Tourism is an incredibly Tourism important economic driver for the Territory and through dedication and collaboration we have achieved visitor growth and industry progress. Tourism NT Tourism Report Annual 2016-17
TOURISM NT – ANNUAL REPORT 2016-17 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)
62,273 446,392 2.06 MILLION 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 $2.5 billion, a 10 percent year on year increase, as a result of increased spend from both interstate and international travellers
Total overnight visitors grew by 5 percent to 1.9 million, which was slightly lower than the national result of 5.5 percent growth. As a result, visitor market share held steady at 1.9 percent
Total visitor nights were up by 3.3 percent to 13.3 million nights, resulting in an average length of stay of 7 nights
International visitors to the Northern Territory were estimated at 302 000. This 8.2 percent year on year increase shows early signs of recovery after the lows experienced in 2013
Domestic overnight visitors were up 4.4 percent to 1.6 million due to an increase in leisure travel (holiday and visiting friends and relatives) by interstate visitors
Earth Sanctuary World Nature Centre, Alice Springs
8 Tourism NT Annual Report 2016-17 Back to Contents page Total visitor expenditure in the NT Combined (total) Domestic International
Overnight visitor expenditure ($ billion)
2.6 2.5
2.4
2.2 2.0 2.0
1.8
1.6
1.4
1.2
1.0
0.8
0.6 0.5 0.4
0.2
0.0 * Jun-11 Jun-08 Jun-09 Jun-10 Jun-15 Jun-16 Jun-17 Jun-12 Jun-13 Jun-14 Mar-12 Dec-11 Sep-11 Mar-08 Mar-09 Mar-10 Mar-11 Mar-15 Mar-16 Mar-17 Mar-13 Mar-14 Dec-0 8 Dec-0 9 Dec-1 0 Dec-1 5 Dec-1 6 Sep-08 Sep-09 Sep-10 Dec-1 2 Dec-1 3 Sep-15 Sep-16 Sep-12 Sep-13 Sep-14 Dec-14
Rolling annual (year ending)
Total visitors to the NT Combined (total) Domestic International
Overnight visitor numbers ('000s)
2,000 1,914
1,800 1,612 1,600
1,400
1,200
1,000
800
600
400 302
200
0 * Jun-11 Jun-08 Jun-09 Jun-10 Jun-17 Jun-12 Jun-13 Jun-14 Jun-15 Jun-16 Mar-12 Dec-11 Sep-11 Mar-08 Mar-09 Mar-10 Mar-11 Mar-13 Mar-14 Dec-14 Mar-15 Mar-16 Mar-17 Dec-0 8 Dec-0 9 Dec-1 0 Sep-08 Sep-09 Sep-10 Dec-1 2 Dec-1 3 Dec-1 5 Dec-1 6 Sep-16 Sep-12 Sep-13 Sep-14 Sep-15
Rolling annual (year ending)
Graphs derived by Tourism NT from Tourism Research Australia’s National and International Visitor Surveys, year ending June 2017 *Change in National Visitor Survey methodology from 2014 - domestic and combined estimates are not directly comparable to previous years
Back to Contents page Tourism NT Annual Report 2016-17 9 01 Introduction Key Output Reporting
In accordance with section 28 of the NT Key deliverables Budget 2016-17 Budget 2017-18 Public Sector Employment and Management Act, the following table provides an overview Budget Actual Budget of our reporting against the output structure of Budget Paper 3, which lists all NT Holiday visitor expenditure Government agency deliverables. Budget Domestic overnight $626 million $780 million $886 million figures for the following year are typically International $362 million $363 million $362 million set in the first quarter of a calendar year, well before actual results are known for the Holiday visitors current year. Domestic overnight 652,000 628,000 652,000 International 277,000 259,000 277,000 Holiday visitors to regions Central Australia 453,000 461,000 N/A Top End 500,000 523,000 N/A Proportion of holiday visitors outside the peak season1 67% 62% N/A
Note: These budget measures have been discontinued as a result of the move of Tourism NT into the wider Department of Tourism and Culture.
KEY VARIATIONS International results for holiday expenditure reduction in intra-territory holiday travel were marginally higher than the budget which impacted on the overall domestic Domestic results for holiday visitation and estimate. Although the actual result for result. This was experienced across all three expenditure were better than estimated, up international holiday visitors fell short of the regions in the Top End as well (i.e. Darwin, 8.5 percent and 25 percent respectively. budget estimate of 259 000, this represented Katherine Daly and Kakadu Arnhem). For When comparing actual results for 2016-17 8.6 percent growth on the year prior. the Central Australian area, the year on to the previous year, the increase was due Attracting international holiday visitors has year change in actual results was more to more Australians holidaying in the been on ongoing challenge for the Northern positive, up 5.9 percent. Even though there Northern Territory rather than Territorians Territory. Fewer travellers from the United were fewer Territorians taking holidays, traveling locally. In particular, this growth Kingdom, France and Japan have been International holiday travel was stronger came from our key target markets with more including the Territory on their holiday to across all Northern Territory tourism regions. interstate holiday visitors aged 25-34 years Australia; however there has been a rise and over 50 years. in holiday visitors from North America. REGIONAL HIGHLIGHTS Numbers from Greater China have also been Year on year growth from holiday visitors growing but not at the same rates when was mixed across the Northern Territory. In compared to other Australian destinations 2016-17, the Top End attracted more holiday with direct aviation services. visitors overall compared to Central Australia (59 percent compared to 52 percent Combined domestic overnight and respectably). This was expected given the international results for holiday visitation largest volume of holiday travel comes from in both the Top End and Central Australia the domestic market, which demonstrates were higher than the budget estimate. When a stronger preference for taking holidays in comparing the year on year actual results the Top End. In contrast, Central Australia is however, there was only a small increase more popular with overseas markets. of 2.0 percent for the Top End due to a
1 Figures do not add to 100% as visitors can travel to more than one region during the trip.
10 Tourism NT Annual Report 2016-17 Back to Contents page Bitter Springs, Elsey National Park
Back to Contents page Tourism NT Annual Report 2016-17 11 01 Introduction Regional Snapshot
Holiday visitors to NT Tourism Regions by Origin
204,000
106,000 99,000
GREATER KAKADU DARWIN ARNHEM Intra-Territory Interstate International
GREATER DARWIN
KATHERINE DALY
81,000 57,000 42,000
BARKLY Intra-Territory Interstate International
KATHERINE DALY
64,000
35,000 LASSETER ALICE SPRINGS 18,000 (ULURU) AND MACDONNELL Intra-Territory Interstate International
KAKADU ARNHEM
12 Tourism NT Annual Report 2016-17 Back to Contents page Nitmiluk National Park, Katherine Daly 40,000
17,000
6,000 Intra-Territory Interstate International
BARKLY
117,000 114,000
34,000 George Brown Botanic Gardens, Greater Darwin Intra-Territory Interstate International
ALICE SPRINGS AND MACDONNELL
166,000
143,000
18,000 Intra-Territory Interstate International
LASSETER (ULURU) Rainbow Valley, Alice Springs and MacDonnell
Back to Contents page Tourism NT Annual Report 2016-17 13 SECTION02 Our organisationOrganisation
1015 About Tourism NT
10WHO WHOWE ARE WE ARE OUR10 WHATVISION WE DO WHO10 WHOWE WORK WE WORK WITH WITH WHAT11 OUR WE VISIONDO 11 OUR GOALS 11 OUR VALUES 16 Organisational Chart
12 Organisational chart 17 Our Leadership Team 13 Our divisions & executive team
14 Our people
14 HIGHLIGHTS / SNAPSHOT 14 OVERVIEW 15 WHAT WE DID 18 WHS 18 FUTURE INITIATIVES
14 Tourism NT Annual Report 2016-17 Back to Contents page About Tourism NT
Grow value
OUR VISION Our vision is to grow the visitor economy in 2020 TARGET the NT to $2.2 billion by 2020 as measured BILLION by overnight visitor expenditure. Improve Improve There are four strategic requirements visitor business listed in the Tourism Vision 2020: Northern experience 2.2 sustainability Territory’s Strategy for Growth to be VISITOR ECONOMY addressed in order to achieve this vision: grow value, address supply constraints, improve visitor experience, and improve business sustainability.
Address supply constraints
WHO WE ARE WHO WE WORK WITH WHAT WE DO Tourism NT is a statutory authority We work with these key stakeholders Our activities are guided by Tourism Vision constituted by the NT Government under and partners: 2020: Northern Territory’s Strategy for the Tourism NT Act 2012, responsible for: Growth which details a partnership approach The NT tourism industry, to market the • between Tourism NT, government and Marketing the Territory as a desirable Territory interstate and overseas as a visitor • industry to collaborate and achieve this visitor destination destination and to facilitate appropriate vision. Tourism Vision 2020 recognises the tourism development. • Encouraging and facilitating the sustainable value of the whole visitor economy — that growth of the tourism industry in the Territory • The travel industry, to influence and is, all visitors who come to the Territory for coordinate partnerships that facilitate leisure, business events, corporate travel, Advising the Minister on all matters relating • distribution of the Territory’s tourism product to visit friends and relatives and other to tourism in the Territory. through wholesalers and purposes — to the tourism sector. We are Tourism NT operates as a division of the retail agents. charged with leading delivery of this vision; Department of Tourism and Culture. We are and, as a marketing agency rather than The Northern Territory Government, through governed by a Board of Commissioners who • a regulatory body, we have the particular the Minister for Tourism report to and advise the Minister for Tourism responsibility of growing the holiday and and Culture, by providing policy and and Culture. business events markets. other advice.
• The Board of Commissioners, on strategic issues facing the Northern Territory’s tourism industry. • Regional Tourism Organisations – Tourism Top End and Tourism Central Australia – to create opportunities for their members, and ensure consistent branding and messaging that attracts visitors to ‘Do the NT’.
Back to Contents page Tourism NT Annual Report 2016-17 15 Our 02 organisation Organisational Chart As at 30 June 2017
Guiding our strategic direction and objectives are the Minister for Tourism and Culture, the Hon. Lauren Moss MLA, and the Board of Commissioners chaired by Michael Bridge. The Chief Executive Officer is responsible for implementing the strategic direction set by the Board and managing our day-to-day operational, administrative and marketing functions. Tourism NT comprises three key operational areas as detailed in the organisational chart below.
MINISTER FOR TOURISM BOARD OF Hon Lauren Moss MLA COMMISSIONERS
CHIEF EXECUTIVE OFFICER Alastair Shields
EXECUTIVE DIRECTOR Angela Collard NT Convention Bureau
MARKETING DESTINATION DEVELOPMENT CENTRAL AUSTRALIA General Manager General Manager General Manager Jo Smallacombe Valerie Smith John Di Maria
Destination Development Destination Development Marketing Solutions - Top End - Central Angus McLean Tony Clementson Stuart Ord
Domestic Operations Strategic Research Suzanne Morgan Kirstin Hannan
International Operations Investment Attraction Robert Crack Daryl Hudson
16 Tourism NT Annual Report 2016-17 Back to Contents page Our Leadership Team As at 30 June 2017
CHIEF EXECUTIVE EXECUTIVE A/ GENERAL MANAGER OFFICER DIRECTOR MARKETING
Alastair Shields Angela Collard Jo Smallacombe Alastair was appointed Chief Executive Angela was appointed Executive Director Jo has extensive experience in marketing Officer of the Department of Tourism and of the tourism division of the Department of and communications across a number of Culture in September 2016. Prior to that Tourism and Culture in September 2016. industries within government and private Alastair was Chief Executive Officer of the Angela provided strong guidance and strategic sectors, both locally and internationally. Jo led Department of Land Resource Management leadership for the division and was integral in the whole-of-government marketing function from March 2015, and he acted as Chief overseeing the transition of Tourism NT into for the NT Government from 2014 to 2016 Executive Officer of the Department of the Department of Tourism and Culture. before joining Tourism NT for six months as Business during 2014. Territory born and raised, Angela has over Acting General Manager Marketing in Alastair was born and educated in Darwin 30 years’ experience in within the NT public January 2017. and has more than 35 years of public sector sector, predominantly in tourism, and holds a experience in the Northern Territory, most Master of Business Administration (Executive) of it at the Northern Territory Department from RMIT. of the Attorney General and Justice and its predecessors. He has substantial experience in the negotiation of agreements, including Indigenous Land Use Agreements, and agreements concerning Aboriginal land under the Commonwealth Aboriginal Land Rights (Northern Territory) Act, and the Native Title Act. He was part of the negotiating team that established a number of joint management arrangements for Northern Territory Parks. Alastair has also been involved in commercial negotiations for major projects in the Northern Territory, such as the North East Gas Interconnector (NEGI) Project, long term lease of the East Arm Port, the AustralAsia Railway, Darwin City Waterfront and the GENERAL MANAGER GENERAL MANAGER Marine Supply Base. He has qualifications DESTINATION DEVELOPMENT CENTRAL AUSTRALIA in Law and Accounting, and a Masters Public Administration. He is the Chair of the AustralAsia Railway Corporation. Valerie Smith John Di Maria Valerie has nearly 20 years’ experience John started out in hospitality before within Tourism NT. She has held a variety progressing to Qantas management in Central of roles, including Ministerial Advisor, and Australia. John has worked in a range of with her strong background in evidence- leadership roles across Tourism NT for more based strategic planning, has led strategic than 18 years including as General Manager development and research teams and of Territory Discoveries from 2010 to 2014. championed tourism priorities. Valerie has also As the General Manager for Central Australia been an independent consultant with a focus he maintains a close relationship with industry on strategic market research and insights through partnerships with the regional and is a member of the Australian Institute of tourism organisations and specialist Company Directors. destination development.
