Updated Tourism Industry Strategy 2030 (T2030)
The NT’s Tourism Industry Strategy 2030 (Strategy) was released in September 2019, setting the direction of tourism in the Territory for 10 years from 2020-2030. The Strategy centres around a strategic framework designed to unite efforts across the public and private sectors.
In 2023, the Strategy underwent a three yearly review to report on progress to date on identified actions and outcomes across the Strategy’s priorities, and to consider changes in the tourism sector’s operating environment identifying critical themes for the upcoming phase of the Strategy.
The review supersedes the Strategy published in 2019 and can be accessed here: Northern Territory’s Tourism Industry Strategy 2030 Update (T2030 Update).
The T2030 Update retains the key priorities from the 2019 release of the Strategy, as they remain just as relevant today. These priorities form the pillars that underpin the strategic framework of the Strategy. The T2030 Update also identifies three additional themes, which along with the key priories, require focus for the remaining period of the Strategy to ensure the ambitions of the Strategy are achieved:
- Resolving aviation access issues
- Reducing seasonality
- Commitment to sustainability practices
Revisions have been made to demand targets reflecting prevailing macroeconomic factors and acknowledging the significant setbacks since 2020 as a result of the COVID-19 pandemic. In order to meet the demand-side targets, a series of supply-side targets have been identified covering the area of aviation, employment and accommodation capacity.