DMP) Identifies Key Strengths and Assets Adding to the Existing Experiences and Developing a Sustainable Across the Region

Destination Management Plan Alice Springs and MacDonnell Ranges 2020

Key Partners Front Cover: Trephina Gorge Nature Park – East MacDonnell Ranges

Back Cover: Larapinta Trail in the Tjoritja / West MacDonnell National Park

This Page: Ellery Creek Big Hole -Tjoritja / West MacDonnell National Park Contents

1. The Alice Springs and MacDonnell Ranges Destination Management Plan 4

2. The Alice Springs and MacDonnell Ranges Region 18

3. Destination management planning 22

4. Trends in regional tourism 26

5. Stakeholder consultation 30

6. Visitor market analysis 36

Appendix A - Product development opportunities 45

Appendix B - Socio-economic profile 49

Appendix C - Key location descriptions 50

Appendix D - Alice Springs and MacDonnell Ranges Region visitor market 52

Appendix E - Tourism development planning in the Alice Springs and MacDonnell Region 56

Appendix F – Accessible Tourism 62 Owen Springs Reserve - west of Alice Springs

The Alice Springs and MacDonnell 1 Ranges Destination Management Plan

The Alice Springs and MacDonnell Ranges Region (the Region) The Alice Springs and MacDonnell Ranges Region make up a is bordered by the Northern Territory (NT) regions of Barkly and significant portion of Central Australia and is characterised by Big Rivers on its northern end, and the Lasseter region to the unique desert environments. Visitor experiences in the Region south. The Region shares borders with Western Australia and focus on nature, Aboriginal culture, adventure, history and Queensland on its far west and east. The Region includes the events. Territory’s second most populated centre of Alice Springs, which forms an important service point for communities and visitors A snapshot of the key tourism destinations and experiences across Central Australia. Alice Springs is bordered by the East in the Region is shown in Figure 1, which also highlights the and West MacDonnell Ranges and is surrounded by arid desert range of potential experiences to be addressed throughout the environments. Region, as identified during stakeholder consultations (these are marked in pink). The snapshot highlights the potential for the The Alice Springs and MacDonnell Ranges Destination Region to expand its current tourism offerings by enhancing or Management Plan (DMP) identifies key strengths and assets adding to the existing experiences and developing a sustainable across the Region. The plan considers visitation demand insights, tourism industry. existing planning and priorities for destinations in the Region and stakeholder input. Actions have been identified to activate opportunities, address gaps and prioritise product development seeking to meet visitor demand while encouraging the development of a sustainable tourism sector for the Region.

The Department of Industry, Tourism and Trade has invested in destination management planning as part of a suite of actions following the development and release of the NT’s Tourism Industry Strategy 2030. Stakeholders’ contributions were collected through direct engagement or survey response in the consultation process. Stakeholder feedback has informed the guiding principles for development of the Region’s tourism industry and supported analysis and design of the DMP.

4 anges rk es Pa Gap Nature Ru by r e Rese rv Hale Ri ve ack Homestead urism experienc Arltunga Historical Arltunga Historical Figure 1 - Alice Springs and MacDonnell R Figure 1 - Alice to Binns Tr Ranges / East MacDonnell Plenty Highway resa Santa Te Ltyentye Apurte r Binns Track Resort Ross Ri ve ephina Gorge Nature Park Tr Gemtree e Rese rv Rainbow Valley Valley Rainbow ee Ti Tr Alice Springs ll Stuarts We ve Reser Owen Springs Tjoritja – West MacDonnell Ranges NP Tjoritja – West Glen Helen Lodge Finke Gorge NP Finke Ntaria/ Hermannsburg Papunya Yuendumu Ikuntji/Haasts Bluﬀ Mereenie Loop Tanami Desert Tanami

5 Tourism is an important industry In 2017/18, the Region received Visitors to the Region travelled by for the Region, contributing an average of private vehicle (including rental car, motorhome or campervan) and air travel in almost equal proportions, $324 million 451,000 accounting for to the Region’s economy overnight visitors, in 2017/18 and employing the majority of which 46% and 43% approximately of all trips to the Region3 respectively, 7% (73%) were Australian suggesting that the Region’s of the working access and attraction strategies 2 population1 domestic travellers need to be equally targeted for the drive and air travel markets.

Tourism in the neighbouring NT regions The Alice Springs and the MacDonnell Ranges Region is an important contributor to tourism in the NT, being an attraction for travellers in other tourism regions of the NT. Table 1 below indicates outside of the Lasseter Region less than 30% of overnight visitors travel to another region, thus suggesting the Region is working as an end destination for many visitors to the NT.

Table 1 - Travel occurring between the Alice and MacDonnell Region and other regions of the NT, percentage of overnight visitors

Region Visitor To Alice and MacDonnell From Alice and MacDonnell

International 27 27 Greater Darwin Domestic 10 25

International 44 11 Kakadu and Arnhem Land Domestic 17 7

International 43 12 Big Rivers Domestic 31 15

International 78 9 Barkly Domestic 78 28

International 52 73 Lasseter Domestic 45 44

Source - Tourism NT, Regional Profiles

1 Tourism Research Australia, Regional Tourism Satellite Account 2017-18: Alice Springs and MacDonnell 2 Tourism NT, Regional Profile: Alice Springs and MacDonnell, year ending June 2018. 3 Tourism NT, Regional Profile: Alice Springs and MacDonnell, year ending June 2018. 6 Access to the Region includes road, rail and air travel routes. Notable drive journeys offered to visitors in the Region are listed in Table 2.

Table 2 - Road access and connections in the Alice Springs and MacDonnell Ranges Region

Route Contributes to tourism in the Region, as: Key destinations of the Region on the route

Alice Springs, Ti-Tree, Stuarts Well Roadhouse, Stuart Highway (also known as the The primary connection of northern and Rainbow Valley Conservation Reserve, Owen central NT and SA Explorers Way) Springs Reserve

Plenty Highway (also known as the A drive linking to QLD Gemtree Outback Way)

Ltyentye Apurte/Santa Teresa, Ross River Resort, Gemtree, East MacDonnell Ranges, Binns Track A unique four-wheel drive experience Arltunga Historical Reserve, Hale River Homestead

A remote road journey travelling through Tanami Road Tanami Desert, Yuendumu, Tilmouth Well Central Australia

The connection to Hermannsburg and links to the Mereenie Inner Loop/Namitjira Drive for Ntaria/Hermannsburg, Owen Springs Reserve, the West MacDonnell Ranges. Continues as an Finke Gorge National Park, Tnorala (Gosses Larapinta Drive/Mereenie Loop Road non-bituminised connection between Lasseter Bluff) Conservation Reserve, Glen Helen and Alice Springs and MacDonnell regions (part Lodge, Tjoritja/West MacDonnell National Park of the Red Centre Way)

Alice Springs, Tjoritja/West MacDonnell Namatjira Drive The connection to West MacDonnell Ranges National Park

Alice Springs, East MacDonnell Ranges, Ross Ross Highway The connection to East MacDonnell Ranges River Resort

Several common experiences and attractions support linkages across the Alice Springs and MacDonnell Ranges Region and other regions in the NT, as shown in Table 3. These connections act both as unique attractions for the Region, as well as attractions that support visitation across NT tourism regions.

Table 3 - Common experiences and attractions in the NT regions

Greater East Arnhem Alice and Attraction Kakadu Big Rivers Barkly Lasseter Darwin Land MacDonnell World War II history • • • • Pioneering history • • • • • • Aboriginal cultural tourism and the NT Arts Trail • • • • • • • The Ghan train journey • • • Drive journeys • • • • • • • Bird watching • • • • • • • Parks and natural attractions • • • • • • • Sporting & adventure activities • • • • Hiking • • • • •

Legend

• Nature-based offerings • Transport journey offerings • Aboriginal cultural offerings • History and heritage offerings

7 Destination management planning for the Alice Springs and MacDonnell Ranges Region

A comprehensive study of the current and potential state of the tourism industry for the Alice Springs and MacDonnell Ranges Region was undertaken. This study has focused on understanding the current market; available and potential tourism experiences in the Region; opportunities for sustainable growth in the industry; and industry stakeholders priorities. This analysis highlights that the Region has highly rated visitor attractions which align closely to drivers of regional tourism visitation and has opportunities to further develop the range of products and experiences available to travellers in the Region. Identified barriers to sustainable tourism industry development for the Region focus on air travel accessibility to the Region, social and economic challenges, and tourism operator capacity to develop the tourism industry. Guiding principles Stakeholders across the Region welcomed the development of the tourism industry, and identified that approaches to development efforts should be guided by the following principles:

• Delivering authentic experiences • Celebrate and share desert culture • Provide quality experiences and service

Comparative advantages Extensive quality The Alice Springs and MacDonnell Ranges Region has unique strengths that have motivated visitation to the Region and adventure can be leveraged to further support the development of the Region’s tourism industry. Comparative advantages for the experiences; Region‘s tourism industry include: the Region is recognised as a quality destination for soft adventure tourism experiences particularly The quality, quantity sporting experiences including hiking and mountain and diversity of natural biking. attractions of the Region; The hospitality and

the Alice Springs and MacDonnell Ranges Region is uniqueness of the recognised for its unique and striking natural attractions from arid deserts to mountainous ranges and outback Region; swimming experiences. visitation and industry stakeholders feedback highlights that the range of unique community events Authentic Aboriginal in the Region are a key attraction for visitors and cultural attractions and residents alike. experiences;

Alice Springs and the MacDonnell Ranges Region attracts a significant proportion of visitors seeking to engage in Aboriginal tourism, including 57% of visitor nights in Alice Springs being connected to Aboriginal tourism visitation.

8 Destination awareness Approach to developing visitor Trade partners, national operators and visitor trends indicate experiences in the Region high levels of destination awareness exists for the Region, this is closely associated with the Red Centre brand, which also Several opportunities exist to develop the tourism industry in incorporates the Lasseter Region. the Alice Springs and MacDonnell Ranges Region, through a focus on product development, destination development and Industry stakeholders have identified an opportunity and capacity building over the next 10 years. To support a strengths- confirmed a desire to develop a unique identity for the Region, based approach to development, the DMP works to leverage which speaks to the adventure tourism offering and leverages the Region’s unique comparative advantages, and strengths in off that success of adventure sporting activities including the visitor market, while concurrently developing systems and the Larapinta Trail and mountain biking in the Region. While investing in the structures that enable the tourism industry to opportunities to develop a distinct identity are recognised, develop sustainably. Recent recognition of the size and diversity the value of collaborative promotion of the Region with the of the accessible tourism market is an example of how an neighbouring Lasseter Region is broadly recognised and opportunity to progress the Region will utilise multiple tools to supported by stakeholders. meet market needs.

Stakeholders identified a need to build capacity among small To meet these needs, this DMP utilises the following tools to industry operators to contribute to regional identity awareness support sustainable growth. and destination marketing initiatives for the Region.

No cohesive identity for the Region was identified during the consultation process, and further exploration of this would be necessary to establish a unique positioning to support destination marketing for the Region.

To best leverage To maximise the the value of the Strategic efficient and Region’s assets product Facilitate effective use and effectively of resources in engage target packaging collaborative the Region to visitor markets. and action advance tourism marketing outcomes.

To build the To establish quality and resilience and quantity of Investments Capacity capability in the tourism product industry to deliver in the Region. attraction building quality tourism $ initiative activities experiences and support continuous improvements.

Ooraminna Station Homestead - south of Alice Springs 9 Industry gaps and opportunities

The Region offers significant natural and Aboriginal cultural experiences to visitors, the visitor experiences in the Region are also well aligned to the current demands in the visitor market. The Region is an important connection for visitors to the neighbouring Lasseter Region, and draws visitors from other Regions in the NT, making it an important contributor to tourism across the Territory. In addition, opportunities exist to encourage the further development of capacity and capabilities of industry operators to support sustainable growth across the industry over the long term. An analysis of the opportunities and gaps identified in the Region’s tourism industry, and approaches to maximising these opportunities or minimising gaps is summarised in Table 4.

Table 4 - Current opportunities and gaps in the Alice Springs and MacDonnell Ranges Region tourism industry

Approach to addressing opportunities and gaps

Development of the proposed National Aboriginal Art Gallery and National Investment attraction initiatives Indigenous Cultural Centre in Alice Springs

Build on visitor satisfaction and market opportunities in soft adventure experiences Investment attraction initiatives and in the Region capacity building activities

High demand for Aboriginal and nature-based tourism offerings among Australian Investment attraction initiatives and and international visitors capacity building activities Strategic product packaging and Leverage attractiveness of the Region’s unique community hospitality and events marketing and facilitate collaborative action Capacity for product development leveraging the natural, cultural and historical Investment attraction initiatives and assets of the Region, to meet the needs of the current market demand. capacity building activities

Maximise strategic planning, investment in tourism and infrastructure, government Facilitate collaborative action services, and stakeholder capacity in the Region

Opportunities to progress Opportunities to Strategic product packaging and Leverage attractiveness and visitor satisfaction with tour activities in the Region marketing and facilitate collaborative action Strategic product packaging and Further develop and expand the early success of event tourism and experiences in marketing and facilitate collaborative the Region action

Coordinate land access for prospective investors and developers Investment attraction initiatives

Cost of air-travel deterring visitor dispersal to Alice Springs Investment attraction initiatives

Effect of social and economic challenges on regional tourism Capacity building activities

Establish quality offerings from fresh food to unique culinary experiences focused Capacity building and investment on provenance attraction initiatives

Visual appeal and capacity for tourism industry development in the Alice Springs Investment attraction initiatives central business district

Mechanisms for engagement and collaboration between Government, Land Facilitate collaborative action Councils, industry and prospective investors

Limited business development capacity among industry operators, including Gaps to address Gaps to Capacity building activities identifying and applying for funding, marketing and product packaging Strategic coordination and delivery of infrastructure supporting tourism (signage, vehicle turning points, vehicle parking, rest stop, waste services, internet and Facilitate collaborative action communications) Limited existing capacity and the lack of planning and strategic consideration for Capacity building and investment supporting accessible tourism in the Region attraction initiatives

Poor satisfaction ratings and perceptions of the accommodation standard in Alice Capacity building and investment Springs attraction initiatives

10 Action plan

To ensure the sustainable development of the Region’s tourism industry, a focus on capacity building; collaborative action; strategic product packaging and marketing; and investment attraction is recommended. A plan for the activation of these four tools through strategic actions in partnership with multiple stakeholders in the Region is outlined below.

Capacity building activities

The sustainable development of the tourism industry in the Region will be dependent on the capacity of the many industry operators in the Region to facilitate a range of initiatives that support industry development, such as the delivery of quality experiences and service, marketing and communications, funding and investment attraction. Opportunities to build capability across industry and the destination to enhance social, economic and industry outcomes were identified during the destination management planning process.

Why is this a priority?

• 61% of the Region’s tourism businesses consist only of their owners or four or fewer employees4 • NT destination satisfaction survey data identified visitors rate food and hotels in the Region as satisfactory, highlighting opportunities for improvement

• Aboriginal tourism experiences offer the potential to support the sustained development of the Region’s tourism industry, if supported through capacity building endeavours.

Leads: Partners: Actions: Outcomes:

1. Department of Industry, Tourism and Trade (DITT) in collaboration with Tourism Central Australia (TCA), Industry Skills Advisory Council NT (ISACNT) and Hospitality TCA, Hospitality NT, Enhanced skill and capacity of tourism operators DITT NT to complete an assessment and deliver • ISACNT to meet industry standards. a suite of targeted skills development and capacity building training services to tourism operators in the Region (including Regional and Town Councils).

2. Tourism NT (TNT) to continue to invest in • Enhanced awareness among tourism operators ReviewPro or similar data collection tools of visitor expectations and satisfaction ratings. TNT TCA, Hospitality NT and work collaboratively with TCA and • Improved satisfaction of visitors to the Region. Hospitality NT to support the development • An annual visitor satisfaction score card. of industry standards using data insights.

3. Tourism NT in partnership with the NT Aboriginal Tourism Committee (ATC), Project Implementation Team (PIT) and industry to Increased quantity and quality of Aboriginal TNT ATC, PIT • continue to implement the NT Aboriginal tourism products in the Region. Tourism Strategy to build capacity across the Aboriginal tourism sector.

4. Arts NT in partnership with the ATC to Action plan to maximise the outcomes from the ATC, Art Centres, • Arts NT re-evaluate the NT Arts Trail with the aim to NT Arts Trail. TNT identify approaches to deliver this initiative.

• Enhanced accessibility of tourism experiences in 5. Tourism NT to work with industry to the Region. TNT implement self-assessment and rectify • Increase visitation, consumption and experiences accessibility barriers in their operations. in the Region.

6. DITT in collaboration with the Regional Regional & Town Clear career pathways to lead to ongoing job and Town Councils to develop a community • DITT Councils, TNT, ATC, opportunities. driven Aboriginal training institution in Alice PIT Springs and MacDonnell Ranges.

