout the agency.

While the local industry will have the opportunity to tap into a greater level of professional marketing support from within the Northern Territory as a result of these changes, industry members are unlikely to experience any immediate day to day impacts. Over time however they are likely to notice some minor shifts which will streamline their communications and contact points with Tourism NT. These will emerge as a result of improved efficiencies which will be inbuilt as part of the new structure.

The new structure of the Marketing Communications division  (PDF, 33KB) will include three business units headed by the Executive Director Marketing and Communications. These are: Global Marketing, Global PR & Media and Global Distribution.