Back to Contents page Tourism NT Annual Report 2016-17 17 SECTION03 Our Performance
19 Grow Value
34 Address Supply Constraints
36 Improve the Visitor Experience
40 Improve Business Sustainability
42 Operational Sustainability
18 Tourism NT Annual Report 2016-17 Back to Contents page Grow Value
These campaigns maintained the number of HIGHLIGHTS STRATEGY Australians open and intending to visit the NT Total visitors grew by 5 percent to 1.9 million Increase the desirability of the NT as a through the year, and achieved a significant travel destination, inspiring more people increase in unprompted awareness for the Total expenditure was $2.5 billion, up to visit, stay longer and spend more. NT measured over the period. Feedback 10 percent, as a result of increased spend collected from those who saw our ads across domestic and international visitation were that they were believable, told them BRAND CAMPAIGNS something new about the NT and peaked Domestic and international holiday visitors their interest in the NT. When a partner was We continued creating awareness in the saw growth of 5.7 percent included, the advertising also delivered the Australian domestic market of the ‘Do message of ‘makes me want to go to the the NT’ brand, building on significance Exceeded our business events bids target. NT now’. groundwork laid in previous years. With a focus on our core target market of Some key campaigns were: those aged 50 - 64 years, we promoted Phase 9 of ‘It’s About Time…Do the NT’, travel to the NT through bursts of which created a sense of urgency, advising This year we achieved an overnight visitor activity in September, February and May consumers that ‘It’s About Time’ they booked expenditure of $2.5 billion, which exceeds across broadcast media, digital content a holiday to the Territory using humour the growth target set in our 2020 vision; but, partnerships, outdoor advertising and and irreverence. This campaign included to continue to achieve and exceed year- online advertising. The campaigns used the new ‘Stop Guessing, Start Doing’ on-year targets there is still work to do. We the existing ‘Do the NT’ messaging but television commercial and incorporated a are constantly monitoring and improving also highlighted that there is more to do in trade partner sale fare to drive conversion. our approach to employ innovative market the Northern Territory than you think with The campaign was recognised at the 2017 growth strategies that effectively increase the “Stop Guessing, Start Doing” tagline Australian Tourism Exchange in Sydney, visitor numbers, attract visitors that stay and new creative. Trade partners for the winning ‘Destination Campaign of the Year’ longer and spend more, encourage repeat campaign included Qantas, Flight Centre at the Expedia Media Solutions 2017 APAC visitation, encourage regional dispersal and and Wotif, who provided incentives to Partner Awards. Leveraging the exposure, address seasonality. travel now with Red Centre and Top End the advertising was expanded online and travel packages. outdoors across the country in June. Our Summer Well Spent campaign, which promoted travel to the Territory over the December to January period showcased what’s on offer in the Territory over the traditional east coast summer holiday season. Aimed at young families, the campaign was supported by travel deals from hotels.com and Webjet to encourage them to make the most of the low season specials.
Back to Contents page Tourism NT Annual Report 2016-17 19 Our Grow Value 03 Performance
COOPERATIVE MARKETING were highly tactical and targeted, drove impactful activations to evoke the Territory’s CAMPAIGNS conversion, increased people’s desire to visit uniqueness and colourful nature (see case the Northern Territory and have enabled us study on page 21). We work with cooperative partners to build our own consumer databases for domestically and internationally to encourage Some of these key events included: future promotion. consumers to book their travel and visit Australian Tourism Exchange (ATE), the NT. Our cooperative partners this Internationally, in addition to an “always-on” • Australia’s largest annual travel and tourism year included Silk Air/ Singapore Airlines, approach to consumer campaigns business-to-business event, which hosted Philippine Airlines, Jetstar Asia, Indonesia via global programmatic and TripAdvisor, 31 NT tourism businesses. Air Asia, Malaysia Airlines, Jetstar Airways, we executed 55 cooperative campaigns Virgin Airlines, Flight Centre, Expedia/Wotif in Western markets and 34 cooperative • NT Muster, the annual domestic trade Group, AAT Kings, Territory Discoveries, campaigns in Eastern markets. We worked roadshow, held in Sydney, Melbourne and Webjet, Apollo and Thrifty/ Hertz. with 50 key distribution partners including Brisbane that showcased NT products, Qantas Vacations, Expedia, Priceline, Flight experiences and destinations to hundreds Our campaigns during 2016-17 were Centre, TUI, Virtuoso, CTrip and Singapore of key online, retail and wholesale travel increasingly concentrated on times of Airlines on these campaigns, which resulted agents. the year where people ‘look and book’. in 8.6 percent growth in international holiday Domestically we worked with 17 partners Backpack the Outback Roadshow visited travellers to the NT and an increase of 9.9 • to produce 32 cooperative campaigns that Sydney, Byron Bay, Melbourne and Cairns. percent international visitor nights. ran throughout the year and delivered year The roadshow, which is an excellent platform on year growth. The final quarter campaign, for NT tourism operators in the backpacker/ which ran from 30 May to 15 July, achieved PUTTING THE PRODUCT FIRST youth adventure sector to promote their 18 percent growth in passengers and 23 We worked side-by-side with industry to product to travel agent hubs on the East percent growth in room nights. promote the Territory as the destination of Coast. Nine NT operators participated in the choice. Consumers and travel trade were roadshow with approximately 200 agents Designed to leverage awareness generated directly connected with NT product at both attending the events. through the broader NT brand campaigns consumer and travel trade events using in market, these (largely) digital activities
Tourism operators at the Brisbane 4x4 Outdoors, Fishing and Boating Expo
20 Tourism NT Annual Report 2016-17 Back to Contents page Case Study adventures, combined with special sale The Virgin sale fares were also fares from Brisbane to Darwin. They promoted at the Brisbane 4x4 Brisbane Airport takeover with used the cheeky tone of the NT brand Outdoors, Fishing and Boating Expo Virgin Australia to reflect travellers’ journey from check where sixteen operators took the Partnering with Virgin Australia, we in to boarding the aircraft. opportunity to promote the destination staged a major takeover of Brisbane and their own products to potential They invited the traveller to park Airport from 20 March to 15 May 2017. visitors. Our creative use of live themselves on an infinity pool at Humorous advertising was placed in entertainment, NT-inspired food Gunlom, rather than at the airport the Virgin Australia domestic terminal samples, Aboriginal art workshops carpark; or to imagine they were at the airport, and in 21 prime outdoor and animal handling displays, the NT walking through the escarpment placements across Brisbane. won Best Outdoor Stand of the show, landscape of Ubirr, while walking successfully complementing The placements featured stunning through an aerobridge. the Brisbane takeover. images of Top End landscapes and
Advertising placements in Brisbane Airport
Back to Contents page Tourism NT Annual Report 2016-17 21 Our Grow Value 03 Performance
‘Do it the Hayden Case Study Way’ advertising in drive publications Do it the Hayden Way This year, we worked with Matt Hayden, former Australian test cricketer, to create content for our annual drive market campaign. Matt Hayden and his family were filmed as they toured the NT from Uluru to Darwin, via Kakadu, to create a series of videos and library of images and articles to inspire Australian families to visit the Territory for their next drive holiday. An integrated media buy, including editorial and advertising, provided the context for the ‘Do it the Hayden Way’ message used across print, digital, social and programmatic platforms. We provided information to show our target market of 30-49 years with children how they could create lasting memories on an NT holiday. The important 55+ active seniors market was not forgotten, as they were Matt Hayden targeted with 20 percent of media and his family buy including specialised print to help rugged up to view them join the dots on planning their Uluru at sunrise - Territory drive adventure. Uluru-Kata Tjuta The drive pages on northernterritory. National Park com were refreshed and additional campaign landing pages created to showcase the rich content, articles and videos of the Hayden Way. Over the campaign period of February to June 2017, the landing page received 82,120 visits from potential NT visitors and was the second most popular page after the home page. The media buy achieved 18.8 million impressions and generated 154,000 clicks. Almost 2,500 itineraries were downloaded from our website, illustrating that we successfully engaged travellers and helped them plan their journey to the NT.
22 Tourism NT Annual Report 2016-17 Back to Contents page CREATING NT ADVOCATES • As part of Virtuoso’s Travel Week Australia, • Capitalise on the sponsor networks through we supported a famil for agents from the USA direct engagement to drive bookings and We brought trade to the Territory on and Canada to experience the Red Centre. visitation to the NT. familiarisations (famils) to experience the NT and our product first hand. Some key • After attending the Australian Tourism • Identify business event opportunities and famils included: Exchange event in Sydney, we invited six leads through third party communities. agents from Italy to participate in a famil in 43 domestic travel agents visited Darwin to Leverage the sponsor’s visibility to create • the Top End, visiting attractions in Katherine, • meet with NT tourism industry at the NT Round advocacy and ‘talkability’ for the NT in the Litchfield and Kakadu National Parks. Up workshops, with a pre-famil of the Top End. form of traditional press activity, social media Five buyers from Japan participated in campaigns, or through sponsors own trusted Following the Backpack the Outback • • a famil of the Top End, visiting Darwin and events, activations and related activity. Roadshow, we hosted post-famils in the Kakadu to meet industry and experience Top End and Red Centre for 30 agents We have a continued sponsorship the diverse tourism products on offer. who attended the events. agreement with the Melbourne Football Club to promote the Territory through branding Inbound NT saw 45 inbound tour operators • BRAND SPONSORSHIPS on the club’s website, media backdrops and visit Darwin to meet with NT tourism operators We revised our sponsorships approach logo exposure (see case study on page 23). on 19 September 2016. Following the event, we this year to elicit the best value for both hosted three post-famils around the Top End. Additionally, this year we partnered with the corporate business events sector and Flow Mountain Bike to produce a multi-part Corroboree Asia brought 26 buyers from the leisure market. All our sponsorships are • video and editorial series, ‘Ride the Red Greater China to the NT to gain firsthand guided by the objectives to: Centre’. The marketing activity supported experience and knowledge of NT tourism Increase awareness of the NT as a holiday the wider strategy to position and market the products across two famils focusing on the • and/ or business events destination. NT as Australia’s adventure riding mecca Top End and Centre. as outlined in the Master Plan for Mountain Biking in the Northern Territory.
