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TOURISM NT – ANNUAL REPORT Tourism NT Annual Report 2016-17 2016-17 Tourism is an incredibly important economic driver for the Territory and through dedication and collaboration we have achieved visitor growth and industry progress. About this report This annual report identifies successes and outcomes achieved during 2016-17 against our strategic objectives as set out in Tourism Vision 2020: Northern Territory’s Strategy for Growth and outlines how effective we have been at achieving our goals over the past year, as articulated in our 2016-17 Operational Plan. In accordance with section 28 of the NT Public Sector Employment and Management Act and section 12 of the Financial Management Act, this report provides information to Parliament (through the responsible Minister), Territorians and other interested parties about our primary functions and responsibilities, performance and significant activities, future business directions, and a summary of our financial performance undertaken during the year. Further information about Tourism NT, and an electronic copy of this report, is available online at www.tourismnt.com.au Visitor information about the Northern Territory can be obtained from our consumer website www.travelnt.com.au © Northern Territory Government Cover images Published November 2017 by Tourism 1 Enjoying sunset drinks at Kings 1 2 NT, a statutory authority of the Creek Station Northern Territory Government. 2 Airboat on Outback Floatplane Adventure 4 ISSN: 1835-1387 (Online) 3 Pyndan Camel Tracks tour 3 4 Painting at Uluru Contents Transmittal Letter 2 Introduction 3 01 Chair and CEO Foreword 4 2016-17 Highlights 6 Key Output Reporting 10 Regional Snapshot 12 Our Organisation 14 02 About Tourism NT 15 Organisational Chart 16 Our Leadership Team 17 Our Performance 18 03 Grow Value 19 Address Supply Constraints 34 Improve the Visitor Experience 36 Improve Business Sustainability 40 Operational Sustainability 42 Corporate Governance 44 04 Board of Commissioners 45 Planning Framework 49 05 Financial Snapshot 50 06 Appendices 52 Contact Us Inside back cover Tourism NT Annual Report 2016-17 1 2 Tourism NT Annual Report 2016-17 Back to Contents page SECTION01 Introduction 4 Chair and CEO Foreword 6 2016-17 Highlights 10 Key Output Reporting 12 Regional Snapshot Back to Contents page Tourism NT Annual Report 2016-17 3 Introduction 01 From the Chair and CEO MICHAEL BRIDGE ALASTAIR SHIELDS The Department of Tourism and Culture Another positive year in 2016-17 saw was formed in September 2016, and it five percent growth in the total number of brings together the former Departments visitors for all purposes to the Northern of Sport and Recreation, Arts and Territory, and a total expenditure of $2.5 Museums, Parks and Wildlife with billion. Overall, there was a 5.7 percent Tourism NT, The Darwin Waterfront of growth in holiday visitation across Corporation, Northern Territory Major the Territory. Looking at the regional Events Company and the Heritage breakdown, Central Australia saw a Division from the former Department 5.9 percent growth in combined domestic of Lands, Planning and Environment. and international holiday visitation, while The legal entity which is Tourism NT the Top End increased by just 2.0 percent. is unchanged, however a number We acknowledge that there is a two- of functions, such as Corporate and speed economy between the regions and Secretariat have been centralised endeavour to address this as a priority over within the Department. In bringing the following year. these functions together, the Territory Tourism NT’s domestic marketing efforts Government wishes to see a more saw continued success, launching the next streamlined, coordinated and integrated phase of the highly successful ‘Do the NT’ approach. This has created a number campaign – ‘Stop Guessing, Start Doing’. of opportunities to influence the This phase brought together the active development of new tourism product. imagery of ‘Do the NT’ and the urgency of Tourism is an incredibly important ‘It’s about Time’ with a new element that economic driver for the Territory, with its highlights the value and variety of offerings share of the economy at five percent for in the NT. direct Gross Value Added in 2015-16; the highest of all jurisdictions. 