4 Tourism Research Australia, 2019, Tourism Businesses in Australia. 11 Facilitation of collaborative action

A range of stakeholders are contributing to the outcomes of the tourism industry in the Region. Systems and processes which enable effective coordination and collaboration across stakeholder cohorts will enhance the likelihood of efficient use of resources, through realisation of opportunities to share resources, obtain information that supports effective planning, and reduction in duplication and waste. In addition, stakeholders have identified the need to enhance collaboration and opportunities which arise through events in the Region, and through product packaging with operators in the Lasseter Region.

Why is this a priority?

• Multiple stakeholders are required to coordinate services and infrastructure critical to the visitor’s experiences in the Region, such as those experiences in the West MacDonnell Ranges

• Industry stakeholders engaged in consultation have expressed a desire to have greater engagement between operators, with government agencies and Tourism Central Australia to develop tourism outcomes.

Leads: Partners: Actions: Outcomes:

1. Tourism NT to establish a Project Implementation Team (PIT) to deliver, TNT PIT Coordinated implementation of the DMP. monitor and evaluate the agreed actions of • the DMP.

2. Tourism NT in partnership with the • Increased investment in communications PIT to prioritise tourism communications infrastructure across the NT. TNT PIT infrastructure to address ‘black-spots’ in the • Improved visitor safety and ability to share and Region. promote the Region via social media.

3. Department of the Chief Minister and Cabinet (DCM&C), Tourism NT, ATC and the Central Land Council (CLC) to work Action plan to improve the coordination of DCM&C TNT, ATC, CLC • collaboratively to review and address Aboriginal land access in the Region. barriers to the coordination of Aboriginal land access in the Region.

4. PIT to work within their agencies to • Reduced confusion within industry on the coordinate grant programs to increase multiple grant programs. TNT PIT efficiency and ensure leveraging of common • Enhanced outcomes for the funding available. goals.

5. Regional and Town Councils to prioritise maintaining thoroughfares and central public facilities in an effort to create ‘welcoming public spaces’ across the Region. Regional Tourism NT, Department of Infrastructure, • Enhance visitor perceptions of safety and TNT, DIPL, DCM&C, and Town Planning and Logistics (DIPL), DCM&C and security. DTFHC Councils Department of Territory Families, Housing • Enhance visitor experience. and Communities (DTFHC) to provide support to funding applications that will increase community safety, pride and a welcoming feel.

6. Establish sub-region/sector action and • Better coordination between regional operators. TCA DITT, TNT advocacy groups e.g. the West MacDonnell operators group.

12 Strategic product packaging and marketing

Early success in the development of adventure experiences in the Region, the growth of event experiences, and the changing nature of the Region’s relationship with the neighbouring Lasseter and Barkly regions act as a catalyst to reconsider a distinct regional identity and destination marketing approach for the Region. Further targeted marketing and product packaging investment is proposed across the industry to address the challenge of high cost air travel to the Region.

Why is this a priority?

• The success of adventure experiences in the Region could be leveraged to build a targeted regional identity for the Region • The cost of air access to the Region is a barrier to broader visitor dispersal and warrants targeted marketing and product packaging strategies

• The changing relationship between the Lasseter and Alice Spring and MacDonnell Ranges regions is a catalyst to consider marketing activities between the regions.

Leads: Partners: Actions: Outcomes:

1. Tourism NT to work with airline operators Increased visitation to the Region through air TNT Airlines to develop a strategy to enhance air access • travel. to the Region.

• Enhanced number and range of experience packages for the Region. • Increase visitation, consumption and experiences 2. TCA to facilitate packaging of tourism TCA TNT in the Region. experiences in the Region. • Enhanced skill and capacity of tourism operators to develop product packages.

3. Tourism NT to continue to deliver a ‘Drive • Increase visitation, consumption and experiences Strategy’ building a strategic approach by the drive markets in the Region. to investment in road infrastructure and TNT PIT, DIPL Action plans for the coordination of waste, linkage of tourism priorities. The PIT to be • signage and infrastructure. part of the consultation and have ongoing input into the delivery.

• Enhanced regional identity awareness among visitor markets. 4. Tourism NT, TCA and industry to support • Increase visitation, consumption and experiences TNT TCA, DITT, PIT destination awareness and promote the in the Region. Region’s identity. • Enhanced skill and capacity of tourism operators to market and promote tourism experiences.

5. Tourism NT to support the history and heritage sector to realise the tourism Heritage National Trust, TNT, potential of historical sites. Heritage NT • Increase visitation, consumption and experience NT PIT and National Trust to continue to assist in the Region. communities in maintaining and protecting key heritage assets in the Region

13 Investment attraction initiatives

The Region has successful tourism product offerings and a number of product opportunities which require development, or enhancement to enable a higher quality product offering through private investment.

Why is this a priority?

• Identified as a core priority in theNT’s Tourism Industry Strategy 2030, targeted investment in the NT’s product and regions will drive significant increases in visitation and stimulate further investment in experiences.

• Stakeholder plans and activities to develop the destination present an opportunity to be leveraged by the tourism industry.

• Visitor satisfaction surveys indicate only satisfactory assessment of food and hotel offerings in the Region.

• A number of product development opportunities align to experiences resulting in visitor satisfaction such as Aboriginal culture and nature experiences.

• Enhanced access by sealing of the Mereenie Loop and Outback Way.

Leads: Partners: Actions: Outcomes:

1. Building on opportunities identified in the DMP, DITT and DCM&C in partnership • Establishment of a structured approach to DCM&C, TCA, with TCA, Hospitality NT, Tourism NT and tourism investment attraction and coordination DITT Hospitality NT, TNT, industry, to develop a portfolio of product in the Region. PIT opportunities and engage across the public • Increased tourism investment in the Region. and private sector to establish a pipeline and investment prospectus

2. The PIT to develop and maintain a • A prioritisation matrix to inform the DITT and formalised framework for the articulation TNT PIT DCM&C investment pipeline framework. and development of investment initiatives in the Region.

• Increased quantity and quality of tourism experiences in the Region. 3. Align industry support and grant funding TNT DITT, PIT Tourism NT grant programs aligning with DMP programs outcomes with DMP priorities. • priorities.

• Enhanced accessibility of tourism experiences in 4. The PIT and Government agencies to the Region. consider accessibility, when providing TNT PIT Increase visitation, consumption and experiences comment, or allocating funding to • in the Region. investment initiatives or grant rounds.

5. PIT to facilitate improved processes within TNT PIT the respective organisations to expedite • Increased tourism investment in the region. investment opportunities.

Acronyms

ATC - Aboriginal Tourism Committee DTFHC - Department of Territory Families, Housing and Communities CLC - Central Land Council ISACNT - Industry Skills Advisory Council NT DCM&C - Department of the Chief Minister and Cabinet PIT - Project Implementation Team DIPL - Department of Infrastructure, Planning and Logistics TCA - Tourism Central Australia DITT - Department of Industry, Tourism and Trade TNT - Tourism NT DMP - Destination Management Plan

14 Product development opportunities

In consultation with stakeholders, priority product development opportunities have been identified to support the sustainable development of tourism in the Region. A complete list and assessment of these opportunities is detailed in Appendix A. With consideration of industry insights, prioritisation of high impact and attainable opportunities that will facilitate the broadest impacts on the development of the Region’s tourism industry across the Region are listed in Table 5.

Table 5 - Priority product development opportunities in the Alice Springs and MacDonnell Ranges Region

Level of Estimated Product Current Product opportunities stakeholder scale of Possible action status status support investment

Establish the National Aboriginal Art Gallery New Extensive Planned High Finalise and implement plans (NAAG)

Establish the National Indigenous Cultural New Extensive Planned High Finalise and implement plans Centre

Establish a new contemporary visitor Identified information centre with possible commercial Existing Broad Medium Project assessment opportunity collaboration opportunities

Consolidate and expand the business and Identified leisure event infrastructure and experience Existing Broad Low - medium Business case opportunity offer

Develop new and support the upgrade of Identified Development of a coordinated approach Existing / New Extensive Low - medium Alice Springs Alice cultural and heritage tourism experiences opportunity with prioritisation

Develop new products that further enhance Identified tourism experiences between and including Existing Extensive Low - medium Market assessment opportunity the Telegraph Station, NAAG and CBD

Expand mountain biking experiences and Existing Extensive Planned Medium As per the MTB Master Plan services

Establish and improve quality accommodation Identified Existing / New Broad High Market assessment offerings in Alice Springs. opportunity

Seal the Mereenie Loop Road to better Identified connect Watarrka & West MacDonnell Existing Extensive High Investment case opportunity National Park

Identified Develop night time tourism experiences Existing / New Extensive Low – medium Market and feasibility assessment opportunity

Develop experiences that service the Identified knowledge and education sectors New Extensive Low – medium Knowledge and Education action plan

Ranges Region Ranges opportunity expectations

Develop the Stuart Highway WWII and Identified Alice Springs and MacDonnell Alice Existing Concentrated Medium Market assessment pastoral history journey experience opportunity

Establish a walking trail linking Ntaria/ Identified Hermannsburg to the Finke Gorge National New Concentrated Medium Market assessment opportunity Finke Finke Gorge Park

Identified Expand Aboriginal cultural experiences New Concentrated Low - Medium Grant and funding initiatives opportunity

Develop the Namitjira Art Gallery in Ntaria/ Identified New Broad High Market assessment and investment case Hermannsburg opportunity Ntaria/

Hermannsburg Finalise the redevelopment of the Existing Extensive Planned Activity High In progress Hermannsburg Historic Precinct

Establish an iconic, sustainable and in Identified landscape accommodation facility in the West New Extensive High Market Assessment opportunity MacDonnell Ranges

Develop a hub for world class adventure Identified experiences set within the MacDonnell New Extensive High Market Assessment opportunity Ranges Tjoritja/

Finalise the Red Centre Adventure Ride Existing Concentrated Planned Activity High In progress West MacDonnell Ranges West

Complete the sealing of the Outback Way and upgrade the wayside facilities and Existing Extensive Planned Activity High In progress - Investment case Hwy

Plenty experiences

Legend Level of stakeholder support Estimated scale of investment ($AUD)

Nature-based offerings Concentrated Local community, individual or single Govt. agency High +1 million

Aboriginal cultural offerings Broad Community + others, or multiple agencies Medium 0.1 – 1 million

Drive – journey offerings Extensive Community, Govt., multiple agencies and/or industry Low 0 – 100,000

History and heritage offerings

Quality facilities

15 Implementation, monitoring and evaluation

Tourism NT will lead the Project Implementation Team (PIT) who will be responsible for the implementation of the DMP. The PIT consists of representatives from:

• Tourism Central Australia • Central Land Council • Alice Springs Town Council • MacDonnell Regional Council • Central Desert Regional Council • Department of the Chief Minister & Cabinet • NT Department of Infrastructure, Planning and Logistics • NT Department of Industry, Tourism and Trade • NT Department of Environment, Parks and Water Security • NT Department of Territory Families, Housing and Communities.

The 10 year timeframe for the DMP establishes a need for regular monitoring and evaluation of the effectiveness of the plan in supporting industry growth. This will include annual progress reports and an annual review score card. To enhance tourism outcomes in the Region it will require alignment and collaboration across the public, private and community sectors. Reviews of the DMP every two years will ensure stakeholders from the tourism sector as well as stakeholders from all sectors are involved in providing feedback and contributing to a sustainable tourism sector for the Region.

16 Anzac Hill - Alice Springs 17 Hermannsburg Historic Precinct – Ntaria / Hermannsburg

The Alice Springs and MacDonnell 2 Ranges Region

The Alice Springs and MacDonnell Ranges Region make up a significant portion of Central Australia, an area characterised by its unique environment, including arid desert; mountain ranges; water holes; red sands; desert flora and fauna, and connection to Aboriginal culture and community.

Introduction

Tourism is one of the most Tourism has ongoing importance for the NT, being identified as one of five growth valuable industries contributing sectors in the NT Economic Development Framework (EDF). to the NT economy. In the NT in 2017/18 tourism contributed: To secure the future prosperity of the tourism industry in the NT, NT’s Tourism Industry Strategy 2030 (the Strategy) was developed. The Strategy identifies the need to establish Destination Management Plans (DMPs) for regions in the NT as part of a $1.2 billion systematic and sustainable approach to the growth of the industry. direct Gross State Destination management planning aims to: Product (GSP) • Identify key strengths and assets for each region • Recommend actions to activate opportunities, address gaps and identify potential investments in order to meet visitor demand6. $1.2 billion Tourism NT has initiated destination management planning in the NT tourism regions of: indirect (GSP) • Big Rivers (Katherine-Daly) • Barkly • Alice Springs and MacDonnell Ranges 9,700 • Lasseter. direct jobs The Alice Springs and MacDonnell Ranges Region DMP offers a strategic, strengths- based approach to development of the tourism industry over the next 10 years. 7,400 indirect jobs5

5 State Tourism Satellite Account, Tourism Value to the NT 6 Tourism NT, NT’s Tourism Industry Strategy 2030 18 Figure 3 - Alice Springs and MacDonnell insert map The Alice Springs and MacDonnell (not to scale) Ranges Region

The Region covers a vast area of land in Central Australia, extending across the width of the Territory and incorporating much of the land in the middle of the Territory. Ta nami • Figure 2 and 3 shows the Alice Springs and MacDonnell Ranges Region alongside the other tourism regions of the NT.

MacDonnell

Figure 2 - NT Tourism regions Ti Tree Yuendumu • • Papunya • Litch eld Tjoritjja/West Kakadu Arnhem • MacDonnell National • East MacDonnell Ranges Ikuntji/ Park • Galiwinku Haasts Bluﬀ Maningrida!• • Nhulunbuy Alice Springs• • Ltyentye Apurte/ Santa Teresa Darwin • Ntaria/Hermannsburg • Jabiru Finke Gorge National Park • • Litch eld Rainbow Vally Kakadu Arnhem • Conservation Reserve Adelaide River •

• Daly River • Alyangula • Wadeye Katherine •

Limmen Katherine • Daly Borroloola Daly Waters • • Socio-economic profile

Elliott • Alice Springs’ estimated resident population in 2019 was 26,390, representing 10.7% of the NT’s total population7. Between the years 2011 and 2016, the population of Alice Springs decreased Barkly by a total of 1.7%7. Poor population growth is a trend seen

Te nnant Creek Barkly across the NT. • Homestead Ta nami • •

Devils Marbles The MacDonnell Ranges Region population is estimated to be • 6,753; however as this population is spread across the tourism

Barrow Creek regions of Lasseter and Alice Springs and MacDonnell Ranges, a • MacDonnell specific figure for the population is not known. Ti Tree Yuendumu • • The Region is an important contributor to the NT economy,

Haasts Bluﬀ hosting 27% of the Territory’s registered businesses (4,025 in • Alice total), and generating 9% of the Territory’s Gross State Product Alice Springs• Springs (GSP) in 2019 (totalling $2 billion)8. According to economy.id, • Kings Canyon the leading industries in the Region in 2018/19 by value were: Lasseter Yulara • Finke Health care and social assistance ($439 million) • • • Public administration and safety ($274 million) • Education and training ($178 million)9. Source - TRA, Tourism Region Maps, NT.

Comparatively, Tourism Research Australia’s Regional Tourism Satellite Account, which considers the economic impacts of tourism across the economy, highlights that the tourism industry contributed approximately 16% of the Gross Regional Product (GRP) ($324 million) and employed 1,755 people (directly and indirectly) in 2017/1810.

More detailed information discussing the Region’s socio- economic profile can be found in Appendix B.

7 Profile.id, Alice Springs Town Council LGA:About the profile areas. 8 Economy.id, Alice Springs Town Council LGA: Gross Regional Product 9 Economy.id, Alice Springs Town Council LGA: Value Added 10 Tourism Research Australia, Regional Tourism Satellite Accounts: Alice Springs and MacDonnell 19 Tourism Nature The East and West MacDonnell Ranges offerings in each stretch 150 km to the east and the west of Alice Springs. The ranges are a key visitor attraction, offering the Region bush walks, gorges, mountain biking, swimming and wildlife. Within the The Region is associated with being ranges are various nature parks and the heart of the Australian outback, conservation areas, and many areas a destination where visitors can which are only accessible by 4WD. experience nature, Aboriginal culture, Camping is available throughout the adventure, history and events. Parks.