Case Study
Melbourne Football Club The Melbourne Football Club MFC • Digital advertising on the MFC provides a platform to promote holidays official website and business events in the NT to their Opportunities to communicate with the high end membership of nearly 40,000 • MFC business communities and fan people. Through this sponsorship network to promote various business we received: events and consumer campaigns Brand exposure, association and • Social media takeover in the lead-up recognition such as Territory branding • and during games to integrate NT on the MFC website, media backdrop messaging, reaching the MFC’s more and logo exposure than 130,000 Facebook fans. Activation of MFC’s premiere match day • Now in its fourth year of partnership events (Chairman’s Club), with NT activity, MFC fans are comfortable with branded content, attended by nearly the association between the NT and the 200 VIP members club. The key messaging in this year’s • Digital promotion of Territory travel campaign was for Melbourne Football packages to encourage fans to travel to fans to ‘Come and Play in Australia’s the NT around Melbourne Demons Midfield’. Creative material highlighted matches in Darwin and Alice Springs, the multitude of activities that are providing a strong economic boost to available in the NT through vibrant, key regions active images and video featuring the target market. • Dual branded digital vignettes using MFC players as hero talent and content The ‘Come and Play in Australia’s focussing on the quirkiness of the NT with Midfield’ campaign included AFL travel the tagline ‘Come and play in Australia’s packages to Alice Springs and Darwin Midfield’. These were pushed out from with the objective of selling MFC hosted our social media account MFC trips to the game and giving their connections through Facebook, with a members a tangible idea of price and direct ‘Book Now’ call-to-action to relevant product. This year, the sponsorship destination content and Intrepid packages generated a total of 105 tracked travel packages sold around MFC games Databases generated through ‘win a trip • played in both Alice Springs and Darwin. to the NT’ promotions, to promote Based on average expenditure patterns additional Territory travel content to this would have generated an estimated An example of the image post interested consumers $147, 000 in visitor spend in the Territory. used during the ‘Come and Play in Australia’s Midfield’ campaign.
Back to Contents page Tourism NT Annual Report 2016-17 23 Our Grow Value 03 Performance
GETTING NT MESSAGES OUT • Supporting activity for our Million Dollar Fish competition included an ongoing Public relations activity included media media press office, broadcast and familiarisations, campaign amplification print media familiarisations, and and an ongoing media press office. These ambassadorships with cricket legend activities increased awareness of the NT Matthew Hayden and famous fisho and heightened advocacy for the destination and TV personality, Al McGlashan. among media and consumers alike. Highlights included: • Complementary activity for the inaugural Parrtjima – A Festival in Light event in A robust military heritage campaign, that • Alice Springs. This included securing showcased the best of the Territory’s Today Show co-host Lisa Wilkinson, a history-related experiences, leveraging former Tourism NT ambassador, as host, a new product launch and the 75th and assisting with a group media famil. anniversary of the Bombing of Darwin. This included engaging historical writer Peter • Working with HelloWorld, we negotiated FitzSimons as an ambassador, which led a broadcast opportunity for the Red to five national interviews with the likes of Centre with Weekend Today, where the the Today Show and The Huffington Post; crew visited Uluru and Kings Canyon, achieving a reach of 6.7 million. It also saw encouraging regional dispersal. us mark the opening of the Royal Flying Highlighting the NT’s growing foodie Doctor Service Darwin Tourism Facility via • offering, famils with TV show My Market seven national weather crosses with leading Kitchen and Delicious magazine covered breakfast news program, Sunrise. both the Top End and Red Centre products and experiences. • In partnership with InStyle China, Darwin starred as the backdrop on a major fashion shoot that included a double cover featuring Taiwanese actor, Chang Chen. The special Northern-Territory addition also included a Top End fashion spread with Australian Victoria’s Secret Model, Shanina Sheik. • In collaboration with Tourism Australia, the NT’s Top End featured in two episodes of UK television series ’48 Hours in Wild Australia with Ray Mears’. Ray Mears is recognised throughout the world as an authority on bushcraft and survival. The first series aired in May 2016 with an average of 3 million viewers per week.
My Market Kitchen InStyle magazine cover
24 Tourism NT Annual Report 2016-17 Back to Contents page STRATEGY Kings, THL and Sealink, also being present and travel agents of key wholesalers, direct within the Australian stand. Our CEO, sellers and Aussie Specialist retail travel Work with Tourism Australia and Alastair Shields, also attended ITB 2017 and agencies, as well as travel trade media gateway destinations to maximise conducted a range of strategic meetings representatives. our investment in identified priority with key trade and airline partners. international markets, with a focus on The attendance and quality of the participants growing the NT’s share of high growth Following ITB 2017, we conducted a three was excellent. Subsequently, the majority Eastern markets. day roadshow with workshops held in of participating operators said that the Zürich, Stuttgart and Munich in conjunction 2017 Central Europe Mission was the most with nine industry partners. Attendees of the successful NT operator mission yet. workshops consisted of product managers MARKET: CENTRAL EUROPE NT OPERATOR ROADSHOW To maximise the NT Government’s continued investment to attract European visitors we incentivised operator participation in an NT European Mission 2017 ensuring they could promote their products to travel trade first hand. Twelve NT product representatives attended the world’s largest travel trade fair, Internationale Tourismus-Börse Berlin (ITB) 2017 — Intrepid, Wayoutback, Outback Ballooning, SEIT, Outback Tour Services, Kakadu Tourism, Kakadu Cultural Tours, Kakadu and Uluru (Parks Australia), Voyages Indigenous Tourism Australia, the Royal Flying Doctor Service, Uluru Camel Tours and Venture North. This was further supplemented by the presence of other Alastair Shields - CEO Department of Tourism and Culture, Tourism NT representatives and major NT tourism suppliers, including AAT NT operators and the Outback Pub/ Australia Stand, ITB, Berlin
MARKET: GLOBAL WORKING HOLIDAY MAKER VIDEOS AND WEB PAGES We undertook a search for backpackers on their first or second year working holiday visa (and who had fallen in love with the Northern Territory) to feature in promotional videos designed to encourage more international visitors to take a working holiday in the NT. Candidates sent a short introduction video stating their name, country of residence, type of working holiday visa (first or second year), place of work and why they love the Territory. Entries were assessed, film shot in Alice Springs, Darwin and Uluru-Kata Tjuta National Park and the finalists featured in a series of video vignettes in one-on-one interview style. The videos depict social interactions between backpackers, nightlife hotspots, activities such as swimming in waterholes, enjoying open fires, camping, touring, and self-drive adventures. The videos are promoted through programmatic media, key distribution partner channels and are also featured on a dedicated webpage targeting prospective working holiday makers in the UK, Canada, Germany, Italy, France and Asia (Taiwan/ South Korea/ Hong Kong).
northernterritory.com/plan/working-holidays
Back to Contents page Tourism NT Annual Report 2016-17 25 Our Grow Value 03 Performance
MARKET: GLOBAL more value for money and make NT AUSTRALIA GLOBAL adding the NT to an Australian itinerary AIRPASSES affordable, convenient and flexible - provided they purchase their Airpass A special airfare product was launched before they depart from their country in 2016, that allows international visitors of origin. Since launching the Airpass to book multiple flights within Australia option we have seen our second and at discounted rates not available to third consecutive quarters of international German version of the new NT Australia Australian residents. NT Australia visitor growth. Airpass - Flugpass Optionen Airpasses offer international travellers
MARKET: GLOBAL TRIPADVISOR PARTNERSHIP – ADD ON THE NT Working with key global distribution partner TripAdvisor, we reinforced the message that the Northern Territory is an easily accessible international destination. We focused on the message that flying direct to Darwin offers the shortest flying time to Australia from Europe, barrier busting the negative perceptions about time and distance. We promoted flights to the Red Centre via another east coast gateway with the ‘Add on the NT’ message. The partnership ran from September 2016 until June 2017. We used iconic NT imagery in campaign creative to inspire people to ‘add on the NT’ to an Australian or South East Asian holiday aimed at customers researching or actively booking elements of their overseas holiday. The partnership included a mix of digital media throughout TripAdvisor sites globally; this included static banner ads, hero landing page sponsorship, dynamic ads, sponsorship of the Northern Territory TripAdvisor marketing destination pages and education workshops for industry. We also utilised our own digital and social channels. Due to the ongoing success of the TripAdvisor partnership, this approach will remain a cornerstone of our global activity in 2017-18. We will continue to leverage the global positioning, ‘Your Australian story is not complete until you’ve done the NT’, and promote NT Australia Airpasses to encourage more international visitors to ‘Add On The NT’ to their Australian or South East Asian holiday.
26 Tourism NT Annual Report 2016-17 Back to Contents page MARKET: SINGAPORE Case Study #JETSTAR2DARWIN In June-July 2016 a collaborative digital, China Market social media and out-of-home campaign We continued our focus on the with Jetstar Asia was launched. The emerging market, Greater China #Jetstar2Darwin Jumping Crocodile (China, Taiwan and Hong Kong), Campaign encouraged Singaporeans to with efforts delivering very strong ‘Discover Darwin’ through sale airfares. A results. Visitation by this important competition was run at Dhoby Ghaut MRT market was up 49 percent year on Station where people could engage with the year, to 18,000. jumping croc installation and floor decal and then upload photos to social media platform Our most successful Chinese trade Instagram to win flights to Darwin. campaign to date ran from November 2016 to April 2017 with partners Over the four week campaign 875 seats to Tourism Australia and China’s leading Darwin were booked, representing 181 percent online travel agent, Ctrip. The digital growth when compared to the same period ‘always on’ activity targeted self-drive in 2015. Further, these 875 seats grew holiday travellers via: popular radio DJs, visitation to the NT from the Singapore Market by private car owners’ clubs, Sina Weibo approximately 42 percent year on year. and WeChat social media, information content aggregation platform Toutiao, online video platform iQiyi and Zhejiang radio station FM107. Over 1300 bookings were made following the campaign activity. The Northern Territory was awarded ‘The Best International Potential Destination 2016’ in the ‘Top Spots’ category of the China Travellers’ Forum, held annually in conjunction with Ctrip. Votes for the ‘Top Spots’ category were cast by over seven million consumers via Ctrip, Qunar and eLong platforms over three months and is testament to the progress made in growing awareness Ctrip website landing page of the Northern Territory in the Greater China market. Jumping croc installation and floor decal at Dhoby Ghaut MRT Station
MARKET: NORTH AMERICA leads. The campaign delivered 42 million YOU HAVEN’T BEEN DOWNUNDER media impressions across content articles, TILL YOU’VE BEEN OUTBACK brand videos and banner displays and contributed to a 10 percent growth in visitor We launched a campaign with the tagline numbers from the US. Downunder Outback marketing ‘You Haven’t Been Downunder Till You’ve Been Outback’ to attract more visitors from the US market. Research indicated that while numbers of North American travellers to Australia were increasing, they were not considering visiting the Northern Territory. The campaign was targeted potential visitors in the consideration and planning phase of their holiday and increase bookings to the NT. The central message was that no trip to Australia is complete without a visit to the Northern Territory. Media was selected based on ability to achieve visibility and conversion, and included video and programmatic targeting techniques. Tactical partnerships were developed with travel wholesalers, airline partners and online travel agents to capture
Back to Contents page Tourism NT Annual Report 2016-17 27 Our Grow Value 03 Performance
MARKET: UNITED KINGDOM OCEANS TO OUTBACK We continued to work with the South Australian Tourism Commission (SATC) on a number of key marketing initiatives in European markets. Joint campaign and media initiatives included the ‘Oceans to Outback’ campaign in partnership with Singapore Airlines and Trailfinders, which aimed to position the Northern Territory’s experiences as complementary to those in South Australia and highlight our domestic connectivity via air, rail and self-drive options. National Geographic Traveller explored the culture, wildlife, heritage, landscapes and food that render both South Australia and the Successful business tourism bids Northern Territory unique among Australian 100 destinations. The print and digital campaign 84 included a 36-page, full colour print 77 supplement with digital and iPad versions, 80 70 69 and online content hub featuring bespoke 62 65 editorial. An external digital media buy drove 60 52 51 online traffic to the National Geographic hub. The ‘Oceans to Outback’ campaign resulted 40 in an increase in bookings and a good uptake of packages from our trade partners for travel to the NT. 20
INTERNATIONAL BUSINESS EVENTS 0 2009-102010-112011-12 2012-132013-142014-152015-162016-17 Our focus on growing international business events is to target key markets in our region and leverage key partnerships, including Business Events Australia, to provide STRATEGY information on our competitive business MARKET PRIORITISATION events offering. Grow the visitor economy by In late 2016 a strategic research piece focusing on niche market and was commissioned to develop and identify We participated in the Business Events product segments with the greatest market prioritisation and distribution Australia Greater China Showcase in propensity to travel. opportunities for business events in the Chengdu in April where we connected with Northern Territory. The research resulted in over 70 corporate planners and incentive a strategic realignment of focus industries agents to encourage consideration of the and highlighted potential new vertical Northern Territory for their business events. BUSINESS EVENTS partnerships from which new audiences We continued the momentum with this target During 2016-17 the NT Convention Bureau could be attracted. As a consequence audience by welcoming eight corporate generated 182 business event leads. the following key areas are now being planners from China to Darwin in May. Over The NT business events industry hosted focussed on: three days, we delivered a unique incentive 842 events and welcomed over 12,743 program that could be replicated by the Resources and energies such as renewable delegates who contributed a delegate • planners when bringing their incentives back and solar spend of $35.18 million. to Darwin and included key infrastructure Defence including supply services appropriate for the quality and calibre of the • intended audience. We also partnered with • International education Business Events Australia to exhibit at the Agribusiness comprising agriculture, Pacific Area Incentives and Conferences • aquaculture and horticulture Expo in New Zealand in November 2016 and connected with over 25 planners to highlight • Health encompassing rural and remote, the benefits of hosting business events in the trauma, emergency, disaster response and Northern Territory. critical care, indigenous and tropical disease • Land management covering bio-security, water and desert knowledge.
