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Research Projects

Queen Mary 2 Cruise Ship

Our research team aims to provide quality intelligence that identifies the insights needed to drive tourism growth in the Northern Territory. To achieve this outcome, research is conducted on special interest topics including aviation, cruise, satisfaction, drive, Aboriginal tourism and consumer behaviour trends. Listed below are publishable studies conducted over the last five years. Please contact the research team if more information is required.

Current Research Projects

Darwin Cruise Study 2019

A Cruise ship study was undertaken between November 2019 and March 2020. The study interviewed 1,698 passengers and crew from 16 ships that visited Darwin during this period. The study found that $12.88 million was spent in Darwin from cruise holidays over the entire cruise season (October 2019-April 2020). More information can be found in the Darwin Cruise Study Report.

Youth/Backpacker/Working Holiday Maker Visitation

The youth market made up one fifth of the overall visitor market in the NT, representing 18% of all visitors in the year ending December 2019. This result was in line with the proportion represented nationally (21% of all overnight visitors). An estimated 18% of youth visitors to the NT were from overseas and represented 23% of all international visitors to the NT. Domestic overnight youth travellers made up 18% of all domestic travellers to the NT. More information on Youth/Backpacker/Working Holiday Maker visitation can be found in the following Report.

Leisure Drive Market

Leisure Drive travellers are defined as visitors who stayed for one or more nights in the Northern Territory, used a self-drive vehicle and was on a holiday and/or visiting friends or family. On average 87% of leisure drive visitors in the NT were from the domestic market, representing 68% of visitor nights. More information on the Leisure Drive market (three year average 2017-2019) can be found in the following Factsheet.

Drive Market Study 2019

A drive study was conducted to better understand the Northern Territory drive tourism market, specifically market segments and the attitudes and behaviours toward drive-related tourism. The study found that Northern Territory drive holidays appeal to distinct market segments, including the busy fly-drive, the long self-drive and grey nomad market. Almost 67 percent of domestic and 74 percent of international visitors would consider a drive holiday in the Northern Territory. More information on this study can be found in the Drive Market Report.

Million Dollar Fish Study (Season 4)

Details on the Million Dollar Fish Season 4 economic contribution to the Territory can be found in the following Summary Sheet.

Destination Satisfaction in NT Regions

In 2018/19, Tourism NT conducted a study to measure overall visitor satisfaction, as well as specific aspects of the visitor experience in Northern Territory tourism regions. These specific aspects include food, national parks, attractions, accommodation (hotels and caravan parks/ camping), events and tours. More information related to this study can be found in the following Summary.

Regional Dispersal in the NT

Austrade-Tourism Research Australia engaged Deloitte to examine the question of how best to encourage the geographical dispersal of leisure visitors to destinations outside of capital cities. For further information please see the following Summary Report.

Short Term Private Letting in the NT

Ernst & Young undertook analysis of the short term private letting and traditional visitor accommodation markets within the Northern Territory and Darwin, Alice Springs and Katherine regions. As part of the assessment, the size, composition, growth and economic contribution of these markets were analysed. Further information can be found in the following Summary Report.

Donghai Airlines Visitor Follow Up Study Report

In 2018, Tourism NT conducted a study to understand the Chinese visitors’ experience in the Northern Territory and satisfaction for those leaving on the flights of Donghai Airlines. The research was repeated in 2019 to assess the impacts of activities over the year. More information can be found in the following Report.

Darwin Business Delegates

The Darwin Business Delegates study was released in 2019 to better understand the impact of business events held at the Darwin Convention Centre in terms of delegate spend, behaviour, satisfaction and economic contribution. Further information can be found in the following Report.

Archived Research Reports

Attracting Indian Visitors to the NT TRA Summary (released in 2018)
Signage and wayfinding of the NT drive market Summary (released in 2017)
National demand for cultural tourism in Australia Summary (released in 2017)
China Free Independent Travel Summary (released in 2016)
Economic Impact Study of the Darwin Cup Weekend Summary (released in 2015)
Northern Territory Visitor Touch Points Summary (released in 2014)
South Australia and Northern Territory Dispersal Summary (released in 2013)
Beyond Darwin Summary | Full Report (released in 2012)
Economic Impact Study of the V8 Supercars Summary (released in 2012)
Economic Impact Study of the Alice Springs Racing Carnival Summary (released in 2012)

Page last updated on 07 October 2020