Destinations Events Alice Springs has developed several of the Region events of significance, contributing to visitation and the development of the Multiple destinations across the Region tourism industry and helping establish contribute tourism offerings. Key an identity connected to unique events. locations currently engaged in the A wide range of events are hosted in tourism market include: Alice Springs including celebrations of music, art, culture, sports and Alice Springs • community. Unique community events Tjoritja/ West MacDonnell National • include the Beanie Festival, FabAlice, Park and the Henley on Todd (a boat race • East MacDonnell Ranges held on the dry bed of the Todd River). • Tanami Desert Notable Aboriginal arts and cultural • Ntaria/ Hermannsburg events in the Region include the • Ti Tree Parrtjima - A Festival in Light and Desert • Rainbow Valley Conservation Reserve Mob exhibition. Important sports and • Ltyentye Apurte/ Santa Teresa adventure events in the Region include • Finke Gorge National Park the Finke Desert Race, Red CentreNATS, Masters Games and Outback Cycling • Ikuntji/ Haasts Bluff Easter. The Wide Open Space Festival Yuendumu • and Desert Song Festival offer a • Papunya celebration of music. A summary of each of the key destinations in the Region is outlined in Appendix C.

20 Adventure History and The Region offers a variety of adventure activities that can appeal heritage to a diverse demographic. The area’s landscape provides ideal mountain Alice Springs and the surrounding biking conditions, which are easily area has a rich pioneering history, accessible from Alice Springs. The area dating back to the gold rush of the also has the Larapinta Trail, a variety 1880s. 115 km east of Alice Springs, of 4WD trails and organised activities Arltunga Historical Reserve marks the such as camel riding, hot air balloon and site of Central Australia’s first official scenic flights available. Early success has town. 130 km in the other direction, been reported in adventure tourism in Hermannsburg offers visitors insights the Region, particularly participation into an early Lutheran mission. Closer in mountain biking and hiking, with to Alice Springs, the 1870s Telegraph interest and opportunities to expand Station provides a look into early settler these offerings highlighted by industry life. The Ghan train journey through stakeholders. Central Australia is named for and celebrates the history of pioneers in Australia, supported by cameleers to explore and survive the harsh desert conditions. Alice Springs also has a range of sites exploring Central Australia’s role in Australia’s World War Aboriginal II history. culture

Alice Springs and the MacDonnell Ranges are the traditional lands of the Arrernte people. Their continuing connection to land and culture provide many opportunities for Aboriginal tourism. Aboriginal cultural experiences in the Region include the Yeperenye (caterpillar) origin story of the MacDonnell Ranges, Aboriginal rock art, the Arrernte people’s stories, arts and cultural centres, as well as tours and events.

Pyndan Camel Tracks - Alice Springs 21 Mountain biking in the Red Centre – Alice Springs

3 Destination management planning

The Alice Springs and MacDonnell Ranges Region Destination Management Plan (DMP) aims to guide the sustainable growth of the tourism industry in the Region and the Territory more broadly. The Plan considers the Region’s tourism products, visitor trends and expectations, and contributing social and economic factors for tourism planning, to enable a holistic and strategic approach to growth of the industry over the next 10 years.

Introduction

Destination management planning is a comprehensive approach to regional tourism development, accounting for social, economic and ecological factors in the destination. It considers the interrelatedness of these factors and their relationship to tourism outcomes.

Destination management is an ongoing process that allows private industry, government and communities to work together to define a unified vision for a destination, plan to achieve the industry’s desired future, and manage the desired outcomes for a destination.

The Alice Springs and MacDonnell Ranges Region DMP presents an important opportunity to engage in long term planning for the sustainable growth of the industry in the Region.

22 Theory of destination Collaboration in destination management planning management

Tourism can be an economic driver, contributing to the growth Multiple governing bodies and authorities have an interest and and development of a Region through job creation, investment role in the development of tourism in the Region and have made attraction, and infrastructure development. Equally important investments in tourism infrastructure and services. An important are the social benefits delivered from tourism, such as added role of the DMP is to identify and coordinate tourism industry vibrancy and the lifestyle benefits that attract visitors and and cross sectoral development initiatives across the Region, to residents alike. maximise the impact of this activity for tourism, as well as avoid duplication and inefficiencies limiting destination outcomes. Destination management ensures that tourism is cohesively integrated into the economic, social, cultural and ecological The development of the DMP sought to actively engage a broad fabrics of a community, by considering tourism growth range of stakeholders, including those outside of the tourism holistically, through a regional lens and over a long-term industry that contribute to the development of destinations. timeframe. Key stakeholder groups included:

The guiding approach utilised in the development of the • Alice Springs Town Council Region’s DMP includes: • MacDonnell Regional Council Central Desert Regional Council • Defining the destination and its access points • Central Lands Council • Understanding the market and offerings • Alice Springs Chamber of Commerce • Engaging stakeholders to consider the vision for the future • of the destination • Ngurratjuta/Pmara Ntjarra Aboriginal Corporation • Using a clear, structured and well communicated process to • Business, community and representative organisations engage all stakeholders in the delivery of the vision • NT Department of the Chief Minister & Cabinet . • NT Department of Industry, Tourism and Trade Imperative for destination • NT Department of Environment, Parks and Water Security management planning A range of guidelines, plans and agreements establishing the vision, focus and plans for destinations in the Region have been The NT’s Tourism Industry Strategy 2030 (the Strategy) highlights considered in this study, to identify opportunities to leverage the value of investment in key attractions and regions, for collective action, and support the strategic investment and the development of the Territory’s regions and ultimately the allocation of resources in the Region. A discussion of key plans is growth of tourism in the Territory. provided in Appendix D.

Increased investment by government and the private sector, targeting the Territory’s products and regions which have the capacity to drive visitation, is a core tenant of the Strategy.

The Strategy highlighted the need for DMP to:

• Identify investment-ready opportunities across regions, including new experiences and products to be delivered by the private sector, and core infrastructure to be delivered by the public sector • Identify priority segments for the regions.11

The Region’s DMP identifies several priorities and opportunities for:

• The development of new product and experiences • Infrastructure investments that will aid tourism development • Gaps in industry capability.

The Region’s DMP will serve as a guiding document to support the sustainable growth of the tourism industry.

11 Tourism NT, NT’s Tourism Industry Strategy 2030. 23 Process of destination management planning

This DMP was developed over successive stages of research, consultation, design and refinement.

To inform the early stages of the planning process, a review of existing tourism strategy documents, such as the NT’s Tourism Industry Strategy Strategy 2030, Northern Territory Aboriginal Tourism Strategy 2020-2030, plus regional municipal plans, Parks and Wildlife NT park management plans and visitor experience plans were examined. Through a combination of document review and desktop research, an understanding of the current state and strategic directions in key destinations in the Territory was established. This provided a basis to commence destination management planning and align the approach of the DMP with existing strategies.

To build on the baseline data established in the early stages of the process, stakeholders were engaged with via a combination of surveys, phone calls, one-on-one interviews, and workshops across the Region. A summary of the stakeholder consultation process and outcomes is detailed in Chapter 5.

The consultation phase provided key insights of stakeholders from the tourism industry and other supporting industries, including government and community representatives. This input provided a check on the early insights gained through desktop research and confirmed the priorities of stakeholders in the Region.

Following consultations, demand data from ReviewPro, research from Tourism Australia and Tourism NT, combined with insights offered through discussions with national trade partners and operators were analysed to better understand strategic challenges and opportunities for growth of the tourism industry in the Region.

24 Glen Helen Gorge - Tjoritja / West MacDonnell National Park 25 Ellery Creek Big Hole -Tjoritja / West MacDonnell National Park

4 Trends in regional tourism

Regional tourism has gained in popularity in recent years, with travellers increasingly seeking authentic, cultural, and nature-based tourism experiences. The Region can leverage its unique cultural and natural assets to capitalise on this trend to develop its tourism industry.

Introduction

Trends in regional tourism in Australia highlight an opportunity for the Region to leverage its available assets to meet the market’s high demand for unique, authentic, cultural, and natural experiences.

Yet caution should be applied when considering opportunities in visitation trends, with several barriers to building the tourism industry remaining for the Region, including competition with capital cities in attracting visitors, and the significant investment in both time and expense required to visit the Region.

Over the next 10 years the tourism industry in the Region could focus its efforts on leveraging its natural, cultural and historical assets to maximise the benefits from current travel trends. Investment in festivals and relevant events to drive visitation to the Region also presents an opportunity to build value in the tourism market.

NOTE: The tourism trends discussed in this chapter are based on information and data prior to COVID-19. Due to COVID-19, it is expected that the short to medium term trends in the Australian tourism industry will be impacted, creating disruption and changes in visitor demand and preferences. Accordingly, it will be critical to review shifting trends across the life of the DMP.

26 General trends in regional tourism

Low exchange rates, low inflation, and increases in variable The study identified that the common motivators influencing travel-budget options have increased domestic visitation across those that did not travel to regional destinations on their most Australia in recent years. Domestic spend reached a record recent trip included: $80.7 billion in 2019, with overnight trips increasing 12% from the prior year12. • Family and friends are a central motivator for travel, as opposed to place Additionally, the number of international visitors grew 2% in • Time and money constraints, for both domestic and 2019, with international visitor spending also reaching a record, international visitors at $45.4 billion13. • A preference for capital cities, which was related to shopping, dining and a greater range of experiences Tourism Research Australia’s State of the Industry 2018 identified the Asian middle class and youth market are driving • For domestic travellers a preference for overseas growth in tourism in Australia. destinations was noted • For international travellers (particularly Chinese) a lack of Asia contributed 88% of the $1.5 billion in tourism spend gained knowledge about regional Australia was a key barrier to in 2019, and 69% of the 185,000 visitor increase13.The increasing dispersal. number of Asian visitors are placing greater importance on experiences and cultural immersion14. These barriers to regional tourism highlight the need for targeted tourism marketing and communication to viable The youth market has shifted tourism demands, through their markets, and the importance of coordinated tourism planning greater use of low-cost carriers, lower patronage of traditional that considers strategic approaches to tourism markets, such hotel accommodation, and lower average daily spend. As as greater information sharing and travel planning support to a segment, they are particularly seeking authentic tourism Chinese markets. experiences.

The Region’s proximity to Asia, unique natural environments and Aboriginal tourism capacity presents significant opportunities to market the Region to the Asian market.

While both international and domestic visitation is increasing in Australia, enticing visitors to regional and remote Australia remains a challenge.

A recent study examining regional dispersal in Australia15 found that among a set of traveller cohorts investigated, those most likely to visit regional destinations in Australia (in order of demand) included:

• Family road trippers, domestic travellers (62% travelled to regional Australia on their most recent trip) • Traditional international market Gen Y and Z, on their first trip to Australia (59% travelled to regional Australia on their most recent trip) • Affluent 55+ Australians (56% travelled to regional Australia on their most recent trip).

Conversely, markets less likely to disperse to regional destinations in Australia are:

• The Asian marketing visiting friends or relatives (VFR) (19% travelled to regional Australia on their most recent trip) • Festival and event goers (34% travelled to regional Australia on their last trip) • The Asian market Gen Y and Z (41% travelled to regional Australia on their most recent trip).

12 Tourism Research Australia, Travel by Australians year ending December 2019. 13 Tourism Research Australia, International visitors in Australia year ending December 2019. 14 Tourism and Events Queensland, Queensland Asia Tourism Strategy 2016-2025. 15 Deloitte Access Economic, 2019, Understanding visitor regional dispersal in Australia. 27 Festival and event tourism Aboriginal tourism

Festivals and events can be an effective way to attract visitors Increasingly, visitors are seeking authentic cultural experiences. to a regional destination. Tourism Research Australia published Aboriginal tourism visitors are those who participate in at the results of a survey on regional event tourism in 2014 which least one Aboriginal tourism activity during their trip. This can found that events can be a main driver for visitation, with 57% of include visiting an Aboriginal site or community, experiencing first-time visitors being primarily motivated to visit by an event. an Aboriginal art, craft or cultural display, or attending an In addition, 75% of the survey respondents advised the event Aboriginal performance. was the only reason driving visitation. The survey found that the most popular events include: Demand for Aboriginal tourism is rising sharply, with the number of international tourists participating in some form of Aboriginal • Food and wine tourism increasing by over 40% between 2013 and 2019. In • Music related 2019, 77% of international holiday visitors participated in an Aboriginal cultural activity during their trip in the Territory.18 • Garden and botanical • Sport (as a spectator) Of all regions in Australia, when considering the proportion • Art exhibitions. of visitor nights associated with international visitors who participate in at least one Aboriginal tourism activity, the Recent research by Deloitte Access Economic considering Region is ranked second among regions, with these visitors visitors to regional destinations, identified that of those representing 86% of all international visitor nights in the Region, travellers who prioritise festivals, events and sports when they being second to the Lasseter region. Of visitor nights in Alice travel, 34% had travelled to regional destinations in Australia on Springs 57% are connected to Aboriginal tourism visitors.19 their most recent trip. For this group, sporting events were the most frequent draw card16. Notably this cohort is typically male, Aboriginal tourism visitors are important for driving demand, more likely to live in regional Australia and their travel involves but also for their comparative value. These visitors typically stay minimal research and point to point travel. longer than other international visitors and spend substantially more ($7,286 per visitor compared to $4,792.)20 The value of events for the Region has been identified across the tourism industry and is encapsulated in the #RedCentreNT The demand, value and existing capability to support Aboriginal Regional Events Strategy 2018-2023, developed by Tourism tourism in the Region establishes the importance of ongoing Central Australia (TCA). The Strategy highlights the competitive investment in this sector. The growth trends for visitors seeking strengths established from events in the Region, and aims authentic cultural experiences suggests this opportunity can to leverage events to showcase the Region, drive regional be sustained over the long-term, warranting a substantive dispersal, increase length of stay and provide visitors with a development and investment timeframe. reason to book travel to the Region.

Notable events in the Region include:

• Alice Springs Beanie Festival • Parrtjima – A Festival in Light • Alice Springs Camel Cup • Red CentreNATS • Finke Desert Race • Henley on Todd Regatta • Desert Song Festival • Outback Cycling Easter • Alice Springs Masters Games.

The annual Parrtjima – A Festival in Light event celebrates Aboriginal culture though light displays, workshops and other art projects, offering an insight into the value of events to the Region. The 2019 festival attracted over 25,000 attendees, an increase of 24% from the previous year, generating $1.8 million from interstate visitation for the Alice Springs economy.17

16 Deloitte Access Economic, 2019, Understanding visitor regional dispersal in Australia. 17 Parrtjima, Parrtjima brings $1.8M into the Red Centre. https://www.parrtjimaaustralia.com.au/parrtjima-brings-1-8m-into-the-red-centre/ 18 Tourism NT, Combined Snapshot Year Ending September 2019. 19 Australian Government Department of Foreign Affairs and Trade,Indigenous Tourism Surge. https://dfat.gov.au/about-us/publications/trade-investment/business-envoy/Pages/january-2019/ indigenous-tourism-surge.aspx 20 Australian Government Department of Foreign Affairs and Trade, Indigenous Tourism Surge. https://dfat.gov.au/about-us/publications/trade-investment/business-envoy/Pages/january-2019/ indigenous-tourism-surge.aspx 28 Ecotourism Key findings

Nature-based tourism is defined as “leisure travel undertaken Trends in regional tourism in Australia highlight the importance largely or solely for the purpose of enjoying natural attractions of leveraging the authenticity of the Region, presented through and engaging in a variety of nature-based activities.”21 Eco its cultural, historical and heritage, and nature-based assets, to and nature-based tourism is becoming more popular and is an support the sustainable growth of the industry and maximise attractive investment for regions focused on environmental visitor market value. preservation. The Region is already doing this, using the opportunity of Nature-based tourism was identified as a top reason to visit festivals and events to encourage visitation and build the profile regional destinations in Australia by both domestic and of the Region’s cultural and natural assets. international visitors.22 Nature-based and bucket list holidays were the second and third most popular reasons for visiting Similarly, the Region has leveraged its natural profile to regional destinations in Australia among international visitors. encourage visitation through the development of mountain biking experiences. Of international visitors, ‘nature-based and/or other outdoor activities’ was listed in the top five reasons for visiting regional The trends of regional visitation in Australia also point to the Australia for the Chinese, Japanese, and American markets. importance of nuanced approaches to growth by the industry, Another study showed that ‘nature and wildlife’ was the which recognise that not all markets will disperse to regional number one driver among Chinese, German, Indian, Indonesian, destinations. Accordingly, efforts to target markets which are and Korean markets. Australia is widely recognised for quality likely to disperse to regional destinations in Australia will be nature-based travel experiences, being rated as the number important for the Region. one country globally for nature and wildlife by international travellers.23

This recognition presents an opportunity for the Region, as it is already known for its geological features and has the potential to further develop nature-based tourism. With Australian terrestrial reserves including National Parks receiving over 1.47 million visitors in 2017-18, an increase of 6.5% from the prior year,24 and broad national and international demand for this experience, a focus on development of the Region’s nature- based offerings is warranted.