2 Number of events listed in NTCB customer relationship management system, ; not an exhaustive list of business events hosted in the Territory.
28 Tourism NT Annual Report 2016-17 Back to Contents page MARKET PLACEMENT - THINK CRUISE CONTINUES TO DELIVER TEACHING THE TEACHERS UNCONVENTIONALLY The 2016-17 cruise ship season was the (EDUCATION) The relatively new NT business events brand busiest ever for the NT, with a total of 47 We continued to implement our Australian ‘Think Unconventionally’ participated at the cruise ship visits and 62,159 passengers. School Education Tourism Activation Plan, annual Asia-Pacific Incentives and Meetings targeting domestic secondary schools to In February, Darwin welcomed the largest Expo (AIME) in 2017 via a partnership with take excursions in the Territory that deliver cruise ship to ever sail Australian waters – key stakeholders – Darwin Convention educational outcomes aligned to the the ‘Ovation of the Seas’. This created a major Centre, Alice Springs Convention Centre Australian national curriculum. In addition boom for the local tourism and retail and Voyages Uluru Meeting Place. Three to hosting a targeted education famil to the community, with 3,996 passengers and additional stakeholders also participated to Top End, we partnered with key education 1,500 crew members recorded. We worked test the demand for products and services tour distribution partners to promote the NT with a number of stakeholders to maximise beyond the key business event infrastructure and continued to offer travel grants of up to the returns from the visit, including in the NT. Based on this trial and in $1000 per school to attract more schools to coordinating public relations activity, and consultation with industry, a decision has stay longer and experience more products. capturing footage and images from the day been made to present at AIME 2018 as the $50,904 was awarded to 47 schools through to be used globally to promote Darwin as key in-market activity for the NT business this program. For a full list of schools support Australia’s northern gateway port to attract events sector. see Appendix 1 on page 59. From these future cruise ship visitation. The ‘Ovation of grants we were able to collect information Additionally, the coming year will see a the Seas’ is scheduled to return to Darwin in about the cost of each school excursion, reallocation of budget from the costly 2018 and 2019. where they travel to and for how long, which Walkabout roadshow, towards a new, showed there was a 9 percent increase in in-destination familiarisation program MOUNTAIN BIKING (MTB) the numbers of school students visiting the designed to increase awareness and We continued to work across the Department Northern Territory. Furthermore, an estimated interest about the NT, and position it as a of Tourism and Culture to further develop the $12.6 million was spent with dedicated destination of choice to host business high priority mountain biking experiences educational tour operators visiting the events. This shift aims to deliver a higher identified in the Master Plan for Mountain NT, of which 48 percent is considered ‘on return on investment for participating Biking in the NT utilising a $1.13 million tour spend’. industry partners and for the Territory. budget appropriation. This has included We wrapped another interstate bus with To continue to deliver meaningful and easily the commencement of an investigation for a banner ad promoting NT Learning accessible information for business events, a full day/ multi-day epic ride in the West Adventures, with the bus sighted in and this year we: MacDonnell Ranges sites of interest such around the NT, and throughout the Victorian as Standley Chasm, Ellery Creek Big Hole, Refreshed the ntconventions.com website high country. • Ormiston Gorge and Glen Helen Resort, and to make it more simple for event planners include overnight cabin type accommodation. We continued to work with Study NT to to contact us and connect with industry promote the Territory to the international partners Progress was made on upgrades to the education sector. We participated in the Telegraph Station MTB network and Launched a dedicated extranet, linked International Consultants for Education and • development of Eastside trails in Alice to the NT Convention Bureau CRM, for Fairs (ICEF) conference in Cairns in April, Springs. Other areas under consideration industry, which incorporates an online where agents from all over the globe come include the development of trails to and bidding platform, requests for familiarisation to look at what study options and study tour within Litchfield and Nitmiluk National programs, site inspections and public destinations are on offer in Australia. Study Parks, within the Darwin urban area, and relations activity. NT hosted a small group of international surrounding Tennant Creek. education agents in the Top End prior to ICEF. Darwin was well received as a leisure and potential study destination by a small group of international education agents that Study NT hosted in the Top End prior to ICEF. We provided information packs for the agents with itineraries showcasing some of the culture, outdoor activities, history and education providers that Darwin has to offer. We also participated in a networking event at which one-on-one operator meetings with the agents were facilitated.
NT Convention Bureau team in action at AIME 2017.
Back to Contents page Tourism NT Annual Report 2016-17 29 Our Grow Value 03 Performance
FISHING Million Dollar Fish campaign saw some fantastic results from season 2 with over 45,000 people registering and an earned media reach of over 100 million. It was featured at Tourism Australia’s launch of their ‘Best of Fishing’ experience initiative at the Australian Tourism Exchange in May, where the NT was positioned as Australia’s barramundi mecca. The NT has five operators included in the Best of Fishing initiative which has been well received, particularly in the United States, with Tourism Australia hosting two US fishing agents to the NT earlier in the year. This initiative will grow new international markets through specialist fishing tourism partners that had not previously sold Australia.
HIGH END TRAVELLERS Birdwatchers at Fogg Dam We participated in Luxperience, an Conservation Reserve international luxury trade show in Sydney, BIRDING where we represented wilderness lodges and small group tourism operators to We attended the largest bird fair in the world, luxury specialist travel providers from key UK Bird Fair, in August 2016, taking three international markets. The event saw more local birding specialist tour operators to than 1,100 visitors through the doors, giving promote NT birding experiences to this key more than 450 buyers from Australia and international market. global markets the opportunity to build new Bird Week events were held in the shoulder connections with our NT providers. Thirteen season in the Red Centre and Kakadu international agents were hosted on pre National Park to coincide with the best and post-event famils to the Top End and birding season. We arranged a six-page Red Centre. editorial in the Australian Geographic magazine along with a full page ad for the 2017 Kakadu Bird Week event. We released a first ever birding trails brochure for the Darwin region, for distribution through Tourism Top End, NT Parks and Wildlife and a variety of consumer trade shows. We also delivered a new birding website: northernterritory.com/birding
Darwin Birding brochure
30 Tourism NT Annual Report 2016-17 Back to Contents page STRATEGY Increase NT brand and product presence across digital channels, creating desire for the destination and connecting consumers with experiences they want to purchase in real time.
IMPROVING OUR CONSUMER WEBSITE Following the launch of the redesigned northernterritory.com in August 2016 we saw a 45 percent increase of unique page views and a 26 percent increase in time spend on page in the first half of 2017 year- on-year. We are now shifting our focus to the redevelopment of the website backend, content and information structure of the site. northernterritory.com version 2 Leveraging the user research performed earlier in the year, we will adress a series of user experience issues through Total number of Facebook fans year ending June improvements to the site such as: improved Market 2016-17 2015-16 2014-15 dropdown navigation menu, improved content page navigation, website load 3 speed, ability for non-technical people to Australia 239,038 224,687 189,663 edit website content and search engine optimisation. Ultimately the redevelopment Americas 20,658 19,437 17,729 of the site will help users navigate the site and drive more leads to local operators. China (Weibo) 82,128 41,301 39,908 The launch of the redeveloped site is scheduled for October 2017. France 33,297 33,608 30,540
Germany 43,554 35,694 30,910 CONNECTING WITH OUR AUDIENCE Italy 23,876 22,872 21,079 We reached more people and attracted more fans across our markets on Facebook, Japan 6,660 6,730 5,989 and continued to see exponential growth on Instagram and Twitter. UK 52,891 52,355 25,115 Our Mega Meet activity held in May saw 19 social media influencers travel throughout the Northern Territory posting images Twitter Instagram and content on Instagram; the reach from Social media following growth these high profile influencers saw our Number of Twitter followers Number of Instagram followers Instagram channel increase in followers and engagement throughout the rest of the year. 10,000 200,000 These channels continue to be relevant for 9,000 180,000 us to communicate with our fans, to integrate brand messaging to our fans and advocates, 8,000 160,000 and to provoke word of mouth through the reach of fan posts, like and shares. 7,000 140,000
6,000 120,000
5,000 100,000
4,000 80,000
3,000 60,000
2,000 40,000
3 The considerable change recorded in our Australian fans 1,000 20,000 between 2013-14 and 2014-15 was due to changes Facebook made across all business accounts in April/ May 2015. 0 2013-14 2014-15 2015-16 2016-17 0
Back to Contents page Tourism NT Annual Report 2016-17 31 Our Grow Value 03 Performance
STRATEGY Develop a long-term comprehensive strategic approach to major events, festivals and regional events that leverages the NT Brand, activates infrastructure, energises local communities and drives visitation and yield.
This year we implemented a highly targeted digital media campaign that promoted 32 Northern Territory events from March to June 2017. The campaign consisted of digital and search engine advertising, social media advertising, print advertising and a content partnership with Fairfax media. It led to over 800,000 views of the new video content and 215,000 people clicking through to northernterritory.com where they were provided with information about events selected specifically to suit them.
EVENTS MARKETING SPONSORSHIP PROGRAM Each year, we provide sponsorship funding to assist events held in the Territory with marketing interstate and/ or overseas. Events are evaluated on their ability to satisfy our strategic objectives against a set of benchmarks. In the 2016-17 intake we received 24 applications, exceeding the target of 20 applications, and we supported 17 events. For a full list of event marketing support see Appendix 1 (page 53).