4 Tourism NT Annual Report 2016-17 Back to Contents page Targeted brand campaigns focused Territory’s tourism experiences, which Thank you to our Board Members for on millennials, events and the highly have seen little change over the past the strategic advice and direction, our anticipated second season of the Million decade. Further to this, major projects in team of staff for their dedication and Dollar Fish. Cooperative campaigns with the Territory have a greater impact on our professionalism, and the industry for their distribution partners strengthened our smaller communities and the challenge investment and perseverance in pursuit brand activity, offering attractive sale fares, lies in balancing their impact as they near of our shared goals. It is important that deals and packages. completion. we build on current momentum and continue to develop new, improved and Between the illuminating Parrtjima – As the construction phase of the INPEX innovative tourism products that meet A Festival in Light and the immersive project nears completion we are beginning increasingly sophisticated and demanding installation Field of Light Uluru by to see business travel expenditure contract. visitor expectations. We are confident internationally acclaimed artist Bruce We are also anticipating an impact on the that ongoing collaboration will see Munro, Central Australia gained significant visiting friends and relatives (VFR) market. continued progress and success of attention nationally and internationally, and To ensure we remain on-track to achieve our tourism across the Territory. saw a 12 percent increase in visitation. 2020 targets our efforts are concentrated on We are thrilled that both of these unique boosting the holiday market. displays will continue in 2018. Tourism NT remains dedicated to working Well on-track to achieve our Tourism Vision with all key stakeholders to enhance the 2020 goal, initiatives were developed sector. Our strategic focuses going forward and implemented to support the future include: aviation route development, with performance and longevity of the sector. specific attention on gaining direct flights The launch of a number of exciting projects from China; targeted domestic campaigns enhanced business sustainability and our that leverage drawcard events in the partnership approach with industry. The Territory; working with industry to grow Digital Leap workshops saw 140 operators awareness of the Territory; and investment gain digital marketing skills, while over 100 into nationally iconic tourism attractions, updated their business listings through our leveraging our strengths such as Digital Assets Program. Our China Ready Aboriginal art and culture experiences, programs were also well received with over and military history. 40 businesses now accredited. Building on our efforts to improve on-ground experiences for visitors, the free WiFi hotspot network was expanded. Further investment into infrastructure and experience development was stimulated by various tourism infrastructure grant programs and innovative strategic product initiatives. Robust engagement directly Michael Bridge Alastair Shields with airlines and in cooperation with Chair Chief Executive Officer partners has significantly advanced a new potential direct aviation link between Darwin and China. While we have seen positive results this year there is no denying we face ongoing challenges. Aviation capacity, visitation from overseas markets, regional dispersal 30 September 2017 30 September 2017 and Top End visitation continue to demand our attention. There is also the issue of the competitiveness and quality of the Back to Contents page Tourism NT Annual Report 2016-17 5 Introduction 01 2016-17 Highlights 2.49 BILLION 1.91 MILLION 1,300 OVERNIGHT SPEND BY TRAVELLERS TOTAL VISITORS TO THE NT AVERAGE SPEND PER TRIP +10 percent +5.0 percent +$60 per trip NIGHTS NEW 2.1% 7.0 182 MEASURABLE NT MARKET SHARE OF HOLIDAY VISITORS AVERAGE LENGTH OF STAY BUSINESS EVENT LEADS GENERATED no change -0.1 nights +7 bids 6 Tourism NT Annual Report 2016-17 Back to Contents page 17,300 JOBS CREATED BY TOURISM (2015-2016) 62,273 2.06 MILLION 446,392 CRUISE SHIP PASSENGERS FACEBOOK FANS INBOUND AIRLINE SEATS -4.5 percent +2.2 percent +2.6 percent 47 184,000 9,089 CRUISE SHIP VISITS INSTAGRAM FOLLOWERS ACCOMMODATION ROOM SUPPLY +2 visits +24 percent +36 rooms Back to Contents page Tourism NT Annual Report 2016-17 7 01 Introduction HIGHLIGHTS Overnight visitor expenditure in the Northern Territory reached $2.5 billion, a 10 percent year on year increase, as a result of increased spend from both interstate and international travellers Total overnight visitors grew by 5 percent to 1.9 million, which was slightly lower than the national result of 5.5 percent growth. As a result, visitor market share held steady at 1.9 percent Total visitor nights were up by 3.3 percent to 13.3 million nights, resulting in an average length of stay of 7 nights International visitors to the Northern Territory were estimated at 302 000. This 8.2 percent year on year increase shows early signs of recovery after the lows experienced in 2013 Domestic overnight visitors were up 4.4 percent to 1.6 million due to an increase in leisure travel (holiday and visiting friends and relatives) by interstate visitors Earth Sanctuary World Nature Centre, Alice Springs 8 Tourism NT Annual Report 2016-17 Back to Contents page *Change in National Visitor Survey methodology from -domestic 2014 and combined estimates are not directly comparable to previous years Graphs derived Tourism by NT from Tourism Research Australia’s National and International Visitor Surveys, year ending June 2017 Back to Contents page 1,000 1,200 1,400 1,600 1,800 2,000 0. 0. 0. 0. 0. 1. 1. 1. 1. 1.
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