In particular, Alice Springs has already developed mountain biking, with an expanding network of trails and businesses providing visitors options for equipment hire. Mountain biking has proven economically beneficial in other jurisdictions, bringing the following benefits:

• Increased visitation and extended length of stay in regional communities • Spend in regional communities • Economic diversification in towns experiencing decline in traditional industries and population • Decreased costs associated with adverse health impacts.

A recent example of mountain bike tourism success is Blue Derby in Tasmania, where an 80 km network of trails was developed at a cost of $3.1 million. Mountain biking now attracts over 30,000 visitors per year who spend 4-5 nights in the town. The return on investment has been $30 million annually.25

21 EcoTourism Australia, Nature Based Tourism in Australia Manifesto. 22 Deloitte Access Economics, Understanding visitor regional dispersal in Australia. 23 Tourism Australia, Traveller Snapshot: Global. 24 Australian Government Director of National Parks, Annual Report 2017-18. 25 Queensland Government, Queensland Mountain Bike Strategy 2018. 29 The Ghan – Alice Springs Railway Station

5 Stakeholder consultation

Stakeholders expressed a strong desire to develop the Region’s unique identity and tourism offerings, pointing to opportunities in adventure and cultural tourism, along with a need to concurrently build industry capability.

Introduction Engagement approach

Stakeholders were engaged from the Region to co-develop the Stakeholders were identified through desktop research, and in DMP. Stakeholders are identified as a critical consideration to collaboration with government departments, local government the plan by offering: and industry representative bodies.

• Relationships central to implementation of a DMP Stakeholders were notified of the study via phone and email • Insights to guide destination management planning for the contact throughout January 2020. In February stakeholders Region were consulted face to face in the Region, and phone interviews were conducted with stakeholders unable to join face to face Observational data of the current market, strengths and • meetings. challenges to assist in the prioritisation of actions in the plan. Consultation sessions were deliberately designed to be flexible, including offering broad timelines for engagement, and keeping The diverse perspectives offered through the consultation formal appointments to a minimum. helped to build a comprehensive understanding of the opportunities and challenges that exist for the tourism industry A survey inviting stakeholders across the Lasseter, Alice Springs in the Region. and MacDonnell Ranges Region was utilised to engage with stakeholders not able to participate in interviews. A total of 21 responses were collected for the survey.

30 Qualitative data analysis Red tape methodology Some stakeholders noted red tape is restricting Thematic analysis of notes taken during stakeholder opportunities in the tourism industry. These challenges consultation was used to identify themes and patterns in this were associated with employment regulations, liquor data. Key themes arising from the analysis included: licensing and processes associated with the development of new product and experiences. • Visitor access • Industry capacity building Coordination and collaboration • Marketing and promotion • Aboriginal tourism A lack of engagement between operators in the Region and Infrastructure in neighbouring regions was identified as a key challenge to • industry growth. Enhanced coordination and collaboration • Socio-economic considerations. between operators and regions would benefit the entire industry through enhanced customer experiences and growth in visitation. Examples of how this could be addressed focused on Consultation outcomes improved event coordination and collaboration to share benefits across the industry. Stakeholders expressed a common desire to see investment in tourism development and to develop a regional identity which Multiple operators noted they had attempted to develop capitalises on adventure and diverse cultural experiences in the collaborative relationships both in and across regions, with Region. limited success. Stakeholders highlighted the opportunity for a greater role by government and Tourism Central Australia in Access incentivising and addressing this need. The cost of air travel to Alice Springs was noted as a barrier Marketing and promotion to the development of the tourism industry. Stakeholders noted the high cost of air travel is a deterrent for Several stakeholders highlighted concern about the information prospective visitors and limits the competitiveness of the and level of detail provided by the visitor information centre Region’s tourism industry. This issue is compounded by the in Alice Springs, suggesting this could be a focus area for comparatively cheaper flights available for tourists flying improvement. directly to Uluru. Stakeholders noted the variation in flight costs between Alice Springs and Uluru has resulted in the Stakeholders identified many opportunities to enhance regions competing directly with each other, which has also marketing and promotional efforts in the Region. Targeted resulted in diminished efforts to collaborate. marketing suggestions included:

Business support and services • familiarisation activities for industry wholesalers • engagement with local communities to drive visiting friends Stakeholders identified several opportunities to support and relatives (VFR) activity tourism operators to improve business capabilities. These the use of ambassadors. opportunities included three broad categories of action: • Stakeholders noted that opportunities in the Region are largely Capacity building • unknown to visitor markets, and marketing of the MacDonnell • Red tape reduction Ranges is a key opportunity to enhance tourism outcomes. • Facilitation of coordination and collaboration. Additionally, packaging offerings across the Region, particularly to the drive market, is seen as an opportunity.

Capacity building Stakeholders noted a lack of identity for the Region and the potential misalignment of current marketing efforts (which are Stakeholders outlined business capability deficiencies focused on Uluru) and products as a challenge to be addressed which, if addressed, could enhance tourism outcomes. For in efforts to improve marketing of the Region. example, a significant number of stakeholders confirmed very limited investment in marketing activities including The opportunity to engage and upskill tourism operators in social media engagement, presenting a key opportunity for the Region to invest in marketing, including social media, was targeted services that would benefit the Region. also identified, with the delivery of targeted business support services a key strategy to achieve this outcome. Other gaps identified in business development capabilities included: identifying and applying for funding and grants, training staff in customer service, developing product pricing, and engagement with target markets (e.g. education providers for school tours).

Limited time, knowledge and resourcing to facilitate the above business activities were key factors driving demand for such support.

31 Aboriginal tourism Destination vision

Stakeholders noted a demand for authentic Aboriginal cultural Stakeholders presented an early vision for the Region as a tourism among visitor markets, as well as opportunities to unique adventure destination complemented by diverse cultural develop Aboriginal tourism experiences in the Region. However, experiences. stakeholders identified that investment is needed to build capability in the sector, including a strategic approach and Stakeholders identified the need to reposition the Region investment in marketing, packaging and collaboration activities. and explained that the industry is adjusting to the increased independence of Uluru, which formerly acted as a key attraction Land access was raised as a key issue for both new and anchor for Alice Springs. This is alongside increasing awareness prospective tourism operators seeking to develop both of opportunities in the MacDonnell Ranges. Despite the Aboriginal and non-Aboriginal tourism in the Region. These identified need to reposition, a clear identity for the Region was challenges included interpreting and navigating the process not articulated by stakeholders. of land access, engagement with the Central Land Council, costs, uncertainty for investors, and length of time. These A vision to establish the Region as an adventure destination issues concerned stakeholders and stopped them from pursing was clearly communicated by stakeholders. Positive outcomes development and progressing tourism opportunities. from recent developments in adventure tourism, including the Larapinta Trail and mountain biking in the Region, were widely Karkke Aboriginal Cultural Experiences and Nitmiluk Tours acknowledged as a foothold and framework for broader product were identified as successful models of Aboriginal tourism development focused on adventure. development that should be leveraged to guide Aboriginal tourism development efforts in the Region. Stakeholders also pointed to the opportunity to leverage the unique natural environment in the Region to deliver adventure Infrastructure tourism, including: • Physical adventure pursuits in the MacDonnell ranges (e.g. Stakeholders identified multiple opportunities to enhance hiking, mountain biking, horse riding) infrastructure for the benefit of tourism in the Region, including: • Scenic adventure in the MacDonnell ranges (e.g. hot air ballooning) • Sealing of the Mereenie Loop, which is recognised as a key • Vehicle adventures across the Region (e.g. ATV, four-wheel opportunity to enhance the linkage between the Region driving). and Uluru thereby significantly enhancing the potential offering in both Regions All stakeholders engaged in consultations supported the plans • Signage for tourists departing Alice Springs through to the for the development of a National Aboriginal Art Gallery and MacDonnell ranges (noting that existing signage in Alice National Indigenous Cultural Centre in Alice Springs, with Springs was viewed positively) widespread agreement that these developments would be • The appearance and quality of accommodation in the substantially positive for both the tourism industry and the Region (particularly Alice Springs), as weathered buildings Region more generally. The value and importance of Aboriginal limit the attractiveness for the Region cultural tourism was broadly recognised by stakeholders, with strong interest among stakeholders to see further development • Additional remote facilities, including housing and water of Aboriginal tourism across the Region. infrastructure. Socio-economic needs Current visitation Stakeholders noted decreased visitation and tourism following Stakeholders noted that crime and anti-social behaviour present an increase in direct flights from interstate locations to Uluru. a challenge to the development of the tourism industry, Direct flights to Uluru have driven a change in the visitor both for attraction of visitors, and relating to risks in business mix, encouraging visitation from a broader set of segment management. Similarly, the challenge of workforce attraction, markets to Uluru attracted by the greater ease of access to the development and retention to industry growth was noted by destination. This has in turn had an impact on visitation to the stakeholders. Alice Springs and MacDonnell Ranges Region, with a smaller share of backpackers and more budget-focused travellers While tourism was identified as a tool that can support social (which had featured as a core market for a period of time, and a and economic development outcomes in the Region, the need resulting shift in visitor product and experience offerings. for a coordinated and committed approach to such outcomes was recognised by stakeholders. Stakeholders confirmed that the drive market remains crucial for visitation to the Region. This was particularly noted by stakeholders in the MacDonnell Ranges Region), who identify that visitor dispersal to the Region is often associated with vehicle access.

Stakeholders noted that the development of mountain biking offerings has increased visitation and further development should be encouraged to round out the experiences on offer and add to the key drivers of visitation to the Region.

Events were also identified as a key to development in the industry, noting return visitation for events such as the Alice Springs Masters Games. 32 New product opportunities

Stakeholders identified a range of new product opportunities, building on the existing cultural significance, unique natural landscapes and iconic nature of the Region.

Adventure tourism Events

Stakeholders suggested the following opportunities in The event offering in Alice Springs was confirmed as an adventure tourism in the Region: important component of the Region’s tourism portfolio. However, stakeholders noted a keen interest and desire for • Expansion of mountain bike offering further support to maximise opportunities connected to • Development of a multi night walking trail in the East the event offerings in the Region. Stakeholders articulated MacDonnell Ranges challenges and limited successes in leveraging the Region’s existing events to deliver broader benefits from the event to Expansion of walking and hiking trails in the MacDonnell • their operations, and to enhance the tourism offering in the Ranges Region. • Introduction of new adventure products such as scenic flights, horse riding, camel rides, hot air ballooning and Mechanisms proposed to address these challenges included parachuting establishing a support function through Tourism NT or Tourism • Development of motor sporting opportunities (e.g. go- Central Australia to facilitate collaboration and to encourage the karts, four-wheel driving, street racing) industry to maximise the potential benefits from hosting events, Bat cave tour experience by assisting in coordinating product packaging with event • organisers, and enhancing marketing and promotion of events in • Investigation of tourism opportunities at Pine Gap the Region. • Short hike options for Larapinta Trail • Development of water-based experiences in the East A number of stakeholders called for greater government MacDonnell Ranges. investment to support and guarantee the continuation of existing events in Alice Springs. Stakeholders suggested that the success of existing events demonstrated opportunity National icons to generate greater value for the industry. In addition to the development of established events in Alice Springs, Stakeholders broadly supported the plans for the development consideration for broadening the event market with sporting of iconic cultural institutions in Alice Springs, including the and convention event opportunities was proposed. National Aboriginal Art Gallery and National Indigenous Cultural Centre. Both proposed developments present significant opportunities to develop the Region’s tourism offering over the Accessible tourism long term. During consultations, stakeholders were prompted to consider opportunities to engage with the accessible tourism Development of town centre offering market. While stakeholders were aware of the importance of accessibility to engaging a diverse cohort of visitors, this was not A keen interest was expressed for the enhancement of the identified as a priority for action. Alice Springs town centre, to enhance vibrancy and encourage the growth of complementary retail and hospitality offerings. Chapter 6 provides evidence that there are potential industry Stakeholders noted the development of a café culture and the benefits to be achieved through the development of accessible central business district revitalisation plan as opportunities to tourism. A discussion on accessible tourism considerations is support industry growth. provided in Appendix F.

Outback Ballooning - Alice Springs 33 Key findings and direction

Stakeholder consultation in the Region established that there is both a desire and opportunity to focus on enhancing the Region’s adventure and event offering.

Stakeholders confirmed support for the development of the National Aboriginal Art Gallery and National Indigenous Cultural Centre in Alice Springs, recognising these could deliver a significant boost to the industry over the medium to long term.

The proposed developments establish a strong case for investment in business development services that will build the business capabilities of tourism operators in the Region, to ensure the Region’s tourism industry has the holistic capability to support such iconic institutions.

Stakeholders identified priorities for investigation in the DMP, including:

• Incentives and or support for the aviation industry to support increased air access to Alice Springs • Delivery of targeted business support services to build the capacity of tourism operators in the Region • Methods to enhance coordination, collaboration and product packaging across the Region (and between regions in the NT) • Approaches to enhance the effectiveness of marketing activities in the Region (including coordination, stakeholder capacity and alignment with the product offering) • Opportunities to develop soft adventure tourism experiences in the Region, through investment attraction • Planned infrastructure investment in the Region and the prioritisation of projects which would benefit the tourism sector, including the Mereenie Loop, signage and upgrade of existing tourism infrastructure in the Region.

34 RT Tours Australia - Tjoritja / West MacDonnell National Park 35 Red Centre Bird Festival – Alice Springs Desert Park

6 Visitor market analysis

The Alice Springs and MacDonnell Ranges Region is well recognised for its unique natural and Aboriginal cultural attractions; these closely align to the drivers of visitation to regional Australia. According to visitor data, investment in air accessibility to the Region will be an important contributor to development of the Region.

Introduction

Consideration of visitor demand insights for the Region was obtained through software that collects online visitor feedback, trade partner discussions and insights, national operator feedback, consumer demand research undertaken by Tourism Australia and Tourism NT destination satisfaction research.

Available data on visitor demand specific to the Region is limited, presenting challenges in drawing inferences from the research. Despite these limitations, the insights collected provide an important contribution to destination management planning by offering a point of comparison that can help inform tourism development for the Region.

36 Visitor market profile

Tourism is a significant economic contributor to the Region, Of the domestic visitors to the Region, over one-third are self- employing approximately 2,500 people (roughly 20% of the drive leisure visitors (those on a holiday and/or visiting friends 26 27 Region’s workforce) directly and indirectly in 2017/18. For and family). Almost two thirds of this market (64%) stayed for the same period, tourism contributed $324 million in GRP. three or less nights, while 23% stayed for 6-14 nights.29

Tourism consumption totalled $581 million in 2017/18, with Of the international visitors to the Region almost all entered the categories for goods and services attributing to the highest the country through a different state before travelling to the spend being: Region, with just 6% of international visitors to the Region arriving in Australia through Darwin. Sydney was the most • Long distance passenger transport ($182 million) common entry point (41%), followed by Melbourne (28%). Of • Takeaway and restaurant meals ($69 million) international travellers who visited the Region, a quarter also • Accommodation ($60 million) visited Greater Darwin (27%), and three quarters also visited the Lasseter Region (73%), highlighting the importance and Fuel ($57 million). • opportunity to build the industry, through collaboration across regions.30 Tourism consumption data confirms the important role of touring to tourism in the Region. Further details of visitor Of visitors to the Region, persons visiting for business made up consumption are provided in Appendix D. 29% of the total market in the year end 2019.31 Of the business travellers to the Region, almost all were domestic travellers.32 Domestic tourists are the prominent visitors to the Region. In On average business travel in the NT involved a stay length of 2017/18, the Region received approximately 451,000 visitors, 4.6 nights in 201933, this compares to the average length of 73% of which were Australian visitors. stay of all domestic visitors to the Alice Springs and MacDonnell Ranges Region which averaged 3.8 nights for the year end For the period 2017/18, the Region received approximately 2019.34 119,000 intra-Territory (26%), 211,000 interstate (47%) and 122,000 international overnight visitors (27%).28 The top Youth, Backpacker and Working Holiday Maker data shows 15% international markets for visitors were the United Kingdom, of the total visitors to the Region are within the youth (15-29 Germany, and the United States.29 years old) sector. The majority were leisure travellers as the Region does not offer work favoured by WHM’s. Figure 4 summarises key characteristics of these three markets.