Jetstar and Gourmet Traveller advertising
FUTURE FOCUS
• We will continue to build on the ‘Do • We will continue sponsorships with portfolio includes Melbourne Football the NT’ brand with various campaigns, select key sporting and consumer Club, MusicNT Awards 2018 and a capturing the NT’s sense of humour brands to leverage the awareness of partnership with Australian cricket and irreverence, to let consumers the ‘Do the NT’ brand. This stimulates legend, Matthew Hayden, for the Million know ‘It’s About Time’ they booked a the sale of travel to the NT and create Dollar Fish Season 3. holiday to the Territory. We will continue greater exposure of NT products and We will grow awareness of the the NT Convention Bureau’s ‘Think regions through advocacy and third • destination by coinciding public Unconventionally’ campaign, which party endorsement, digital campaigns relations opportunities with NT events; targets the business events markets direct to consumers, and through the for example hosting broadcast media and drives awareness, intent and identification of new Business Event and familiarisations during events. conversion of travel to the NT. leads. The 2017-18 sponsorship
32 Tourism NT Annual Report 2016-17 Back to Contents page Uluru base walk, Uluru-Kata Tjuta National Park
Back to Contents page Tourism NT Annual Report 2016-17 33 Our 03 Performance Address Supply Constraints
HIGHLIGHTS STRATEGY STRATEGY Opened the new Catalina premium Encourage a supply of commercial Support the growth of sustainable passenger lounge at Darwin International accommodation to both support and aviation services to the Territory. Airport, which will also assist to attract induce the growth in visitor demand. new international airline carriers that require business class and higher yielding passengers. AVIATION DEVELOPMENT ACCOMMODATION SUPPLY We continued working on business cases Developed a range of business cases and TOWARD 2020 TARGET and proposals for route development and to proposals to airlines that have contributed An estimated 9089 short-term expand services to the Territory, partnering to a growth in aviation capacity into the NT. accommodation rooms (in commercial with NT Airports where appropriate. establishments of 10 or more rooms) were Cooperative marketing activities with Silk Significantly advanced a new, potential available in the NT as at 30 June 2017, Air/ Singapore Airlines, Philippine Airlines, direct aviation link between Darwin and an additional 36 rooms compared to the Jetstar Asia, Indonesia Air Asia, Malaysia China through stronger engagement direct previous year. Darwin provides more than Airlines and Jetstar Airways supported this with airlines, in cooperation with partners. half (59 percent) of the Territory’s room work. Some highlights include: supply while Alice Springs makes up Meetings with airlines internationally and 13 percent. • in Sydney, with a priority being to secure a Since 2015 room supply has increased new direct aviation link between Darwin significantly in Darwin, impacting on the and China. Three trips to China and/ or average room rates and revenue per Hong Kong were undertaken in 2016-17 available room (RevPAR). For year ending to progress this link. June 2017 these were estimated at $144 Working with airline partners to increase air and $104 respectively. With room rates now • traffic to the NT; such as improving access at more competitive prices, demand has from Central Australia to the east coast grown 6.1 percent over the year, compared of Australia (responding to low capacity), to 2015-16. For Alice Springs, the average improving access from Darwin to Melbourne room rate remained relatively stable at (responding to high airfares and demand) around $117. and improving aviation links from Perth into the Territory (responding to imminent changes in the operating environment due to arrival of 787-9 aircraft and new route to London from March 2018). Northern Territory accommodation supply toward Tourism Vision 2020 target • Opened the new Catalina premium passenger Total NT rooms available (supply) lounge at Darwin International Airport, which created ten new, ongoing jobs, supports 12,000 existing international carriers servicing the Territory and will help attract new international 10,672 airline carriers that require business class and higher yielding passengers to have use of a 10,000 lounge on departure. 9,089 8,448 8,859 We continued to support Virgin Australia’s services in the Territory through cooperative 8,000 7,469 7,335 Towards marketing campaigns (see case study on 2020 page 21) and have worked with the Virgin Group on options to improve its network 6,000 and scheduling. Disappointingly Malaysia Airlines made a decision to cease its services to Darwin 4,000 during the year; the final flight departed Darwin in July 2017. It was a commercial decision, heavily influenced by the weakness 2,000 of the Malaysian Ringgit to the American Dollar in recent years, which increased the 2012-13 2013-14 2014-15 2015-16 2016-17 2020 target cost of aviation fuel for the company and made the Darwin service less profitable. While the number of seats sold on the service had seen growth, especially over 2016-17, the service was no longer covering variable costs internally. We worked with NT Airports and Tourism Australia to avoid the withdrawal, including offering a support package in early June linked to cooperative marketing opportunities.
34 Tourism NT Annual Report 2016-17 Back to Contents page STRATEGY CRUISE STRATEGY Ensure visitor needs for access We continued implementing the NT Cruise Deliver a viable and efficient are considered in transport Sector Activation Plan 2015-2020, which was workforce that meets industry planning, including for roads, public developed in consultation with stakeholders demand and supports a globally transport and cruise ship facilities. and focuses on attracting cruise ships, competitive and sustainable improving infrastructure and facilities, and tourism sector. experience development. The cruise sector has a current estimated value of $30.7 ROADS million annually, with major beneficiaries We continued to advocate road priorities as of passenger spending at the Darwin CBD We partnered with Tourism Australia on a effective access is critically important for and waterfront precincts as well as local $2.5 million global working holiday maker regional dispersal of tourists. We submitted tour operators. The sector is strategically campaign and, on behalf of NT employers, bids to improve access to key sites within important as it provides a boost to retailers at businesses and industry associations, Kakadu National Park including year-round an otherwise quiet time of the year. we continued to influence Australian access to Gunlom Falls and upgrades to the Government immigration policy Establishment of the $1.2 million covered Jim Jim Falls Road, in addition to sealing the as it relates to the tourism and hospitality walkway, from the cruise ship terminal to the road to Ellery Creek Big Hole in the West through numerous written and verbal waterfront precinct, has created a positive MacDonnell Ranges. submissions, and participation in summits sense of arrival and walkable option into and roundtables. We continued to work on projects already the waterfront precinct and connectivity underway such as sealing the northern to the CBD. A key focus for the year was the Territory’s access into Litchfield National Park, providing opposition to the introduction of the We supported the collaboration between 2WD access via the Litchfield Loop and ‘backpacker tax’, where we partnered with Darwin Waterfront and the City Traders the Alice Springs Flood Mitigation project industry to support tourism policy which Association, which saw a combination of including Sadadeen Connector Road. In May, supports growth in the NT. NT tourism activities the visitor experience for cruise ship the project to seal 43km of dirt road in the operators regularly engage working holiday passengers, such as welcome entertainment West MacDonnell Ranges was complete, makers as a key labour source and the and pop up markets. with two and four wheel drive vehicles now proposed tax increases were deemed having access to the Inner (Mereenie) Loop detrimental. We worked to address declines throughout the year. The opportunity for seen in the backpacker market through a tourism in the region, including self-drive and range of marketing initiatives domestically guided tours, is now significantly increased as and globally. Anecdotal reports from our the area was previously inaccessible in wet offices indicated that negative media season conditions. around the issue had already impacted on backpacker perceptions of Australia and Additionally, we consulted with local therefore visitation from working holiday government across the Territory to improve makers. A compromised ‘backpacker tax’ visitor signage along the Explorers Way, of 15 percent on the first $37,000 of income in line with new technological advances was reached and implemented from in wayfinding. 1 January 2017, and saw relief amongst the tourism industry as well as Territory farmers.
FUTURE FOCUS
We will continue to encourage Attracting high-yielding visitors Territory and promoting air-passes. We investment in new and existing tourism • by encouraging development of will also promote point-to-point travel product and experiences with a focus on: experience driven accommodation, from Asia to Darwin and continue to • Assisting proponents to invest in such as resort-style accommodation link marketing, promotions and trade tourism infrastructure that will increase in or adjacent to national parks, which relationships, and support air access the attractiveness of the Northern can assist in driving demand and aiding domestically. Territory as a destination for tourism; dispersal of visitors throughout the NT. We will continue to work closely with for example the Darwin luxury hotel We will continue to work on aviation Darwin Port to support cruise ship project, Darwin water park project and a route development, particularly attraction, and will also continue to new hotel development in Alice Springs attracting a direct service from China, advocate tourism-focussed road and • Working with Northern Territory which will be revolutionary for the infrastructure priorities across government stakeholders to identify tourism industry in the NT as it will government. government owned land and assets drive sustained economic development We will continue to work across with the potential for tourism across a diverse range of industries. government and with partners to development, and supporting their We will support the delivery of the NT influence Commonwealth immigration assessment and release to market Aviation Industry and Services Strategy and other policy as it relates to the • Collaborating with existing landowners including aviation route development, tourism and hospitality sector. and tourism business operators to growing interline agreements, identify opportunities for new investment, codeshare arrangements, negotiating refurbishment and expansion open-jaw airfares on routes to the
Back to Contents page Tourism NT Annual Report 2016-17 35 Our 03 Performance Improve the Visitor Experience
HIGHLIGHTS Delivered 26 free WiFi hotspots across the Territory, with over 230,000 consumers accessing the current WiFi services.
Funded 103 tourism infrastructure projects through the Tourism Infrastructure Development Fund Accelerator program and the Tourism Demand-Driver Infrastructure program.
Facilitated a new Bombing of Darwin Harbour experience at Stokes Hill Wharf leveraging consumer interest in the Territory’s military heritage.
Map showing free WiFi hotspot locations across the Territory
36 Tourism NT Annual Report 2016-17 Back to Contents page The Northern Territory currently offers 26 free WiFi hotspots from remote locations such as Kulgera, Kings Canyon, Mataranka and Tiwi Island, to key regions such as Alice Springs and Darwin.
STRATEGY DRIVE TOURISM RESEARCH GATEWAY INFRASTRUCTURE Ensure visitor services across A two phase research project was conducted We continued to improve and develop the Territory are provided in a wherein road users were invited to participate infrastructure at gateways across the coordinated manner reflective of in an online forum about the role of road Territory. Some examples include an current and emerging consumer signage on their trip and were surveyed immersive slideshow display installed in behaviour. about signage that was important and that we the international arrivals tunnel at Darwin should focus on. Participants in this research International Airport, and a new wall were all visitors to the Northern Territory who mural highlighting Tennant Creek and the had used the free NT WiFi. The data that was Barkly region at Tennant Creek Airport to FREE WIFI HOTSPOTS collected from their initial login was used to encourage regional dispersal. FOR VISITORS email road users and invite them to apply to We continued the Kinect Project, with the As the social media landscape continues to be involved in the survey. ‘Jumping Croc’ at Darwin Airport delivering grow, so does consumers’ desire to access nearly 250,000 interactions and shareable free WiFi throughout their journey. The photos. Two additional jumping animals are Northern Territory currently offers 26 free currently being scoped including a ‘Jumping WiFi hotspots from remote locations such Barra’ in the theme of Million Dollar Fish, as Kulgera, Kings Canyon, Mataranka and and a ‘Jumping Roo’ to be installed at the Tiwi Island, to key regions such as Alice Alice Springs Airport. Springs and Darwin. In 2016-17 we had over 230,000 consumers access the free WiFi spending on average 26 minutes per login. The Northern Territory Government has continued to support the ongoing costs of the free WiFi, contributing $300,000 this year to the initiative.
Tennant Creek Airport Signage
Back to Contents page Tourism NT Annual Report 2016-17 37 Our Improve the Visitor Experience 03 Performance
We secured $675,000 under the Australian STRATEGY Government’s Tourism Demand-Driver Build the experience base of Infrastructure Program in 2016-17 for our destination to meet visitor projects that provide broad supply-side expectations and drive growth. benefits in the NT. Nine projects were supported this year and included: • Building two large exotic cat pens at INFRASTRUCTURE DEVELOPMENT Crocodylus Park in Darwin. Ninety-four projects were supported through • Designing and constructing an open air the Tourism Infrastructure Development Fund shelter at Mercure Alice Springs Resort. Accelerator program, with a total project value Establishing a permanent base for Flash of over $15 million. All projects are outlined in • Camp’s operations in the Territory. Appendix 1 (page 54), some of which included: • $100,000 to Katherine Outback Experience WATERPARK FOR DARWIN to build a new outdoor amenities block We undertook an initial feasibility project and kitchen. into a new major waterpark development • $100,000 to Big 4 MacDonnell Range in Darwin of sufficient size and scale to for a new cultural, entertainment and attract visitors to the destination. Key activities centre. findings of the report produced in early 2017 by AEC Group, were that a park $71,990 to Earth Sanctuary to support • could be financially viable, it would need delivery of the ‘Outback to the Future’ tour wet and dry elements, a mix of local and Space Discovery centre. resident and visitors, and that a successful • $13,363 to Outback Cycling in Alice Springs park will require somewhere between 4 to purchase 14 new mountain bikes. and 24 hectares of land. Based on this project, the NT Government committed $2.29 million in funding was provided for $500,000 in Budget 2017 to further 45 Aboriginal business projects through the advance the waterpark project. Tourism Infrastructure Development Fund. Projects included: STRATEGY • Development of a cultural meeting place in Nitmiluk National Park. Grow the visitor economy by building on the NT’s reputation for the delivery • Staff accommodation at Melville Lodge of quality authentic Indigenous on the Tiwi Islands. cultural experiences. • Upgrades to the Glen Helen Homestead The Outback Cycling team in front of Lodge in Central Australia. their new shop in Alice Springs, with bikes purchased from a tourism grant ABORIGINAL TOURISM ADVISORY COUNCIL (ATAC) Established in 2015 the ATAC advise on sustainable and prosperous Aboriginal tourism development opportunities across the Territory. The Council met four times throughout the year, including on-site meetings with Aboriginal tourism operators at Kakadu, Katherine, Yulara and Tiwi Islands. The Council also welcomed three new members who were appointed following an extensive expression of interest process across the NT. ATAC commenced the development of case studies within the NT Aboriginal tourism industry to assist with future Aboriginal tourism development. The Council has taken particular note of key issues affecting the further development of Aboriginal tourism businesses in the NT including skills development for the industry and governance training and performance.