Additional information on the visitor market is detailed in The drive market is smaller relative to other Regions in the Appendix D. Territory but still represents a key market, with 46% of visitors arriving by private vehicle, rental car or motorhome/campervan (compared to over 70% for the NT’s Barkly and Big Rivers regions). The drive market is comparable to the number of visitors arriving by air (43%).29

Figure 4 - Visitors to the Alice Springs and MacDonnell Ranges Region

• 211,000 visitors • 122,000 visitors annually annually 119,000 visitors • Average length of annually • Average length of • stay 8.3 nights stay 5.0 nights • Average length of • Mostly visit during • Mostly visit during stay 3.6 nights the September the December • Mostly visit during Quarter Quarter the June Quarter • Travel alone • Travel alone • Travel alone • 40 - 54 years old • 15 – 29 years old From UK, Germany, • 40 - 54 years old • From New South • Wales, Victoria, and and USA 82% part of the • Western Australia • 26% part of the drive drive market visitors Interstate 37% part of the drive market • visitors International Intra-Territory visitors Intra-Territory market

Source: Tourism NT, Regional Profile: Alice Springs and surrounds, year ending June 2018

26 Economy.id, Alice Springs Town Council LGA: Employment by industry. 31 Tourism NT, Alice Springs and Surrounds Year end 2019. 27 Tourism Research Australia, Regional Satellite Accounts: Alice Springs. 32 ibid 28 Tourism NT, Regional Profile: Alice Springs and MacDonnell, year ending June 2018. 33 Tourism Research Australia, Domestic Business Visitors, 2019. 29 Tourism NT, Regional Profile: Alice Springs and MacDonnell, year ending June 2018. 34 Tourism NT, Alice Springs and Surrounds Year end 2019. 30 Tourism NT, Regional Profile: Alice Springs and MacDonnell, year ending June 2018.

37 Visitor feedback and perceptions ReviewPro data analysis

Tourism NT seeks feedback from visitors to the Region and Tourism NT has utilised ReviewPro’s reputation management from potential visitors to understand challenges, issues, tool to gather data about the Region. ReviewPro data shows and opportunities for improvement. Tourism NT utilises this that visitors to the Region have an overall positive experience. feedback to develop marketing for the Region as well as to target industry development support. Tourism NT utilises In addition to the benchmarking provided by the GRI, the a range of sources to collect feedback and market insights ReviewPro tool includes online visitor feedback relating to including ReviewPro software, satisfaction research, national service, location, room, value, cleanliness, entertainment and operators and trade partners and Tourism Australia research. food and drink.

Reviews of hotels, tourist spots, and operators in the Region are ReviewPro mostly positive, with 76% of mentions rated as positive, and an overall GRI of 87%. This measure can be compared against the ReviewPro is a software platform for the tourism and hospitality Tourism and Events Queensland benchmark for operators to be industry to understand and improve visitor experiences. listed in the best of Queensland experiences at a GRI of 80. ReviewPro provides data collection tools and services such as guest satisfaction surveys, guest messaging hubs, and auto Notably, in responses to the question “would recommend the case management. ReviewPro’s reputation management tool spot”, 91% of respondents confirmed they would. searches 175 online review sites such as Tripadvisor, Google, Booking.com, and Expedia to gather data from visitors’ reviews The largest proportion of the online review data collected of experiences such as hotels, attractions and restaurants. The from ReviewPro came from those travelling as a couple, (40%), tool conducts sentiment analysis to provide insights about with almost a quarter of reviews from those travelling alone guests’ experiences. (23%), and the balance split across those travelling as families (20%), and those travelling in groups, for business, and other ReviewPro benchmarks groups of hotels or operators categories. through a Global Review Index (GRI). The data collected through ReviewPro can assist with the optimisation of pricing, The Region’s GRI reflects feedback relating to 20 setting quality objectives, or tracking performance over time. establishments/places and experiences in 2019. The total ReviewPro is utilised for tourism industry development in other number of establishments considered in the GRI is notably states and jurisdictions in Australia, including Tourism and Events lower than the number of establishments in the Region. Queensland. Without adequate representation of establishments in the data collection process, the ability of the tool to support industry development is diminished.

There were 17,986 reviews in 2019, which was an increase of 69 reviews from the previous year.

38 Sunrise over the East MacDonnell Ranges

NT destination satisfaction National operator feedback research A range of national operators were engaged to obtain feedback and insights on market demand in the Region and across the NT. Tourism NT undertook destination research from October Operators engaged included: 2018 to July 2019 to measure satisfaction both overall and with specific aspects of the visitor experience in the Territory’s Voyages Indigenous Tourism Australia tourism regions. • • Qantas A mean score of 5.7 for overall satisfaction (on a 7-point scale) • Journey Beyond was recorded for the Region, with interstate visitors generally • Accor giving slightly higher satisfaction ratings than both intrastate and international visitors, with scores of 6.9, 5.7 and 5.8, • AAT Kings respectively. • Tourism Australia.

The feedback on the Region highlighted that: Feedback highlighted the importance of nature and wildlife as well as authentic Aboriginal tourism experiences to the visitor • For many, the gorges and natural sites in the Region are the market, and the potential to deliver these experiences across highest rating aspect of the stay the Territory. Investment in National Parks was considered to be • Tour groups, especially those on The Ghan, spoke highly of a key strategy to developing nature-based tourism opportunities their experiences across the Territory. • Caravan parks in the Region were highly rated Operators identified opportunities to enhance destination • Food and hotels in the Region were rated satisfactory marketing in the Territory, by leveraging the scale of marketing • Key attractions in Alice Springs were the Royal Flying investment from Tourism NT and national operators with larger Doctors Service, Anzac Hill and Aboriginal art galleries budget and capacity, such as Qantas. Some visitors noted the confronting nature of social issues • Operators pointed to the success of Nitmiluk Tours, and impacting Aboriginal communities in the Region. the opportunity this offers to develop a model to guide the Aboriginal tourism products development across the Territory. Key findings across the NT highlight that: Accessibility to the Territory was another key issue, which • The warmth and hospitality of the people visitors met on is considered to be an area as a key role for government in their journey was considered to be the best part of the attracting and supporting sustainable aviation capacity to the NT visitor experience to improve accessibility. It was noted that an aviation strategy • Intra-Territory visitors would like to see improvements that looks at increasing volume through enhanced air travel regarding the variety of food and facilities available access/coordination between Sydney, Uluru and The Barrier • Domestic visitors are much more likely to recommend the Reef would be a benefit for Alice Springs. NT to others compared to international visitors Opportunities to advance the industry through the The NT is considered to be attractive to someone who • development of contemporary products (e.g. dining), and the wants something out of the ordinary, is adventurous and quality of accommodation in the Territory was highlighted by who wants to learn new things. operators. When considering specific aspects of their visit in the NT, generally:

• For many, the quality of food exceeded expectations, however a lack of variety of fresh food and options catering to dietary restrictions was an issue • There was a demand for more bush-tucker experiences • Most people are impressed with the natural beauty of the Region’s Parks, but noted the need for upgrades in Parks • Most people want to experience authentic Aboriginal culture • Staff hospitality was appreciated across NT • While most people love caravan park experiences across the NT, variability was noted.

39 Trade partner feedback and Destination awareness insights Brand and destination awareness for the Red Centre Region (which comprises Alice Springs, MacDonnell Ranges and the In 2019 Tourism NT sought feedback from three key markets Lasseter regions) is high. It is a bucket list destination, presenting (US, Germany, and UK) to gain insights into challenges and an iconic marketing opportunity. opportunities for attracting visitors to the Territory. Key themes arising from the feedback included: It is notable that the Territory typically performs better when promoted in conjunction with unique products like The Ghan, or • Flights with travel in other states which offer contrasting experiences, such as the Explorers Way drive from Adelaide to Darwin. Travel planning • In the competitive global tourism market, increased marketing • Destination awareness sponsorship is vital for building the attractiveness of the NT’s • Product offering. tourism opportunities. It was considered that this is most effective when partnering with large, volume-producing Flights partners. Trade partners also noted that some markets, such as the Flight availability and cost were identified as barriers to German youth market, have a view that ‘everyone’ has already attracting visitors from the US, German and UK markets to the been to Australia, and therefore seek new destinations. It was NT. In the past decade, international airline capacity to the NT noted that though Australia is a popular destination, marketing has declined, while other major Australian airports’ capacity has should focus on the idea that although many people have visited increased, creating greater competition between Australian Australia, not many have seen the real, authentic Outback. destinations. This was particularly evident in the UK market Marketing the destination as a unique and ‘off the beaten track’ following the introduction of a direct flight from London to experience will help it appeal to these markets. Perth.

Additionally, the expense and availability of domestic flights Product offering is a barrier for these markets. For example, the UK market has shown interest in travelling to Alice Springs from Perth Improvements in product offerings and developed products but limited flight options for this route is a barrier to uptake. such as Aboriginal tourism, have been made across the Territory. Domestic flights from another capital city to Darwin or to Alice There is a view that value for money in the NT is lower than Springs were also noted to have restrictive costs, reducing the in other destinations in Australia. New glamping facilities and NT’s competitiveness within Australia. accommodation options in the Territory were recognised as improvements, however some key destinations are still seen to lack product offerings, particularly luxury accommodation. Travel planning Accommodation is an issue among the UK and US markets. The price of tours and accommodation was highlighted as an Many visitors to Australia have limited time, and this has issue for potential visitors, who believe they can get a similar manifested in shorter lengths of stay. Some travellers are also experience elsewhere for less money. Trade partners advised extending layovers in other countries on their way to Australia, that for the UK market, a perceived lack of investment in which is also causing shorter stays in Australia. When visitors new product and infrastructure is a deterrent to visitation. have limited time, it is understood that they typically avoid While other destinations around Australia have developed a visiting the NT. sophisticated product offering, the NT has not. The UK market is seeking uniquely designed hotels, incredible dining experiences, For some markets like the US, visitors plan their trips around artisan producers, hipster coffee shops and cultural immersion, seeing several “iconic” Australian destinations including Sydney, which is why Tasmania has been a popular destination for this the Great Barrier Reef and Uluru, in a short period of time. This market. has caused short lengths of stay at Uluru and means visitors do not disperse from there, but rather move on to the next Some markets, like the German market, are increasingly seeking destination. sustainable tourism options such as eco-friendly retreats or guided tours. Notably, repeat visitors are more likely to visit regional destinations and seek ‘off the beaten track’ experiences, Additionally, it was suggested that changes to The Ghan highlighting an opportunity for the Region. In the German schedule, which allow visitors to break their journey in Alice market, the share of first-time visitors to Australia has decreased Springs, will facilitate more exploration of the area. while the share of repeat visitors has increased. There are opportunities to increase visitation to the NT, particularly for the self-drive market and to promote Explorers Way.

Seasonality may be another barrier to attracting visitors, particularly in summer which is the most common period of overseas travel by the British market (November to April).

40 In terms of net promoter score, Kakadu National Park had the Consumer demand analysis highest of all Australian destinations, Uluru ranked third after Kangaroo Island, and Darwin ranked seventeenth. Notably The Consumer Demand Project (CDP) is run by Tourism Australia destinations in the Territory were all ranked higher among and includes insights from 11 key markets: Indonesia, New domestic travellers. Zealand, Singapore, Malaysia, South Korea, Japan, China, India, Germany, USA and UK. The CDP focuses on key demand drivers, The CDP included a test of 20 Australian and 20 international travel behaviours and preferences, purchase funnel and brand experiences, with respondents viewing 4 randomly selected health metrics. experiences from each offering. Two of the experiences tested that related to the NT included: experiences in Nitmiluk National The CDP also focuses on high value travellers, which are Park; and The Ghan Expedition Rail Journey (Ghan). When travellers who: comparing traveller preferences, the Ghan and experiences in Nitmiluk National Park were valued more highly by domestic • Travel long haul, out of region, on a regular basis travellers than international travellers as shown in Table 7. • Have considered or intend to travel to Australia Table 7 - Traveller rankings of The Ghan and • Consider food and wine, aquatic and coastal, and nature and wildlife as key drivers for their destination choice Nitmiluk experiences • Have above average trip expenditure, including likelihood to stay longer and disperse further. Traveller Ghan Nitmiluk When choosing a destination, the most important factor of the 11 key markets was safety and security. The second most important factor overall, but the primary factor for the Korean, Domestic 13 23 Chinese, Indian, German and Indonesian markets was ‘world class nature and wildlife’. Other top five factors were: High value 17 36 international • A destination that offers value for money • Good food, wine, cuisine and local produce General 21 38 • Friendly and open citizens, local hospitality. international

High-value travellers had the same top five drivers, but in a different order. For this market, ‘world class nature and wildlife’ For the Ghan experience, the highest ranked attractions for is the most important factor. domestic and international travellers included the landscape, train experiences and day trips. For experiences in Nitmiluk Domestic travellers’ top five important factors in considering a National Park, the key attractions included cruising the Gorge; destination are: stories of the Jawoyn people; and the leisure and hospitality experiences. • A safe and secure destination CDP results indicate that in particular, experiences in Nitmiluk A destination that offers value for money • National Park had low appeal to both the general international • World-class nature and wildlife and high value international markets. • Rich history and heritage • Friendly and open citizens, local hospitality. The findings of the CDP highlight the value of investment in tourism experiences that promote the natural, history and The survey confirms that Australia is most strongly associated heritage experiences in the Region. with nature and history experiences. Of the select Australian destinations ranked for their association with these experiences, three destinations in the NT were included in their ranking noted below:

Table 6 - Associations for NT destinations

Association with Association with history nature and wildlife & heritage

Kakadu 4th 7th

Uluru 7th 3rd

Darwin 15th 13th

41 Accessible tourism Key findings

Limited data is available to understand the profile of visitors Visitation to the Region includes a nearly equal split of drive to the NT travelling with accessibility needs. However, some market visitors and those arriving by air, yet deep concern indication of the potential market can be extrapolated through relating to the Region’s air access has been established across other states in Australia. In Queensland, domestic travellers the Region’s industry stakeholders as well as with national with a disability accounted for 8% (289,000) of the Queensland operators and trade partners. adult population, and the average travel party size for a visitor with a disability was 2.3. When including children, the domestic The data collected in the visitor market analysis highlights that accessible tourism market accounts for 13% (657,000) of strengths of the Region include: Queensland’s total population. Estimated spend for travel parties including a person with disability was $1.9 billion, roughly • Regional identity and destination awareness 35 10% of total domestic spend in Queensland. • Nature based offerings Similarly, travellers with a disability represented 7% (349,000) of • The tour experiences e.g. The Ghan. Victoria’s adult population, and the average travel party size was 2.2, accounting for 12% of Victoria’s total population (784,000). Weakness and challenges to increasing visitor demand for the The estimated spend for travel parties including a person with Region include: disability was $1.7 billion, 79% of which was overnight spend, accounting for 10% of total domestic spend in Victoria.36 • Accessibility of air travel to the Region • Perceptions of the quality and value for money of the Without a study of disability travel in the NT, the current value of Region’s offerings. this market is unknown, yet with efforts to establish accessibility, it is not unreasonable to assume that the NT could also generate The visitor market insights highlight that opportunities to similar outcomes to the Queensland and Victorian markets. support growth in tourism in the Region include:

Accessible tourism has added relevance for the Region due • Addressing barriers and challenges to air access to the to its substantial proportion of self-drive travellers which Region include cohorts that benefit from greater levels of accessibility, • Promoting the Region in conjunction with other States and including families with children, 86% of who choose to travel by regions in the Territory private vehicle75, and older non-working travellers, 81% of which also self-drive.38 • Enhancement of the quality of offerings in the Region, particularly authentic Aboriginal tourism and nature-based experiences.

The planned National Aboriginal Art Gallery and National Indigenous Cultural Centre are well aligned to the visitor market demands which include authentic cultural experiences and high- quality contemporary products.

35 Tourism Research Australia, Accessible Tourism in Victoria and Queensland. 36 Tourism Research Australia, 2018 Accessible Tourism in Victoria and Queensland. 37 Tourism Research Australia, Families with Children. 38 Tourism Research Australia, Older non-working travellers 42 The Kangaroo Sanctuary – Alice Springs 43 Alice Springs Desert Park – Alice Springs 44 Appendix A - Product development opportunities

In consultation with stakeholders and through analysis of established plans for development across the Alice Springs and MacDonnell Ranges Region the following product development opportunities have been identified to support sustainable tourism development in the Region.