38 Tourism NT Annual Report 2016-17 Back to Contents page Case Study
Bombing of Darwin Harbour • The successful EOI proponent, the • Fifteen new jobs were created Experience Royal Flying Doctor Service (RFDS): for ongoing operations. By partnering with private sector and • invested over $4 million in the • Spin-off benefits have been government entities, we triggered attraction; generated for: significant new investment in the • added other technological • retailers on the wharf given the Darwin tourism industry, adding a elements to enhance and provide anticipated 70,000+ annual fresh and innovative tourist attraction a broader experience; visitors to the facility which to complement the existing suite of will bring to life what has been WWII tourism experiences. • value-added to the offering by quiet trading hours during the day; including its own heritage story Given the trending growth of and current day operations, • other WWII operators and consumer interest in military heritage providing visitors with more to see attractions as the RFDS is cross- tourism, we conducted an expression and do. promoting their products; of interest (EOI) process offering the under-utilised function centre on • An under-utilised government asset has • existing coach and small vehicle Stokes Hill Wharf to house a new been transformed and now generates tour operators who can add this tourist attraction that showcases the sustainable rental income for the new experience to their bombing of Darwin Harbour, along Waterfront Corporation. itineraries; and with an incentive of holographic and Business was created for local • suppliers such as caterers, virtual reality content. • architects and builders, with 95 percent lighting and staging specialists The attraction opened in August of the project sourcing local labour because the venue is 2016 and outcomes have exceeded and materials. offered as a unique location in expectations: which to hold night-time events. Additionally, the Bombing of Darwin Experience was awarded silver for creative and technical excellence in the use of visual effects and animation at the 2016-17 Animation Effects Award Festival in the 360 VR category. The virtual reality experience recreates the bombing of Darwin Harbour in 1942, bringing to life the drama and history of the bombing. This production is considered the pinnacle of movie production for virtual reality and is one of the first productions of its kind.
The Darwin Tourist Facility, home to the award-winning Bombing of Darwin Experience
FUTURE FOCUS
Development of cornerstone development in the NT Parks estate, the NT’s quality authentic Aboriginal infrastructure investment to drive and with Parks Australia to increase cultural experiences, with ATAC being demand and improve the Territory’s tourism opportunities available to consulted regarding Indigenous tourism global competitiveness. Catalyst visitors at Kakadu National Park developments in the Territory. infrastructure initiatives that support the and Uluru-Kata Tjuta National Park. Additional emphasis will be placed broader industry and community such Standardised visitor surveys and on transitioning established Aboriginal as a luxury hotel and waterpark in methodology will also be established tourism businesses to be ready to export Darwin, and new hotel development in to enable benchmarking across all interstate or internationally. Plans are Alice Springs will be advanced through parks estate to identify areas for being advanced to deliver a new NT the year to an expression of interest improvement and opportunity to Aboriginal Tourism Strategy in 2017- phase where applicable. collaborate. 18, as required under the Economic We will continue to work across We will work closely with the Department Development Framework. the Department to progress visitor of Trade, Business and Innovation to focused and private sector investment establish Aboriginal tourism businesses in infrastructure and experience and will continue to market and promote
Back to Contents page Tourism NT Annual Report 2016-17 39 Our 03 Performance Improve Business Sustainability
HIGHLIGHTS STRATEGY: Data Warehouse (ATDW). One hundred and nine operators were supported via this Working to transition Tourism NT into the Continue our partnership approach program. Listing on the ATDW is free for NT greater Department of Tourism and Culture between industry and Government to tourism operators and that ensures local as directed by the new Government. grow the visitor economy. tourism product is featured on our website northernterritory.com, Tourism Australia’s Launch of several programs to website and many more sites worldwide. assist local tourism operators and We continued the marketing industry businesses including the Digital Leap roadshow, which commenced in 2012, as Making the Northern Territory a ‘China Program, the Digital Assets Program an opportunity for us to share our upcoming Ready’ destination is a key strategic focus and China-Readiness. marketing plan and insights with industry and area. As such, in collaboration with Atrip local tourism operators’ gather feedback. Hub NT, we hosted a one-day China Ready The roadshow was carried out in May in workshop for NT tourism operators. Thirty- three locations across the NT to ensure that five participants from 25 businesses attended, industry are kept up-to-date on marketing receiving their individual accreditation. Twenty upcoming activity over the coming year. business have been supported by Tourism NT to undertake the Business Accreditation, The first phase of the Digital Leap Program with 16 achieving their certification before was launched in October 2016 with a series June 30. We also provided one-off funding of free, intensive, digital workshops. We support of up to $5,000 to eligible businesses partnered with Google, Facebook and to complete a range of steps to be China TripAdvisor to give operators the skills and ready; 9 businesses took up this grant. confidence to take a major leap forward in their digital marketing. Forty-seven Two Aboriginal tourism interns were attendees from 34 businesses attended the appointed during the year, completing Alice Springs sessions and 93 operators rotations within Tourism NT and industry from 72 businesses participated in the placements, to gain commercial experience. seminars in Darwin. The second stage These one year placements aim to upskill – Digital coaching and Tourism Tribe interns and increase Aboriginal employment specialised training – began in March/ within the industry upon completion. April. As part of this initiative operators had The NT Conventions Bureau reviewed the opportunity for a digital assessment of industry engagement activities for the year their business, 12 months of ongoing digital and have instigated two new programs: support and one-on-one mentoring. There has been positive uptake of these programs 1) quarterly roundtables to bring the local with 37 Tourism Tribe memberships being business events industry together and engaged in the few short weeks before generate two-way constructive discussion 30 June and we will continue to see good about ways to grow the NT’s competitive outcomes over the course of the program positioning, share market intelligence and delivery. The final stage of the program, the to discuss ideas to overcome challenges. Industry Toolkit, offers operators a central The first roundtable will be held in resource with checklists, factsheets, useful August 2017. links and case study videos. It will be live on 2) workshops held three times per year, our corporate website in September. designed to build the capacity and capability The Digital Assets Program offered eligible of the local industry by providing content tourism businesses a professional photo- that can empower the local business events shoot and ten high resolution images that industry on issues such as how to leverage could be used to update and improve their communications platforms such as LinkedIn. business listing on the Australian Tourism
40 Tourism NT Annual Report 2016-17 Back to Contents page HIGHLIGHT STRATEGY: Seven NT winners at the 2016 Qantas Build a vibrant, sustainable and Australian Tourism Awards - 2 gold, 2 silver profitable industry to deliver on the and 3 bronze - including the Hall of Fame NT brand promise. award for Voyages Ayers Rock Resort for Aboriginal and Torres Strait Islander 2 2 3 Tourism. We continued to demonstrate our commitment GOLD SILVER BRONZE to industry excellence by encouraging participation in industry accreditation schemes and award programs such as the Brolga Northern Territory Tourism Awards and the Qantas Australian Tourism National awards won by NT operators Awards (QATA). at the 2016 QATA. The 30th Brolga Awards gala event was held on Saturday 12 November at the Darwin Convention Centre. Each Brolga business category winner won a marketing prize package to the value of $10,000, which included a professional photo shoot. On the 24 February, for the first time since 2008, the NT hosted the Qantas Australian Tourism Awards. Over 740 people attended from around Australia. The NT collected two gold, two silver and three bronze medals including a Hall of Fame Gold for Voyages Ayers Rock Resort for their third consecutive win in the Aboriginal and Torres Strait Islander Voyages team with their Hall of Fame Tourism category. win at QATA16
30th Brolga Awards, Darwin
FUTURE FOCUS
Continue to strengthen partnerships We will continue to promote a with the Regional Tourism Organisations commitment to industry quality and Visitor Information Centres with a by encouraging participation and $2 million investment to continue the support of industry award programs provision of regional marketing and visitor such as the Brolga Awards and the information services across the Territory. Australian Tourism Awards. We will also utilise industry feedback to inform Continued collaboration with the the development of future marketing Australian Government and industry on programs and improve the marketing Steven Wang from Atrip receiving identifying research priorities, addressing knowledge of industry. his China Ready and Accredited research gaps and encouraging Business Accreditation from continuous improvements to existing CEO Alastair Shields visitor and industry performance monitoring programs. Darwin Roadshow event
Back to Contents page Tourism NT Annual Report 2016-17 41 Our 03 Performance Operational Sustainability
We are committed to sustainability principles by staff in the 2016-17 year internationally We are committed across our operations. We aim to reduce the can be attributed to the focus on developing impact of our operations on the environment visitation from international markets, such to sustainability and encouraged sustainable behaviour as China and India, and attracting a direct throughout practices in our workplace. airline service from China to Darwin which principles across was an election commitment of the new our operations. AIR TRAVEL Government. Overall, kilometres travelled by air by our staff remained steady across all areas of travel: intrastate, interstate and international. Intra-Territory 407,339 We conducted virtual meetings e.g. via Interstate 852,518 Lync, Skype and the video conferencing equipment in our Darwin, Alice Springs International 262,039 and Sydney offices whenever possible. Total 1,521,896 The increase in total kilometres travelled
Tourism NT staff air travel 2012-13 2013-14 2014-15 2015-16 2016-17 Total kilometres ('000)
1,300
1,200
1,100
1,000 936 853 900 812 764 798 800
700
600 509 493 447 500 407 400 354 277 261 270 262 300 178 200
100
0 Intra-State Interstate International
42 Tourism NT Annual Report 2016-17 Back to Contents page Florence Falls, Litchfield National Park
Back to Contents page Tourism NT Annual Report 2016-17 43 SECTION04 Corporate Governance
45 Board of Commissioners 45 TERM AND REMUNERATION 45 KEY ACHIEVEMENTS 47 PROFILES 48 FINANCE, RISK AND AUDIT COMMITTEE 48 MARKETING STEERING COMMITTEE
49 Planning Framework
44 Tourism NT Annual Report 2016-17 Back to Contents page Board of Commissioners
KEY ACHIEVEMENTS Tourism NT is governed by a Board of of the Assembly Members and Statutory Commissioners who report to the Minister Officers (Remuneration and other An extensive expression of interest process for Tourism and Culture as per the Tourism Entitlements) Act. was instigated by Government following NT Act 2012. the August 2016 election, which culminated The Chair is remunerated at $82,363 per in a new Board being appointed from The primary role of the Board is to provide annum and the Commissioners at $44,349 January 2017. strategic direction to Tourism NT and foster per annum. The Chief Executive Officer is the sustainable growth and success within not entitled to additional remuneration for Oversaw implementation of Season 2 of the Northern Territory tourism industry. being a Board member. the successful Million Dollar Fish campaign Our leadership team is responsible which is designed to boost visitation over for implementing strategies which are INTERACTION WITH INDUSTRY the low season for leisure travel to the recommended by the Board. Information The Board continued to leverage Top End region, including the negotiation about the leadership team and their roles opportunities to engage directly with of a wide range of partners providing can be found in the Our Organisation members of the NT tourism industry in competition prizes. section (page 14). order to gain collective insight into local issues and discuss challenges and Guided investment attraction activities, The Board is guided by a charter of operations opportunities. For example: championed the positioning of the Northern which sets out the role and responsibilities of Territory as a military heritage destination the Commissioners. A copy of the charter and • The November 2016 Board meeting and an expression of interest process that the Tourism NT Act can be sourced from our coincided with the 30th Brolga Northern resulted in the new Bombing of Darwin corporate website www.tourismnt.com.au. Territory Tourism Awards held in Darwin Harbour Experience and Royal Flying Doctor Commissioners are appointed by the In February 2017, Tourism Australia held an Service (RFDS) heritage story on Darwin • Minister and are selected with the aim industry briefing in Darwin, coinciding with Stokes Hill Wharf. of ensuring that the Board comprises the Board’s induction meeting held in Darwin the optimum mix of skills, knowledge Steered the re-focus of the NT Convention The June 2017 Board meeting was held and experience necessary to fulfil its • Bureau, with a greater emphasis on in Alice Springs. Board members were role and achieve its objectives. in-destination familiarisations and the invited to meet with the Director of the Territory’s industry strengths, in order Araluen Cultural Precinct. The purpose of to drive more effective outcomes for the TERM AND REMUNERATION the meeting was to expose our tourism NT business events sector. Members are appointed for a period not Board members to other elements of the exceeding two years. Remuneration is Department of Tourism and Culture and Oversaw the development of new activities provided in accordance with the provisions showcase the Araluen Centre. for the China and India markets, including marketing initiatives, grant programs, aviation route development and industry FUTURE FOCUS readiness programs, aligned to the Government’s election commitment to invest Tourism results in the Territory activity declines, reducing demand for air $5 million in these markets over two years. continue to be non-uniform, with travel and other tourism related services. Central Australia continuing to perform Helped secure another $8 million in funding Ongoing efforts to secure a direct more strongly than the Top End. to market the Territory as part of the 2017 aviation service from China into Darwin A priority for the Board is to continue Budget process. remains a priority, with good progress to provide strategic advice and achieved to date. However, the Territory recommendations that seek to ensure needs to continue to work in this space, all regions of the Territory benefit from including on China readiness programs, growth in tourism. This is particularly to demonstrate Chinese demand for important over the coming year as the Territory tourism products is sufficient to INPEX project in Darwin transitions sustain a new air service. from a construction to operational phase and associated fly-in-fly-out (FIFO)
Back to Contents page Tourism NT Annual Report 2016-17 45 Corporate 04 Governance Board of Commissioners
MICHAEL BRIDGE ALASTAIR SHIELDS CHAIR CEO TOURISM NT
TRISH ANGUS RACHEL BEAUMONT-SMITH MICK BURNS COMMISSIONER COMMISSIONER COMMISSIONER
JEFF HUYBEN HELEN MARTIN DALE MCIVER COMMISSIONER COMMISSIONER COMMISSIONER
DENIS PIERCE GEOFF WEEKS COMMISSIONER COMMISSIONER
46 Tourism NT Annual Report 2016-17 Back to Contents page Michael Bridge Alastair Shields Michael was appointed Chair of the Board Alastair was appointed as Chief Executive of Commissioners in November 2012. Officer of the Department of Tourism and Michael was CEO of Airnorth for 19 years Culture in September 2016. Prior to that, and remains a Director, having overseen he was Chief Executive Officer of the the company’s growth from a small charter Department of Land Resource Management company to Australia’s second oldest and has more than 35 years of public sector continuously operating airline brand. He experience in the Northern Territory. also has years of experience as Chair and on Boards, for example, with the Regional Aviation Association of Australia and the Aviation Industry Superannuation Trust.
Meetings held: 4 Meetings attended: 4 Meetings held: 4 Meetings attended: 3
Trish Angus Rachel Mick Burns Trish is a Jawoyn woman from Katherine Mick developed Crocosaurus Cove and with more than 20 years’ in senior executive Beaumont-Smith is the owner operator of Darwin Crocodile public sector positions in the human services Rachael has been the managing director Farm. He has owned and operated NT areas of health, housing and community and co-owner of Darwin Harbour Cruises hotels since 1985. He was a board member services. Trish has worked in community since 1998. She co-chairs Tourism Top End, of the Australian Hotels Association for over controlled organisations and has extensive chaired the Business Advisory Council and 10 years, and President of its NT branch. governance experience. She is a CareFlight currently sits on the Domestic Commercial He is also Chairman of the Tiwi Bombers director and member of the Top End Hospital Vessel Advisory Committee for the football club. Network Governing Council, and the Charles Australian Maritime Safety Authority. Darwin University Vice Chancellor’s Indigenous Advisory Council.
Meetings held: 4 Meetings attended: 3 Meetings held: 4 Meetings attended: 4 Meetings held: 4 Meetings attended: 3
Jeff Huyben Helen Martin Dale McIver As General Manager of Mercure Alice Helen is the Business Director of Banubanu Dale is a born and raised Territorian and Springs Resort, Jeff Huyben manages a Wilderness Retreat on Bremer Island off has resided in Alice Springs her entire life. portfolio with revenue of $32 million and 225 the coast of Nhulunbuy. Ms. Martin has She has worked in the tourism industry for staff. He was the Chair of Tourism Central sat on the Gove Community Advisory over 19 years, starting as a Tour Director Australia for five years and on the Board of Committee and spent 17 years working in for AAT Kings in the late 1990s. She now the Australian Regional Tourism Board for the Commonwealth Government. She chairs runs her own small event and management four years. Jeff has also been on the Board the NT Chief Minister’s Aboriginal Tourism business and is well known amongst the of the Chamber of Commerce and Voyages Advisory Council. local industry. Kings Canyon Resort. In 2015 Jeff won Tourism Central Australia’s Industry Achiever award.
Meetings held: 4 Meetings attended: 4 Meetings held: 4 Meetings attended: 4 Meetings held: 4 Meetings attended: 4
Denis Pierce Geoff Weeks As Group Managing Director with inbound Geoff Weeks was appointed General tour operator ATS Pacific (Australia, NZ Manager of Halikos Hospitality in 2010 having and Fiji), Denis led the company through previously worked at a number of prestigious sustained revenue growth and into a public properties around Australia. He has overseen listing. He has over 40 years of global the growth of their portfolio from 230 hotel industry experience including being the rooms to over 1,100 rooms including serviced current Chairman of the Australian Tourism apartments making Halikos the largest Export Council. He is also a former board provider of accommodation in Darwin. member of Tourism New South Wales and Geoff is also a member of the Australian Tourism Tropical North Queensland. Institute of Company Directors.
Meetings held: 4 Meetings attended: 3 Meetings held: 4 Meetings attended: 4
Back to Contents page Tourism NT Annual Report 2016-17 47 Corporate Board of Commissioners 04 Governance
FINANCE, RISK AND AUDIT COMMITTEE The role of the Finance, Risk and Audit Committee (FRAC) is to oversee our approach to risk management and audit through its governance framework and internal audit program. The membership of FRAC comprises representatives of the Board of Commissioners and an external member. The Executive Director Tourism NT also attends meetings as an observer. FRAC held five meetings during the year. A list of members and their attendance is provided at Appendix 3 (page 62).
MARKETING STEERING COMMITTEE The role of the Marketing Steering Committee is to oversee our marketing activity and provide input on industry engagement. From June to November 2016, the committee met monthly, with meetings temporarily cancelled in December 2016. In May 2017 committee meetings re-commenced with new committee members who meet two weeks before every Board meeting. Membership comprises three Commissioners, Tourism NT’s General Manager Marketing and senior marketing directors. Details of the Commissioners and their attendance are provided at Appendix 3 (page 63). Topics discussed included: • budget expenditure • industry engagement, including the Digital Leap program • major domestic and international marketing campaigns, including the ‘Do the NT’ campaign, ‘Youth’ campaigns and ‘Million Dollar Fish’ • campaigns and creative from the concept stage • exploring new markets • Strategic direction of the Northern Territory’s tourism marketing.
Visitors at Kata Tjuta, Uluru-Kata Tjuta National Park
48 Tourism NT Annual Report 2016-17 Back to Contents page Planning Framework
Government Cabinet Policy Decisions e.g. Economic Department Performance Budget Paper 3 Development Operating of Tourism Measurement Tourism NT Framework Environment and Cultural and Key Annual Report and Industry Strategic Plan Deliverables Tourism Scan 2020 Vision
Tourism NT Operational Plan
The Operational Plan serves as our business plan each financial year. It articulates how we intend to achieve the long-term target of the strategic plan – Tourism Vision 2020 – into short-term strategies (key strategy initiatives) for implementation over the coming year. It also aligns with individual sector strategies and plans, as well as the operational plans of other agencies with which we carry out joint activities. It is approved by the Tourism NT Board and the Minister for Tourism and Culture.
Business Planning Including Risk Assessments
Business Plans are prepared by members of the Leadership Team and include a statement of the projects and actions that each business unit needs to do in order to achieve Tourism Vision 2020’s strategic requirements and key strategy initiatives. Division Risk Assessments are prepared by General Managers for endorsement by the Finance, Risk and Audit Committee.
Staff Performance and Development Plan
A detailed plan outlining the tasks that staf will need to achieve during the financial year in order to achieve their unit’s plan. A collaboration by the line managers and staff.
REVIEWING PROGRESS In addition to the annual report, a review of achievements across government and with industry towards delivering Tourism Vision 2020’s targets is conducted each year. This Progress Summary ensures we are tracking progress towards the vision and that it remains a reference point for business planning and policy development. The Progress Summary and more information about Tourism Vision 2020 can be found on the Development section of our website tourismnt.com.au.
Back to Contents page Tourism NT Annual Report 2016-17 49 SECTION05 Financial Snapshot
Tourism NT is a division within the EXPENSES Department of Tourism and Culture. We incurred expenses of $47.3 million We had a direct annual budget of in 2016-17. This included $8.3 million for $47.4 million in the 2016-17 financial year, employee expenses and $7.3 million on largely funded through NT Government grant programs such as the Australian appropriation. The actual expenses Government’s Tourism Demand-Driver incurred by us for 2016-17 totalled Infrastructure program, the Tourism $47.3 million. Infrastructure Development Fund and funding supplied to Regional Tourism REVENUE Organisations. We received $0.7 million from the The majority of our expenditure relates to Australian Government to fund the administrative expenses of $31.7 million National Partnership Agreement for the used to position the Territory and its Tourism Demand-Driver Infrastructure tourism products in key target markets to program, and $0.5 million in own stimulate interest in, and desire to, travel source revenue. The majority of the to the Territory through consumer activity remaining income was provided by and partnerships with travel and trade the Northern Territory Government distribution partners. as output appropriation. An annual operating statement has been prepared to reflect the financial activity of Tourism NT (page 51).
50 Tourism NT Annual Report 2016-17 Back to Contents page TOURISM NT OPERATING STATEMENT 2016-17 2016-17
$’000
INCOME
Grants and Subsidies Revenue Current - Appropriation Output 45,685 Commonwealth 675 Sales of Goods and Services 476 Goods and Services Received Free of Charge 166 Interest Income - Other Income 222
TOTAL INCOME 47,224
EXPENSES
Employee Expenses (8,250) Administrative expenses Purchases of Goods and Services (31,373) Repairs and Maintenance (11) Depreciation and Amortisation (107) Other Administrative Expenses (181) Grants and Subsidies Expenses Current (2,979) Capital (4,367)
TOTAL EXPENSES (47,268)
NET SURPLUS/(DEFICIT) (44)
Back to Contents page Tourism NT Annual Report 2016-17 51 SECTION06 Appendices
53 Appendix 1 – Funding
53 1. EVENT MARKETING SPONSORSHIP PROGRAM 53 2. REGIONAL TOURISM ORGANISATIONS AND VISITOR INFORMATION CENTRES 54 3. TOURISM INFRASTRUCTURE DEVELOPMENT FUND – ACCELERATOR ROUND 58 4. TOURISM DEMAND-DRIVER INFRASTRUCTURE PROGRAM 58 5. OTHER GRANTS PROVIDED 59 6. ALICE SPRINGS CONVENTION CENTRE 59 7. NORTHERN TERRITORY SCHOOL EXCURSION PROGRAM
61 Appendix 2 – Procurement Period Contracts
62 Appendix 3 – Board Committee Membership
1. FINANCE, AUDIT AND RISK COMMITTEE 2. MARKETING STEERING COMMITTEE
52 Tourism NT Annual Report 2016-17 Back to Contents page Appendix 1 – Funding
The following tables detail all the different types of funding Tourism NT provided during the year.