Driver of demand versus Importance to destinations development

TourismStaple GameChangers 9-National Aboriginal ArtGallery 41-Hburg developNamatjira Art 45-Night time experiences Gallery ly 49-sealthe Mereenie Loop Road te 5-EMac mountain 10-NationalIndigenousCultural lu 14-ASP town biking 46-Exp to serviceKnowledge & Centre so revitilisation Educationsector 34-WMaciconicAccom Ab 18-ASP expand culture& 22-ASP contemporary heritage exp VIC 37-WMacdevelop experiencescentre 13-ASP expand moutainbiking 27-Finke NPwalkingtrail 1-EMac enhanced walkingexp 40-Hburg expand Aboriginal products 51-StuartHwy historyjourney 36-WMacexpandAboriginalproducts experience 26-ASP improve/new 15-ASP expand business &leisure t accomodation 19-ASP explinking TeleStn&CBD 29-Outback Way events en sealing/upgrade 43- nalise redevelopment 2-EMac overnighthiking Hermannsburg Historic Precinct pm 44-Hburg developCultural facilities lo Campground/Accom 39-WMac nalise RedCentre ve AdventureRide

de 8-EMac develop 53-Art Centres/Arts Trail 35-WMacadventure hub

ns Aboriginal product across region

io 23-ASP enhance

at 38-WMacnew hiking trails 11-ASP newmotor sportexp

s Ghan exp in Ye st 50-Binns Trackenhance facilities 17-ASP refreshTelegraph Station

de 16-ASP refresh Desert Park 54-expandproduct for 20-ASP developluxury/glamping exp to specialist markets 55-multidayself-drive 6-EMac mining/fossickingexp ce itinerariesacrossregion

an 32-Plentybillboard art 30-Plenty 33-Yuendumu 31-Plentyestablish expat managedbyItjere developtourism developtourism Engawala/Alcootasite port products exp/camping 28-Rainbow Im 48-new 4WDtrailsacrossregion V expand 12-ASP new 21-ASP relocate 42-Hburg develop Aboriginal adventureexp School of theAir Cultural Centre product 47-expandregionalevents

7-EMac improve/new 24-ASP establishwellnessexp accommodation 52-Way nding signageacrossregion 25-ASP improve conference/ 3-EMac scenic ights convention oﬀerings 4-EMac wildlife tours No Yes Absolutely LowerImpact TourismHeadline

Driver of demand

Scatter graph ease of implementation Hard Medium

Easy

45 Level of Estimated Chart Possible Product opportunities Product status stakeholder Current status scale of Ref action support investment

Develop new and enhance existing walking Identified 1 Existing / New Concentrated Medium - high Market assessment and hiking experiences opportunity

Identified 2 Establish short overnight hiking experiences New Concentrated Medium - high Market assessment opportunity

Identified 3 Establish scenic flight experiences New Concentrated Medium - high Market assessment opportunity

Identified 4 Establish wildlife tours and experiences New Concentrated Medium - high Market assessment opportunity

Identified 5 Expand mountain biking experiences New Concentrated Medium Market assessment opportunity

Develop mining heritage and fossicking Identified East MacDonnell Ranges East 6 New Concentrated Medium - high Market assessment experiences opportunity

Establish and improve quality accommodation Identified 7 Existing / New Broad Medium - High Market assessment offerings opportunity

Identified Grants and funding 8 Develop Aboriginal cultural experiences New Concentrated Low - medium opportunity initiatives

Finalise and 9 Establish the National Aboriginal Art Gallery New Extensive Planned High implement plans

Establish the National Indigenous Cultural Finalise and 10 New Extensive Planned High Centre implement plans

Identified 11 Develop new motor sports experiences New Concentrated High Market assessment opportunity

Identified 12 Develop new adventure tourism experiences New Broad Medium - high Market assessment opportunity

Expand mountain biking experiences and As per the MTB 13 Existing Extensive Planned Medium services Master Plan

Complete the revitalisation of the town Finalise and 14 Existing Extensive Planned High centre implement plans

Identified 15 Expand the event offerings Existing Broad Low - medium Business case opportunity

In progress and Refresh and expand Alice Springs Desert Park 16 Existing Broad Planned Activity Medium planning for future offerings & facilities expansion

Refresh Alice Springs Telegraph Station 17 Existing Broad Planned Activity Medium In progress offerings & facilities

Development of Develop new and support the upgrade of Identified a coordinated 18 Existing / New Concentrated Medium cultural and heritage tourism experiences opportunity approach with

Alice Springs Alice prioritisation

Develop new products that further enhance Identified 19 tourism experiences between and including Existing Extensive Low – medium Market assessment opportunity the Telegraph Station, NAAG and CBD

Identified 20 Develop luxury / glamping experiences New Concentrated High Market Assessment opportunity

21 Relocate the School of the Air Visitor Centre Existing Concentrated Planned Activity High Commenced

Establish a new contemporary visitor Identified 22 information centre with possible commercial Existing Broad Medium Project assessment opportunity collaboration opportunities

Identified 23 Enhance The Ghan Rail experience Existing Concentrated Medium Market assessment opportunity

Identified 24 Establish wellness experiences New Concentrated Medium - High Market Assessment opportunity

Improve conference and convention Identified 25 offerings, opportunities and infrastructure Existing Concentrated Medium - high Business case opportunity with a unique outback theme

Establish and improve quality accommodation Identified 26 Existing / New Broad High Market assessment offerings in Alice Springs opportunity

Establish a walking trail linking Ntaria/ Identified 27 Hermannsburg to the Finke Gorge National New Concentrated Medium Market assessment NP opportunity Finke Finke Gorge Park

Expand Aboriginal cultural experience Identified 28 Existing / New Concentrated Low - medium Market assessment including linking with Titjikala Community opportunity Valley Rainbow Rainbow

Complete the sealing of the Outback Way In progress - 29 and upgrade the wayside facilities and Existing Extensive Planned Activity High investment case experiences

Site inspection, Develop tourism infrastructure along Identified

Plenty Hwy 30 New Concentrated Medium approval and highway i.e. Cultural Campgrounds opportunity planning 46 Site inspection, Establish tourism experiences at Engawala Identified 31 New Concentrated Medium approval and including the Alcoota fossil site opportunity planning

Develop Plenty Highway art billboard Identified

Plenty Hwy 32 New Concentrated Low Grants and funding experience managed from Itijere opportunity

Develop suite of tourism experiences Identified Business case and 33 including art gallery, cultural experience/ New Concentrated Medium opportunity market assessment orientation centre and camping facilities Yuendumu

Establish an iconic sustainable and in Identified 34 landscape accommodation facility in the West New Extensive High Market Assessment opportunity MacDonnell Ranges

Develop a hub for world class adventure Identified 35 experiences set within the MacDonnell New Extensive High Market Assessment opportunity Ranges

Identified Grant and funding 36 Expand Aboriginal cultural experiences New Concentrated Low - Medium opportunity initiatives

Identified 37 Develop a Visitor Experience Centre New Concentrated Medium - high Market Assessment opportunity

Site inspection, Develop additional walking and hiking trails Identified 38 New Concentrated Medium - high approval and including overnight options opportunity planning Tjoritja/West MacDonnell Ranges NP Tjoritja/West MacDonnell Ranges

39 Finalise the Red Centre Adventure Ride Existing Concentrated Planned Activity High In progress

Identified Grants and funding 40 Expand Aboriginal cultural experiences New Broad Low -medium opportunity initiatives

Market assessment Develop the Namatjira Art Gallery in Ntaria/ Identified 41 New Broad High and investment Hermannsburg opportunity case

Identified 42 Develop a Cultural Centre New Concentrated Medium Market assessment opportunity

Finalise the redevelopment of the 43 Existing Extensive Planned Activity High In progress

Ntaria/Hermannsburg Hermannsburg Historic Precinct

Develop a Cultural Campground / Identified Planning and 44 New Broad High accommodation opportunity investment

Market and Identified 45 Develop night time tourism experiences Existing / New Extensive Low – medium feasibility opportunity assessment

Develop experiences that service the Knowledge and Identified 46 knowledge and education sectors New Extensive Low – medium Education action opportunity expectations plan

Identified 47 Expand regional event offerings Existing Concentrated Medium Business Case opportunity

Identified 48 Establish new 4WD trails New Concentrated Medium Market assessment opportunity

Seal the Mereenie Loop Road to better 49 connect Watarrka & West MacDonnell Existing Extensive Investment case High Investment case National Parks

Identified Include in Drive 50 Enhance the Binns Track experience Existing Concentrated Medium opportunity Market Strategy

Develop the Stuart Highway WWII and Identified 51 Existing Concentrated Medium Market assessment pastoral history journey experience opportunity

Install & upgrade wayfinding signage across Identified Include in Drive 52 Existing Extensive Medium the Region opportunity Market Strategy

Alice Springs and MacDonnell Ranges Region Springs and MacDonnell Ranges Alice Planning and Improve regional and remote art centre / Art 53 Existing Extensive Planned Activity Medium grants and funding Trail products in the Region initiatives

Develop specialist market opportunities (i.e. Identified Market 54 education, conservation, religion, science and Existing Concentrated Medium opportunity assessments technology)

Develop multi-day itinerary self-drive options 55 Existing Extensive Planned Low In progress for the Region

Legend Level of stakeholder support Estimated scale of investment ($AUD)

Nature-based offerings Concentrated Local community, individual or single Govt. agency High +1 million

Aboriginal cultural offerings Broad Community + others, or multiple agencies Medium 0.1 – 1 million

Drive – journey offerings Extensive Community, Govt., multiple agencies and/or industry Low 0 – 100,000

History and heritage offerings

Quality facilities

47 Hermannsburg Potters / Ntaria / Hermannsburg 48 Appendix B - Socio-economic profile

Population profile Economic profile

The Alice Springs MacDonnell estimated resident population in Alice Springs Town Council LGA’s gross regional product was 2018 was 33,307; 26,390 of which live in Alice Springs. Between $1.72 billion in the year ending June 2019, a 5.7% decline 2011 and 2016, Alice Springs’ population decreased by 424, or from the previous year.47 MacDonnell Regional Council’s GRP 1.7%39 while the MacDonnell Regional Council LGA’s population was $375 million.48 In total, Alice Springs MacDonnell’s GRP increased by 43.40 Alice Springs has an older population than accounted for 9% of the NT’s GRP. the Northern Territory as a whole, with a median age of 35 (compared to 32 for the NT), and younger than Australia’s In Alice Springs, health care and social assistance is the largest median age of 38.41 MacDonnell Regional Council has a younger employment industry, generating 19.6% of jobs in 2018/19. population with a median age of 29. Alice Springs’ population This is followed by public administration and safety (13.7%), is largely Australian (24.5%) and English (22.0%). Just 4.3% education and training (10.4%), and construction (9.6%). of the population is Aboriginal41, while MacDonnell Regional These four industries accounted for over half of the employed Council LGA’s is mostly Aboriginal (56.0%) followed by Australian workforce. Between 2013/14 and 2018/19, construction (8.6%).42 generated 589 additional jobs and was the highest growth industry in terms of employment.49 In 2018/19, Alice Springs Education accounted for 10.3% of the Territory’s employment. The top three employment industries in 2018/19 were also the The Alice Springs workforce has a higher proportion with most valuable. Health care and social assistance added university qualifications compared to the Northern Territory $316.3 million (21.3%); public administration and safety added as a whole. 29.9% hold a bachelor or higher, compared to $241.6 million (16.2%); and education and training added 25.2% in the Territory. 11.0% hold an advanced diploma or $152.9 million (10.3%). The fourth most valuable industry was diploma, compared to 10.3% in the Territory; and 21.0% hold professional, scientific and technical services. This was also the a certificate III and IV, compared to 25.1% in the Territory.43 In highest growth industry between 2013/14 and 2018/19, adding the MacDonnell Regional Council LGA, 24.3% hold a bachelor $91.6 million in 2018/19, which was an increase of $22 million degree or higher, 10.0% hold an advanced diploma or diploma, from five years prior.50 and 20.3% hold a certificate III or IV.44 In 2018, there were 3,996 registered businesses in Alice Springs. Construction accounted for 17.4% of businesses. Other top Labour force industries were, rental, hiring and real estate services (14.5%), retail trade (8.2%), professional, scientific and technical services Reflecting the population decrease, the size of the labour (7.7%), and transport, postal and warehousing (7.7%). force in Alice Springs also decreased between 2011 and 2016, from 13,617 to 13,040. Just 3.3% of the population reported In MacDonnell Regional Council LGA, the top employment being unemployed, compared to 7.0% for the NT and 6.9% for industries are public administration and safety (29.9%), health Australia.45 Despite an increase in population in MacDonnell care and social assistance (12.1%), manufacturing (10.2%), and Regional Council LGA, the workforce decreased between professional, scientific and technical services (8.4%).51 2011 and 2016 by 9.4%. A significant 23.6% of the population reported being unemployed in 2016.46 The most valuable industries in 2018/19 were public administration and safety ($122.7 million, 37.6%), professional, scientific and technical services ($32.4 million, 9.9%), and Income education and training ($24.7 million, 7.6%).52

The median weekly household income in Alice Springs is In 2019, MacDonnell Regional Council LGA has 29 registered $1,937, slightly lower than the NT income of $1,983 but businesses, which were mostly retail (48.3%). Other industries significantly higher than Australia’s median weekly household which each represented 10.3% of the businesses were: income of $1,438.41 The median weekly rent in Alice Springs is $350, slightly higher than the NT’s of $315 and Australia’s • Agriculture, forestry and fishing of $335; while the median monthly mortgage repayment is • Wholesale trade 41 $1,950 compared to $2,167 in the NT and $1,755 in Australia. • Rental, hiring and real estate services MacDonnell Regional Council’s median household income is Professional, scientific and technical services significantly lower at $982, however median weekly rent is just • $50.42 • Arts and recreation services.53

39 Profile.id, Alice Springs Town Council LGA: Population. 47 Economy.id, Alice Springs Town Council LGA: Gross Regional Product. 40 Profile.id, MacDonnell Regional Council: Population. 48 Economy.id, MacDonnell Regional Council: Gross product. 41 Australian Bureau of Statistics, 2016 QuickStats: Alice Springs. 49 Economy.id, Alice Springs Town Council LGA: Employment by industry. 42 Australian Bureau of Statistics, 2016 Census QuickStats: MacDonnell. 50 Economy.id, Alice Springs Town Council LGA: Value added. 43 Economy.id, Alice Springs Town Council LGA: Qualifications. 51 Economy.id, MacDonnell Regional Council LGA: Employment by industry. 44 Economy.id, MacDonnell Regional Council: Qualifications. 52 Economy.id, MacDonnell Regional Council LGA: Value added. 45 Profile.id, Alice Springs Town Council LGA: Employment status. 53 Economy.id, MacDonnell Regional Council LGA: Registered businesses by industry. 46 Profile.id, MacDonnell Regional Council: Employment Status. 49 Appendix C - Key location descriptions

Alice Springs Ntaria/Hermannsburg

With a population of approximately 25,000, Alice Springs is the Hermannsburg is an Aboriginal community located 130 km third largest town in the NT and the second largest population south-west of Alice Springs. The community of 600 can be area, only after Greater Darwin. Alice Springs is located in the reached by car in just under 1.5 hours. The most common centre of Australia along the Stuart Highway. Alice Springs languages spoken are Western Arranta and Arrente, by 43.6% is 1500 km south of Darwin and 1500 km north of Adelaide. and 27.0% of the population, respectively. Primary education The top industries of employment are state government and local government administration are the two most common administration, hospitals, and other social assistance services.54 industries of employment.56

Alice Springs is considered to be the spiritual heart of Australia Hermannsburg is a National Trust-listed historic town, and is due to the ancient Aboriginal culture, rivers, and ranges famous as the home of artist Albert Namatjira, whose home is which are millions of years old. Alice Springs provides cultural, open to visitors. The Hermannsburg Historic Precinct is full of historical, and natural drawcards, truly offering something for German-style white buildings which were constructed when the everyone. Historical landmarks can be found all around town, mission was established in the 1880s. The buildings house the such as the Old Telegraph Station Reserve which was built in Kata Anga Tea Rooms, a museum, and the Namatjira Gallery. the 1800s. The Araluen Cultural Precinct offers a number of Hermannsburg can be visited by day tour from Alice Springs, or galleries, museums, sculptures, and sacred sites information visitors can stay overnight in campsites. Nearby, the Finke Gorge where visitors can experience Aboriginal culture. The Alice National Park offers camping, bushwalking, and 4WD trails.57 Springs CBD offers a variety of restaurants, cafes, and bars. Stunning scenery surrounds Alice Springs, with the MacDonnell Ranges providing hiking, swimming, and spectacular views. The Larapinta Trail, listed by National Geographic as one of the Finke Gorge National Park top 20 trekking experiences on earth, is a 223 km walking trail starting in Alice Springs and winding through the Tjoritja/West Just 14 km south of Ntaria/Hermannsburg, Finke Gorge National MacDonnell National Park. Other activities on offer in Alice Park covers an area of 460 square km, including Palm Valley Springs include hot air ballooning, camel rides, cycling, mountain which is home to around 3,000 adult palms and thousands biking, scenic flights, and camping. Alice Springs is also home to of juvenile palms. The Finke River, believed to be one of the a number of festivals and events throughout the year, including oldest rivers in the world, runs through the Park. Here, visitors FabAlice, Parrtjima – A Festival in Light, and Alice Springs Cup may camp, 4WD, picnic, and enjoy walking trails that lead to Carnival. spectacular views such as the Kalarranga Lookout.58

Tjoritja/West MacDonnell East MacDonnell Ranges

National Park The East MacDonnell Ranges stretch 150 km east from Alice Springs. East MacDonnell Ranges includes gorges, bush walks, The Tjoritja West MacDonnell National Parks stretches 150 km Aboriginal art, and spectacular geological formations. The road west from Alice Springs. The National Park offers bushwalking, is sealed for the first 75 km to Trephina Gorge, a nature park camping, and wildlife viewing. Several water holes are accessible known for its short walks, views, and natural beauty. Visitors for swimming, including the Ellery Creek Big Hole, Ormiston can swim or walk to the John Hayes Rock Role via the Trephina Gorge, Redbank Gorge, and Glen Helen Gorge. The West Ridge Top Walk. Past the Trephina Gorge, the road is only MacDonnell Ranges are also home to the Kathleen Buzzacott accessible by 4WD. Other attractions in the East MacDonnell Art Studio, an Indigenous owned and operated home studio. National Park include the Winnecke Goldfield Cemetery, N’Dhala The park offers plenty of camping spots, as well as commercial Gorge Nature Park, Arltunga Historical Reserve, and several facilities at Glen Helen Resort.55 other nature parks.59

54 Australian Bureau of Statistics, 2016 Census QuickStats: Alice Springs. https://quickstats. 57 Tourism NT, Hermannsburg. https://northernterritory.com/alice-springs-and-surrounds/ censusdata.abs.gov.au/census_services/getproduct/census/2016/quickstat/LGA70200, (accessed destinations/hermannsburg-historic-precinct, (accessed 4 March 2020). 27 February 2020). 58 Northern Territory Government, Finke Gorge National Park fact sheet. https://nt.gov.au/__data/ 55 Tourism NT, Tjoritja West MacDonnell Ranges. https://northernterritory.com/alice-springs-and- assets/pdf_file/0012/200037/finke-gorge-national-park-fact-sheet.pdf, (accessed 23 April 2020). surrounds/destinations/tjoritja-west-macdonnell-national-park, (accessed 4 March 2020). 59 Tourism NT, East MacDonnell Ranges. https://northernterritory.com/alice-springs-and- 56 Australian Bureau of Statistics, 2016 Census QuickStats: Hermannsburg. https:// surrounds/destinations/east-macdonnell-ranges, (accessed 4 March 2020). quickstats.censusdata.abs.gov.au/census_services/getproduct/census/2016/quickstat/ SSC70124?opendocument, (accessed 4 March 2020). 50 Plenty Highway Tanami Desert

The Plenty Highway is a partly sealed outback highway that The Tanami Desert is one of the most isolated and arid areas runs from Queensland’s western edges to Alice Springs. Along on earth. The Tanami Road is a dirt and gravel road which is the highway, travellers may stop at Atitjere/Harts Range which only accessible in dry weather conditions. It is recommended hosts the annual three-day festival, the Harts Range Bush Sports visitors bring enough food and water to last several days, Weekend. Here travellers are able to immerse themselves in because roadhouses along the road are not always reliable. local culture. To the west of Harts Range is Gemtree, a spot The road leads into WA, and communities along the road where visitors may fossick for red garnets and zircon.60 include Yuendumu, Balgo, and Billiluna, which all have Cultural Centres.63

Rainbow Valley Conservation Yuendumu Reserve Located almost 300 km north-west of Alice Springs, Yuendumu Just over 100 km south of Alice Springs, Rainbow Valley is a small community of 759.64 Yuendumu is home to the Conservation Reserve has scenic sandstone bluffs and cliffs Warlukurlangu Artists Association, a not for profit organisation which can best be viewed at sunrise and sunset, when the with over 600 Aboriginal artists as members. The centre is colours change from red to orange and purple. Here, visitors are considered the cultural and social hub of the community, able to enjoy walking tracks and camping. and provides an opportunity for visitors to experience local Aboriginal art.65 Ltyentye Apurte/Santa Teresa Ti-Tree Ltyentye Apurte/Santa Teresa was established as a Catholic Mission in 1953 when it was moved from the gold mining town Ti-Tree is a tiny community of just 70 people located along the of Arltunga. Ltyentye Apurte/Santa Teresa is located 85 km Stuart Highway. Just 195 km north of Alice Springs, Ti-Tree can south east of Alice Springs. Keringke Arts Aboriginal Art Centre be reached by car in two hours. The Ti-Tree Roadhouse offers was established in 1987 and is a working art studio where accommodation, food, swimming, and a bar. Nearby, Central visitors may view and purchase local Aboriginal art.61 Mount Stuart marks the approximate geographical centre of Australia.

Papunya

Papunya a small Aboriginal community of less than 500 residents, located approximately 240 km northwest of Alice Springs. Papunya Tjupi Arts is located in the community of Papunya, and is recognised for being the birthplace of the Western Desert dot-painting movement.

Ikuntji/Haasts Bluff

Located 250 km west of Alice Springs, Haasts Bluff sits within the West MacDonnell Ranges. The Aboriginal community is home to the Ikuntji Artists Aboriginal Corporation, the first art centre established by women in the Western Desert Art Movement. Visitors are welcome to the studio and gallery, and can also enjoy 4WD experiences and outstanding natural scenery.62

60 Hema, The Plenty Highway. https://www.hemamaps.com/explore/tracks/plenty-highway, 64 Australian Bureau of Statistics, 2016 Census QuickStats: Yuendumu. https://quickstats. (accessed 5 March 2020). censusdata.abs.gov.au/census_services/getproduct/census/2016/quickstat/SSC70301, (accessed 61 Tourism NT, Keringke Arts Aboriginal Art Centre. https://northernterritory.com/alice-springs-and- 23 April 2020). surrounds/see-and-do/keringke-arts-aboriginal-art-centre, (accessed 23 April 2020). 65 Central Desert Regional Council, Things to see and do. https://centraldesert.nt.gov.au/things- 62 Tourism NT, Ikuntji Artists. https://northernterritory.com/alice-springs-and-surrounds/see-and- see-and-do, (accessed 23 April 2020). do/ikuntji-artists, (accessed 23 April 2020). 63 Tourism Central Australia, Tanami Desert. https://www.discovercentralaustralia.com/tanami- desert, (accessed 4 March 2020). 51 Appendix D - Alice Springs and MacDonnell Ranges Region visitor market

The following charts summarise tourism in the Region.

Figure 5 - Tourism consumption, Alice Springs and MacDonnell Region 2017-18

Longdistancepassenger transportation Takeaway andrestaurantmeals Accommodationservices Fuel (petrol, diesel) Shopping (including giftsand souvenirs) Recreational,culturaland sporting services Food products Alcoholicbeverages andother beverages Travel agency andtouroperator services Motorvehicle hire andlease Gamblingand betting services Educationservices Taxi fares Localareapassenger transportation Actual andimputed rent on dwellings Othertourism goodsand services Motorvehicles, caravans,boats,etc Repair andmaintenance of motorvehicles

020406080 100 120140 160 180 200

Source: Tourism Research Australia, Regional Satellite Accounts: Alice Springs 2017/18

Figure 6 - Visitation by quarter, YE June 2018

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Intra-TerritoryInterstateInternational Marchquarter 21% 7% 21% June quarter 30% 30%17% Septemberquarter 26% 44%25% December quarter 23% 19% 36%

Marchquarter June quarter Septemberquarter December quarter

Source: Tourism NT, Regional Profile: Alice Springs and surrounds, year ending June 2018

52 Figure 7 - Length of stay, domestic leisure drive market, YE June 2018

38% 40% 35% 29% 30% 26% 23% 25% 20% 13% 14% 14% 15% 10% 10% 9% 8% 10% 7% 5% 0% 2% 0% 0% 0% 1night 2nights3nights 4nights5nights 6-14 nights 15-30 31 or more nights nights

Intra-Territory Interstate

Source: Tourism NT, Regional Profile: Alice Springs and surrounds, year ending June 2018

Figure 8 - Domestic leisure drive source markets, YE June 2018

11%

NSW/ACT

18% VIC/TAS 44% Queensland SouthAustralia

5% WesternAustralia Northern Territory

17% 5%

Source: Tourism NT, Regional Profile: Alice Springs and surrounds, year ending June 2018

Figure 9 - Visitation by travel party type, YE June2018

50% 43% 45% 40% 37% 40% 35% 31% 28% 30% 26% 25% 20% 20% 12% 11% 14% 15% 8% 9% 10% 8% 10% 3% 5% 1% 0% 1% 0% Travelling AdultcoupleFamilygroup Friendsand Business Other alone relatives associates

Intra-Territory Interstate International

Source: Tourism NT, Regional Profile: Alice Springs and surrounds, year ending June 2018 53 Figure 10 - Visitation by age group, YE June 2018

38% 40% 35% 35% 29% 29% 30% 23% 24% 25% 17% 19% 20% 17% 17% 14% 14% 15% 10% 12% 10% 3% 5% 0% 15-29 30-39 40-54 55-6465+

Intra-Territory Interstate International

Source: Tourism NT, Regional Profile: Alice Springs and surrounds, year ending June 2018

Figure 11 - Visitation by accommodation type used, YE June 2018

60% 55% 50% 43% 40% 36% 30% 26% 22% 21% 18% 20% 20% 15% 13% 10% 10%8% 10% 10% 0% 1% 1% 0% 0% 5% 3% 0% r g l ls el es g ia van he ent st te iv rc ra Ot mpin tm ho ty Ho ed ca elat mpin ar ca er or nt al rr ca ap or op ci omme Re e/ or so pr nc van nd ra ie No mmer hous park ca Fr Co Backpacker

Intra-Territory Interstate International

*Other accommodation includes other non-commercial property such as free camping or roadside rest stops, private accommodation (not friends or family), guest houses/bed and breakfasts, accommodation in FIFO location, hospital related accommodation and not stated.

Source: Tourism NT, Regional Profile: Alice Springs and surrounds, year ending June 2018

54 Alice Springs Reptile Centre – Alice Springs 55 Appendix E - Tourism development planning in the Alice Springs and MacDonnell Ranges Region

Destination management requires alignment and collaboration across the public, private and community sectors. It involves stakeholders from the tourism sector as well as stakeholders from all sectors contributing to the experience of a destination. The Destination Management Plan for the Region works to build on and harness the collective action of the Region to enhance tourism outcomes.

Tourism industry development

NT’s Tourism Industry NT Aboriginal Tourism Strategy 2030 Strategy 2020–2030

Tourism NT developed the NT’s Tourism Industry Strategy Tourism NT with the NT Aboriginal Tourism Advisory Council 2030 (the Strategy) to guide tourism development across the have developed the NT Aboriginal Tourism Strategy 2020–2030 Territory for the next ten years. The Strategy was co-developed to guide the development of Aboriginal tourism in the NT with industry and government and includes six priority toward the vision for the NT to be the undeniable leader in the objectives: Aboriginal tourism sector.

1. Grow investment in the Northern Territory’s remarkable The Strategy sets out an approach to development of the sector assets, product and Regions through a focus on building the five key pillars of:

2. Strengthen and showcase the Northern Territory’s 1. Living cultures – respectfully sharing our culture with others distinctive Aboriginal cultural tourism experiences will foster improved understanding and promote our 3. Through strategic marketing activities grow the value of the cultures for future generations holiday market in the Northern Territory 2. Living communities – strengthen knowledge and 4. Leverage and build events to drive visitation understanding in Aboriginal people and across networks 5. Develop ongoing access to and within the Northern 3. Living lives - nurturing skills and developing support tools to Territory create better business, jobs and industry success 6. Increase recognition of the value of tourism to the Northern 4. Living landscapes – providing better access and services to Territory. destinations by developing improved infrastructure with partners These objectives are underpinned by four pillars: 5. Living interactions – providing better communication, engagement and monitoring our connections with visitors • Marketing and our industry. • Industry development An annual report and three yearly reviews will support the • Workforce development delivery of the NT Aboriginal Tourism Strategy 2020-2030. • Collaboration across industry and government.

The Strategy provides a plan, with actions and outcomes associated with each priority objective. To ensure the Strategy remains relevant through to 2030, regular reporting and review exercises have been outlined including an annual report card, three-yearly reviews, and flexible target ranges. The Strategy’s core objective is to achieve sustainable growth in tourism across the Territory, fostering inclusive growth throughout the industry, and across regions, sub-sectors and markets.

56 Turbocharging Tourism initiative Park management plans In 2018 the NT Government committed $12 million through the Parks and conservation reserves form a significant component Turbocharging Tourism initiative to establish a new culturally of the tourism experience in the Region. Various park appropriate, Red Centre Adventure Ride cycling track through management plans exist in the Region, identifying a variety of Tjoritja/West MacDonnell National Park. intents and priorities depending on the stakeholder involved in the plan. The plans highlight the delicate balance between The commitment will support development of the trail and the management of park and stakeholder values in conjunction associated accommodation, providing significant employment with growing tourism in the Region. The development of Joint and income opportunities for the Region including local Management Plans across the Region points to the important Aboriginal communities. role traditional landowners have in the co-management of Parks. A further $3.5 million has also been allocated to help restore A selection of the Region’s Park management plans have and showcase the Hermannsburg Historical Precinct. The been outlined to provide an overview of the approach to park commitment will provide much needed infrastructure upgrades management in the Region. The plans include: and restoration of the National Heritage listed precinct. Culturally appropriate interpretive signage will tell the history of Tjoritja/West MacDonnell National Park the precinct including stories about Aboriginal watercolour artist • Albert Namatjira, the Lutheran missionaries and the Aranda • Alice Springs Telegraph Station Historical Reserve people of Ntaria and surrounds. • Trephina Gorge Nature Park.

Each of the plans lists values for the parks, which typically include a combination of cultural, natural, recreational/ touristic Tourism infrastructure and historic values.

The Department of Infrastructure, Planning and Logistics (DIPL) The Tjoritja/West MacDonnell National Park Joint Management plays a key role in tourism development as it brings together the Plan describes a vision where “all countries, peoples and key functions that drive land use, infrastructure and transport. In dreamings stay strong, respected, healthy and connected.” its 10 Year Infrastructure Plan 2019-2028, DIPL lists a number of Focusing on the values of culture, country and tourism, the projects that will benefit tourism throughout the Region: Plan’s three main themes are:

• National Aboriginal Art Gallery • Making joint management work • Tjoritja/West MacDonnell National Park upgrades including • Looking after country and culture Red Centre Adventure Ride cycling track, visitor experience Visitor experiences. centre, and Ormiston Gorge camping • • National Indigenous Cultural Centre The Alice Springs Telegraph Station Historical Reserve Plan of • Alice Springs CBD Revitalisation, including meeting places Management was written focusing on cultural values (including and shading and water play area European historic values and Aboriginal values), recreation and • Alice Springs Desert Park visitor experience development tourist, interpretation and education, and natural values. It describes the Reserve’s principal purposes as: • Alice Springs Telegraph Station visitor experience • To conserve the remaining Telegraph Station buildings and associated resources of historic and cultural significance • To provide an attractive outdoor recreation area and tourist destination on the outskirts of Alice Springs • To provide appropriate interpretation of the Reserve as well as education opportunities regarding the historic and environmental aspects of the Reserve • To protect sacred sites and other locations of significance to Aboriginal people • To retain the natural bushland setting over most of the Reserve, to protect the habitants of native plants and animals and to maintain current ecological diversity.

The Trephina Gorge Nature Park Joint Management Plan’s key values are low-key bush tourism, a living cultural landscape and regionally significant biodiversity values. The Plan describes the Park’s purpose to:

• Protect the natural and cultural resources of the Park • Maintain a low-key bush setting that provides an outdoor family escape with opportunities for passive nature-based recreation • Meet the needs of Traditional Owners to maintain their connection to country and be involved in management and on ground operations.

57 • Identifying meaningful and sustainable opportunities Visitor experience for local communities to increase involvement in visitor experience development plans • Integrating with existing approved strategies, in particular other natural values and visitor experience strategies The East MacDonnell-Plenty Highway Region • Developing detailed site plans for several key locations. Visitor Experience Plan was developed by Central Desert Regional Council, Tourism Central Australia The master plan recommends the following strategic directions: and Tourism NT. 1. Introduce a recommended touring direction for the loop drive The Plan aims to: 2. Establish a new governance model for tourism in Hermannsburg • Provide a prioritised framework for the future development of visitor experiences 3. Revitalise the Historic Hermannsburg Precinct • Present a preferred management model promoting sound 4. Develop a Cultural Campground at Hermannsburg governance practices 5. Develop brumby riding tours in Hermannsburg • Strengthen relationships with neighbouring regions and 6. Actions to strengthen tourism in the Region. states to enhance the existing road journeys, particularly the Outback Way The actions identified to strengthen tourism in the Region • Integrate with existing strategies in the Region such as included: roads, natural and cultural heritage programs • Develop craft production in Hermannsburg • Ensure a coordinated approach to tourism between businesses, government, the tourism industry and • Transition Wallace Rockhole to focus on craft and food communities making experiences • Present viable and realistic opportunities encouraging both • Support the growth of Aboriginal-led 4WD tours to Palm private and public investment in the Region. Valley • Develop an interpretation platform introducing the The Plan categorises experience development opportunities geography of the West MacDonnell Ranges into road journeys, community tourism action plans, pastoral • Create Tnorala Aboriginal Starlight Storytelling Experience stations, East MacDonnell experiences, and events. The Plan also Replace the interpretation signs at Albert Namatjira’s home lists five game changers, which are critical projects essential to • improving the Region’s visitor experience: • Replace the sculpture on the eastern edge of Hermannsburg to better recognise and celebrate Albert • Plenty Highway enterprise support, assisting developing Namatjira. tourism enterprises to access advice, support, and training and development programs The Master Plan for Mountain Biking in the NT was • Plenty Highway campgrounds to add accommodation developed in 2016 to guide investment in and the options along the highway and encourage visitors to stay development of sustainable world class mountain longer in the Region biking (MTB) opportunities. Alice Springs plays • Alcoota Fossil site activation as a partnership between NT an important part of the master plan’s vision Government, the Engawala Community, and the Museum for mountain biking in the Territory, including and Art Gallery of the Northern Territory (Megafauna Central) that “Alice Springs will be a leading world class • East MacDonnell Ranges eco-accommodation aimed at soft hub for mountain biking with a range of trails, adventure and higher end nature-based visitors experiences and events suited to local, national • Arltunga experience development at the Arltunga Historical and international markets.” Reserve. Actions identified in the plan are: The Hermannsburg Regional Visitor Experience Consolidate and improve the existing infrastructure Master Plan was developed in 2017 for Ntaria/ • • Investigate new MTB opportunities to add to the diversity Hermannsburg and the surrounding Region. of the Alice Springs MTB experience Develop bicycle-friendly support services Its objectives include: • • Develop quality information and interpretation suited to • Establishing an inspirational and achievable vision for visitor MTB markets experiences that recognise the rich cultural, environmental • Extend the Alice Springs MTB offering. and historical values of the area • Capitalising on the tourism potential of the impending sealing of the Hermannsburg to Namatjira Drive roadway, the Mereenie Inner Loop • Developing a high-level strategic framework as an enabler for community aspirations in the tourism section • Providing protection for cultural, environmental and economic values

58 The Tourism Central Australia’s #RedCentreNT Regional Events Strategy 2018-2023’s vision is to be ‘famous for distinctly #RedCentreNT events that celebrate our iconic location and culture’.

The Strategy aims to:

• Increase visitor stay and spend • Facilitate regional dispersal • Maximise visitor satisfaction.

The Strategy aims to achieve this by:

• Retaining and growing existing events through capacity building • Attracting new, destination aligned events in the shoulder and low seasons • Partnerships to promote the destination and facilitate conversation.

Its five strategic priorities are:

• Bridge event and destination awareness • Increase conversion • Strategic focus • Industry capacity • Partnerships.

Earth Sanctuary World Nature Centre – Alice Springs 59 Aboriginal art and culture plans Regional council plans

The National Aboriginal Art Gallery Strategic Business Case The Alice Springs Town Council plays an important role in discusses the Northern Territory Government’s proposal to providing services and supporting the economic and social develop a National Aboriginal Art Gallery in Alice Springs. The development of the Region. The Council has a vision for the Gallery ‘is intended to become a centre of Aboriginal curatorial development of the Region that can be leveraged in tourism excellence and workforce participation and it also seeks to planning. achieve a range of other economic and social outcomes for Mparntwe (Alice Springs) and for Aboriginal advancement In the Alice Springs Town Council Strategic Plan 2018-2021 nationally.’ The Gallery would help to: tourism is included as an economic driver in the Region. Actions in the plan which support tourism development include: • Celebrate the art and culture of Aboriginal people and contribute to Aboriginal empowerment and advancement • Support ongoing tourism development and prosperity • Create greater understanding and appreciation of • Completion of short-term and medium-term Arts Aboriginal culture within Australian society and therefore and Cultural Plan strategic actions by 2020, including foster reconciliation strengthening existing relationships across arts and culture, • Foster a more sophisticated and inclusive image of Australia education, health, tourism, community and local enterprise internationally as a country which is reconciling with its past • Maintain and improve local road network and celebrates the achievements of all its people. • Maintain and improve local footpaths and cycle networks Lead the Northern Territory Government to establish a Other aims and objectives include providing a positive impact on • suitable Alice Springs Master Plan Mparntwe (Alice Springs) and Aboriginal advancement by: • Advocate for the continuation and enhancement of • Providing training and employment outcomes, particularly transport options to ensure Alice Springs is an ongoing part for Aboriginal people of the national transport network • Creating a civic centre or central gathering place for the • Maintain and improve built and social infrastructure; and in community in Mparntwe (Alice Springs) open spaces adopt place making strategies • Establishing Mparntwe (Alice Springs) as the beginning of • Protect and promote local history and heritage. the Territory’s Art Trail The MacDonnell Regional Council Strategic Plan incorporating CBD activation and revitalisation of Mparntwe (Alice • the 2019-2020 Regional Plan discusses the connection between Springs) and enhanced reputation tourism and Aboriginal economic development, including as a • Assisting to address a number of youth and social mechanism to support employment outcomes. Actions listed in challenges in Mparntwe (Alice Springs) by providing a the plan that support tourism in the Region include: location to gather for all people and providing a vehicle for the preservation of Aboriginal culture through interaction • Develop a regional tourism plan in collaboration with and instruction around the meaning and interpretation of Tourism NT Aboriginal art. • Develop and implement Council Community Infrastructure Plans to guide infrastructure investment and development Additionally, the National Indigenous Cultural Centre Limited, an Aboriginal organisation in Alice Springs, has undertaken • Provide quality parks, open spaces, sporting and consultation and established a business case for the recreational facilities that are accessible for all ages development of the National Indigenous Cultural Centre in • Provide in-kind support for community and cultural events Alice Springs. The vision for the Centre is ‘an iconic, world-class • Support the development of an annual major regional cultural institution, expressing the collective cultural, historical cultural festival within the Council area. and artistic voice of Aboriginal and Torres Strait Islander people from across the country’. The Central Desert Regional Council Regional Plan 2018-2022 also discusses tourism in the Region, including the following actions:

• Advocate to promote tourism, particularly along the Plenty Highway, linking the highway to Megafauna Central in Alice Springs • Tourism opportunities are identified for agreed communities by 30 June 2019 and implemented by 30 June 2021 • Complete Tourism Master Plan for the Plenty Highway (this was completed in April 2019).

60 Key findings

Exploration of the tourism and destination development plans impacting the Region highlight several opportunities that could be leveraged to develop the Region’s tourism industry, notably the proposed development of a National Aboriginal Art Gallery and National Indigenous Cultural Centre in Alice Springs.

Tourism development activities in the Region are supported by the overarching NT’s Tourism Industry Strategy 2030 identifying priorities for the industry to 2030, and the NT Aboriginal Tourism Strategy 2020-2030. Another significant strategy assisting industry development efforts in the Region is the DIPL infrastructure plan. Complementing these high-level plans are operational plans for the management of Parks, community level plans developed by Regional Councils, and the various Visitor Experience Plans for the Region. These plans all support local infrastructure development, resource allocation and coordination of collective action focused on growing regional and tourism outcomes. All of the plans highlight the significant opportunity that exists through coordinated planning and investment in the Region.

Pyndan Camel Tracks – Alice Springs 61 Appendix F - Accessible Tourism

Accessible tourism focuses on ensuring Accessibility in the NT tourism destinations, products and In the Territory, several initiatives have been undertaken to services are accessible to all people, contribute to accessible tourism, however there is not yet regardless of their physical limitations, an overarching strategy or comprehensive plan to address 66 accessibility in tourism in the NT, establishing an opportunity disabilities or age. for the NT to better engage the cohort of travellers with accessibility needs.

Tourism infrastructure that is accessible Identified accessibility initiatives in the NT include: is also beneficial to a broad range of • Tourism Top End accessibility guide stakeholders recognising that support • Accessible Beaches review needs span across those travelling • City of Darwin Access and Inclusion Plan 2019-2022 with prams, seniors with mobility • The Accessible Point to Point Transport Working Group. requirements, and people with Tourism Top End has developed an accessibility guide for permanent or temporary disabilities. Darwin, which contains information about various sites around the city which are accessible. It contains where to find disability services, medical and emergency services, and transport options. Accessible Beaches has undertaken reviews of access and Accessibility considerations inclusion at the Darwin Waterfront, Casuarina Beach, Mindil Beach, and Nightcliff Beach. The objectives of the reviews were to: The size of the populations of people living with a disability is significant, and warrants consideration as to how this cohort Identify current user experience at the reviewed locations can best be engaged in tourism. Globally, one billion people are • living with a disability and in Australia, one in five people have a • Identify opportunities to improve accessible and inclusive disability, representing 4.3 million people, or roughly 18% of the facilities at the reviewed locations population.67 These figures are compounded by an increasing • Provide a report outlining findings and general prevalence of persons with a disability, as the population ages recommendations. and chronic diseases spread.68 It is estimated that by 2050, over one quarter of the population will be over age 65, a factor Additionally, City of Darwin’s Access and Inclusion Plan 2019- creating greater demand for mobility access. 2022 provides a framework to continue to support people with disabilities and other access challenges. The plan looks at four In Asia, one of the NT’s closest geographic partners, 650 million key areas: people have a disability.69 Of these, 85 million are in China70 and 7.5 million are in Japan.71 With Asian countries accounting for • Built and natural environment just under half of international visitors to Australia72, and Japan • Services and programs and China being the fourth and fifth biggest source markets in Information and communication the NT respectively,73 this is a notable population cohort. • • Council operations. The size and growth trends of the population requiring greater accessibility offers a significant social and economic basis The Department of Infrastructure, Planning and Logistics (DIPL) for investment in accessibility strategies, and approaches to has established the Accessible Point to Point Transport Working supporting and engaging this market cohort. Group, a Territory-wide accessibility initiative. The group was established to examine and provide recommendations to improve point to point transport services delivered to persons in wheelchairs.

66 Tourism Australia, Accessible tourism 70 Sixth Tone, Invisible Millions: China’s Unnoticed Disabled People. 67 Australian Institute of Health and Welfare, People with Disability in Australia. 71 Disabled World, Disability in Japan: Overview and Statistics. 68 World Health Organisation, World Report on Disability. 72 Tourism Research Australia, International Visitor Survey YE September 2019. 69 United Nations, Disability in Asia and the Pacific: The Facts. 73 Northern Territory Department of Treasury and Finance, Northern Territory Economy: Tourism. 62 Potential scope of the Table 8 - Top activities for travellers with a disability compared to the general population accessibility market

Identify with Do not identify Activity Total The potential scope of the accessibility market presents both an disability with disability important social, and economic opportunity for the Territory. It is estimated that 1.3 million Australians with disabilities travel Eat out /dine at a 62% 63% 63% each year. When considering that many people with a disability restaurant /cafe travel with a carer, (resulting in a multiplier of 2.45 (overnight) or 2.62 (day trips)), an estimated 3.4 million people are travelling Visit friends and 53% 45% 46% with accessible travel needs.74 relatives

In addition to the significant size of the accessible tourism Go to the beach 25% 31% 30% market, Tourism Research Australia estimates that domestic tourists with a disability spend $3.2 billion annually.75 Sightseeing /looking 25% 24% 24% around Go shopping for Accessible tourism 25% 20% 21% pleasure product needs Pubs, clubs, discos etc. 23% 22% 22% Current statistics indicate that people with disabilities travelled 76 Visit national parks / almost as frequently as people without disabilities. Of the 11% 11% 11% cohort of travellers with a disability almost a quarter (24%) had rainforest walks taken an overseas trip, indicating that distance of travel from home is not always a barrier to this cohort. Go to markets 10% 8% 9%

Travability’s report Understanding the Opportunity for Australia Bushwalking /rainforest 9% 12% 11% in Accessible Tourism demonstrated that among those travelling walks with a disability, mobility (difficulty moving more than a short distance) was the most common access challenge (representing Picnics or BBQs 8% 7% 7% 44% of those surveyed). In addition, the survey highlighted that a person experiencing a disability will often face multiple Visit museums or art 7% 6% 6% challenges, requiring tourism accessibility consideration to galleries address the spectrum of mobility, vision, hearing or cognitive access impairments. Fishing 7% 7% 7% While there are differences in accessibility needs, the activities Go on a day trip to that travellers with a disability participate in are very similar to 6% 6% 6% another place the activities that travellers without a disability participate in. Table 8 demonstrates the similarity between cohorts with and Exercise, gym or 6% 8% 8% without a disability, showing that the demand for products is swimming very similar. This indicates the need for tourism operators to attract the accessible tourism market by addressing accessibility Visit history /heritage requirements in many of the Region’s existing tourism offerings. buildings, sites or 6% 5% 5% monuments

Play other sports 4% 3% 3%

Water activities /sports 4% 6% 6%

Visit wineries 4% 4% 4%

Attend festivals /fairs or 4% 4% 4% cultural events Visit botanical or other 3% 4% 4% public gardens Visit food markets 3% 2% 2% (2016 onwards)

Attend movies /cinema 3% 3% 3%

Source: Travability, Understanding the Opportunity for Australia in Accessible Tourism.

74 Travability, Understanding the Opportunity for Australia in Accessible Tourism. 76 Travability, Understanding the Opportunity for Australia in Accessible Tourism. 75 Tourism Research Australia, 2018, Accessible Tourism in Victoria and Queensland. 63 Accessible tourism product needs Key considerations

A Tourism Research Australia study of accessible tourism in A sizable proportion of the Australian and global population 201777 identified the specific needs of the accessible tourism experiences a disability, and with a growing prevalence there is market focused heavily on information and support services, both a significant social justice and economic imperative to work including: towards delivering accessible tourism for all. Evidence from some states in Australia shows that travellers with a disability • Information comprise on average 10% of the domestic market spend. • Planning Currently no strategic approach to accessible tourism exists in Service • the NT or the Region, resulting in a gap in the tourism offering, • Facilities and transport. and an opportunity for further development of the tourism industry. In the study travellers with a disability listed more detailed information as their highest priority. These travellers require Notably travellers with a disability are seen to participate in information that is related to their disability, easy to find, well- similar activities to persons without a disability, and at a similar structured, and relatable. rate of participation. This indicates the ability to meet the needs of this market, through making existing experiences and Despite this being a priority, currently no central service is facilities in the Region accessible. available to tourists seeking advice on accessible tourism options in the NT or the Region. As a result, prospective visitors The prioritisation of information about accessibility offerings with accessibility needs are required to enquire directly with by the accessible traveller, indicates that the focus of efforts to providers. Presenting a significant barrier to attracting travellers build accessible tourism in the Region should include enhancing with a disability to the Region, with the study finding that “if the scale of accessibility offerings in the Region and collation this information isn’t widely publicised, the visitor may choose and communication of accessibility offerings in the Region. to avoid the area. Not knowing if a hotel has accessible rooms Further to localised action, an opportunity exists for accessible may mean they avoid particular hotels or destinations more tourism efforts to be scaled across the NT. broadly.”78

An opportunity exists for a regional and Territory wide approach to collating accessible tourism information and communicating this to the visitor market. According to Travability’s Understanding the Opportunity for Australia in Accessible Tourism, travellers with a disability said they want:

• Information contained on review sites such as Tripadvisor that is relevant to their specific needs • Specialised review sites for their needs • Accreditation that shows businesses have made the commitment to accessible travel.

In addition to information, personal contact with a business or destination was more likely to convert interest to visitation, as were travel agents with a strong service ethic who could inspire travel when the travellers don’t actually know what is possible.79 In addition to the availability of relevant information, travellers with a disability face challenges regarding attitudes and understanding from tourism and hospitality staff. This was particularly prevalent among young travellers with a disability and those with a ‘hidden disability’ whose disability may not be easily obvious.

Education and customer service campaigns for tourism operators in the Region may help to address these barriers and deliver the personal service that converts interest to visitation among this cohort of travellers.

Cost was another important factor for travellers with a disability, who mostly need to travel with a carer, making the cost of travel higher than others. Assistance with these costs or special deals for those travelling with a carer could assist in removing these barriers.

Facilities and transport are additional barriers to travellers with a disability. Improvements in practical information such as location of toilets, lifts, accessible toilets, more prominent information 77 Tourism Research Australia, 2018 Accessible Tourism in Victoria and Queensland. on tourism websites, better public transport access, better 78Tourism Research Australia, State of the Industry 2018-19. access at airports, and a better range of accommodation are 79 Travability, Understanding the Opportunity for Australia in Accessible Tourism. 80 81 Travability, Understanding the Opportunity for Australia in Accessible Tourism. solutions to these barriers. 81 Travability, Understanding the Opportunity for Australia in Accessible Tourism. 64 Finke Gorge National Park 65 tourismnt.com.au

GPO Box 1155 Darwin NT 0810 Australia Tel: +61 8 8999 3900 66