1. EVENT MARKETING SPONSORSHIP PROGRAM
EVENT DESTINATION FUNDING AMOUNT (EXC. GST)
2017 Rotary Henley on Todd Regatta Alice Springs $5,000
Alice Springs Running Festival Alice Springs $5,000
Alice Spring Time & Alice Autumn Time Alice Springs $20,000
Australian Masters Athletics Championship Darwin $5,000
Barunga Festival Katherine $10,000
Beanie Festival Alice Springs $10,000
Darwin Aboriginal Art Fair Darwin $5,000
Desert Harmony Festival Tennant Creek $5,000
Run Larapinta Alice Springs $5,000
The Redback Alice Springs $5,000
Top End Rumble Darwin $5,000
Uluru Camel Cup Uluru $5,000
Wide Open Space Festival Alice Springs $5,000
Yirrkala Yarrapay Music and Dance Festival Arnhem Land $5,000
TOTAL $95,000
2. REGIONAL TOURISM ORGANISATIONS AND VISITOR INFORMATION CENTRES
ORGANISATION ACTIVITY FUNDING AMOUNT (EXC. GST)
Tourism Top End • Visitor Information Services – Darwin $806,925 • Marketing and Industry Enhancement Activities – Top End region (including Darwin, Katherine, Kakadu and Arnhem Land)
Katherine Town Council • Visitor Information Services – Katherine $289,000
Battery Hill Mining Centre/ • Visitor Information Services – Tennant Creek $95,000 Tennant Creek Foundation
Tourism Central Australia • Visitor Information Services – Alice Springs $776,475 • Marketing and Industry Enhancement Activities – Central Australian region (including Alice Springs, Uluru and the Barkly region)
TOTAL $1,967,400
Back to Contents page Tourism NT Annual Report 2016-17 53 06 Appendices Appendix 1 – Funding
3. TOURISM INFRASTRUCTURE DEVELOPMENT FUND – ACCELERATOR ROUND A $5 million TIDF Accelerator package was released by the NT Government, supporting 94 projects across the NT with a total value of over $15 million.
RECIPIENT PROJECT DESCRIPTION FUNDING AMOUNT (EXC. GST)
2015-16 2016-17
AG, NM & PY Tripcony Multi-purpose pontoon, bike/ horse riding trail, $79,800 with accompanying ablution block.
Alice Springs Airport Pty Ltd Install multi-language ‘Welcome’ signage. $9,000
Alice Springs Reptile Centre Pty Ltd Improve reception area and install multi-language capable $60,000 interactive floor.
Angkerle Aboriginal Corporation Build a new water-play attraction, interactive lighting display, $100,000 trading as Standley Chasm and wheelchair access to kiosk/café.
Armstead Family Trust Build a new outdoor kitchen facility. $73,700 trading as Wintersun Caravan Park
ATG Downunder and SEIT Uluru Fork and View - New Double-Decker Coach Tour. $75,545
Aufan International Pty Ltd Develop a Chinese cultural training hub. $95,500 trading as Atrip NT
Australian Sportfishing Charters Pty Ltd Upgrade the ‘Iron Lady’ tour vessel. $50,000 trading as Iron Lady Wilderness Safaris
Australian Tourist Publications Chinese translations of two existing NT tourism $40,909 collateral pieces.
Banubanu Pty Ltd trading as Install a water pipe at Banubanu Wilderness Retreat. $7,159 Banubanu Wilderness Retreat
Barramundi Adventures Darwin Pty Ltd Build a pontoon and establish a new educational $100,000 fishing venture.
Batchelor Museum Development Install storage shed. $15,400 Association Inc.
Blimey Charlie Pty Ltd trading as Upgrade the kitchen at Mataranka Roadhouse. $50,000 Mataranka Roadhouse
Brendan Heenan Family Trust trading as New cultural, entertainment and activities centre. $100,000 BIG4 MacDonnell Range Holiday Park
Bright Glen Pty Ltd trading as Supply of new standalone single level ‘Living Pod’ $81,000 Uluru Hop on Hop Off accommodation units.
Buku Larrnggay Mulka Incorporated Construct six accommodation units. $90,909
Central Australian Aviation Museum Inc Renew displays at the Museum. $35,629
CHAHH Pty Ltd trading as Spinway NT Install additional Spinway Bike stations with $49,000 instructions in English and Chinese.
China Blueprint Consultants Pty Ltd Develop an ‘Explore the NT’ website that can be $10,000 used to market directly to the Chinese.
City of Darwin Cruises Translation of websites. $32,500
Cooper DM & RW trading as Build and install two self-contained $99,080 Wiligi Experience accommodation structures.
Crab Claw Resort Caravan/ camp ground upgrade and extension. $100,000
Craft Beer Australia Build an all-weather alfresco function and dining deck. $100,000
54 Tourism NT Annual Report 2016-17 Back to Contents page RECIPIENT PROJECT DESCRIPTION FUNDING AMOUNT (EXC. GST) 2015-16 2016-17
Crazy Acres Shade to expand seating area. $9,091
Darwin Surf Life Saving Club Inc Purchase and installation of an outdoor wheelchair lift, $51,239 purchase and installation of a cool-room, replace bar fridges, and undertake road works to improve bus entry/parking, pedestrian access and lighting.
Delaware North Kings Canyon Pty Ltd Purchase six Segway personal transporters. $50,000 trading as Kings Canyon Resort
D-Town Events Pty Ltd Purchase of new Water Park equipment. $42,000
Erldunda Desert Oaks Resort Pty Ltd Emu enclosure beautification project. $12,500
FreeSpirit Resorts Pty Ltd trading as Renovate the bistro and pool bar. $75,000 Darwin FreeSpirit Resort
G Kenyon & L.M Kenyon trading as Construct a sheltered/ undercover area complete $100,000 Pudakul Aboriginal Cultural Tours with fans and catering equipment, and provide adequate toilet facilities.
Gap View Holdings Pty Ltd & Others Upgrade the Gapview Hotel campground. $100,000
Glen Helen Homestead Lodge Upgrade of Glen Helen Homestead Lodge motel bathrooms, $100,000 update carpets and repainting rooms.
Go Wide Cattle Company Fencing for rodeo arena at Rum Jungle Tavern. $14,575
Gove Peninsula Surf Life Saving Club Inc Upgrade of kitchen/ restaurant/ function space. $100,000
Gundjeihmi Aboriginal Corporation Develop an Indigenous fine art gallery with an $95,000 trading as Marrawuddi Gallery air-conditioned catering facility and the installation of interactive displays.
Indigenous Community Benevolent Fund - Homeland Visitor Amenities Building Project - $100,000 Baniyala Garrangali Aboriginal Corporation Dhuluwuy Bay camp site, Blue Mud bay.
Jingo, Vicky trading as Ngiyari Tours Improve a bush theatre experience. $22,727
Kabe Junction Pty Ltd trading as Purchase an ensuite cabin and an ablution/laundry block. $35,000 Heartbreak Hotel
Kakadu Billabong Safari Camp Pty Ltd Purchase and install ten safari huts including ablution, $49,248 $50,000 kitchen and shed facilities.
Kaltukatjara Community Council Infrastructure upgrades at the Docker River campground. $100,000
Katherine Outback Experience Pty Ltd Build an amenities block and kitchen. $100,000
Kings Creek Station Pty Ltd Construction of accommodation for up to 12 guests in $50,000 elevated swag beds overlooking the George Gill Ranges.
Lirrwi Yolngu Tourism Aboriginal Corporation Homeland Visitor Amenities Building Project, $100,000 - Bawaka Aboriginal Corporation Port Bradshaw.
Lord's Kakadu and Arnhem Land Safaris Build an enclosed kitchen at the Mardugal safari camp. $27,938 Pty Ltd
Lorella Springs Station Pty Ltd trading as Upgrade kitchen and dining area. $78,640 Lorella Springs Wilderness Park
Luwungunji Indigenous Tourism Provide tank and pipes to deliver fresh water to Luwungunji $9,050 Indigenous Tourism Camp Ground Area.
MaDe Leisure Corp Pty Ltd. Develop an online tour-booking platform. $100,000 trading as Tour Desk
Marcus Williams trading as Infrastructure to enable a new short 10 minute $31,819 Pyndan Camel Tracks camel ride.
Back to Contents page Tourism NT Annual Report 2016-17 55 06 Appendices Appendix 1 – Funding
RECIPIENT PROJECT DESCRIPTION FUNDING AMOUNT (EXC. GST) 2015-16 2016-17
Marksie’s Stockman’s Camp Tucker Night Erect a shelter for the camp tucker tour. $10,500
Nautilus Aviation Pty Ltd Construct a building that will house an office, kiosk, $46,250 storage room, and art showroom; purchase mountain bikes; and produce brochures for the Chinese market.
North Shore Parks Pty Ltd Exploration, sinking (drilling) and capping of a bore $10,000 to support expansion of Cable Ski Park.
North Tours Australia Pty Ltd Develop a Chinese language tourism resources project. $33,500
On Tour NT Pty Ltd Retrofit two Toyota Coaster buses. $97,144
One Mile Brewery Purchase of bottling equipment. $38,000
Outback Cycling Pty Ltd Purchase 14 mountain bikes. $13,363
Outback Floatplane Adventures Pty Ltd Six new pontoons on Sweets Lagoon. $50,000
Outback Spirit Tours Pty Ltd Replace external lighting around Seven Spirit Bay $78,000 Wilderness Lodge.
Outback Spirit Tours Pty Ltd Concreting boat shed for Arnhem Land Barramundi Lodge. $98,900
PA Severin and Co. trading as Build 5 new staff accommodation units. $100,000 Curtin Springs
Professional Helicopter Services Pty Ltd Construction of helipads and small passenger terminal close $40,000 to Yulara Town Centre.
Rangelands Pty Ltd trading as Manufacture two parachute canopies with $14,660 Top End Tandems "Do the NT" logos.
Relknex Pty Ltd trading as Upgrade the ‘Pellew Explorer’ tour vessel. $57,912 Borroloola House Boats
Remote Adventures NT Purchase two Tour Master Four cameras and fit-out-kits. $32,495
Remote Tours Pty Ltd trading as Build a multi-purpose area for student groups $54,623 Remote Education Tours and a campsite.
Ross River Resort Pty Ltd Upgrade the electrical power system. $90,000
Royal Australian Artillery Association (NT) Installing solar power at the Darwin Military Museum, which $100,000 Inc trading as Darwin Military Museum includes the Defence of Darwin Experience.
S.E Burgess & L.A Paterson Upgrade a custom-built trailer and purchase bird hides. $16,400 trading as NT Bird Specialists
Sea Darwin Install state of the art technologies on vessel and $93,129 development of new scuba dive tour option.
Skydive Ayers Rock Pty Ltd Build a purpose-built skydive centre. $77,000 trading as Skydive Uluru
Spencer, Rex trading as Purchase 4 'Can Am' All Terrain Vehicles. $90,909 Uluru ATV Adventures
Tailor Tours Pty Ltd trading as Design, construct and install an off-grid solar $70,000 Tailormade Tours power system.
Tamsing Pty Ltd trading as Litchfield Motel Build an ablution block. $100,000
The Darwin History and Wartime Website upgrades including translation into Mandarin, $7,336 Experience and tour vehicle modifications.
The Kangaroo Sanctuary Alice Springs Infrastructure to support a new kangaroo hospital. $40,772
The Rock Tour Upgrade camps and build wet-weather shelter. $16,665
56 Tourism NT Annual Report 2016-17 Back to Contents page RECIPIENT PROJECT DESCRIPTION FUNDING AMOUNT (EXC. GST) 2015-16 2016-17
The Trustee for Drops Lewis Properties Install a bore in the bush camping area. $7,500 Unit Trust trading as Heritage Caravan Park
The Trustee for Hale River Homestead Converting two ‘Sydney Williams’ huts into a $54,783 Trust trading as Hale River Homestead multi-functional venue.
The Trustee for Inspiredlife Trust - XSiGHT Develop a new 'Top End Pre-wedding Photography' package $40,000 Photography & Video Darwin trading as for the China market. George F Photography
The Trustee for Jawoyn Aboriginal Build a cultural meeting place in Nitmiluk National Park. $100,000 Charitable Trust No. 1 trading as Nitmiluk Tours
The Trustee for McElwee Family Trust No Install grandstand and toilet blocks for rodeo events. $60,000 2 trading as Rum Jungle Tavern
The Trustee for Morton Investment Trust Signage and historical information storage project. $10,000 trading as Coomalie Creek RV Park
The Trustee for the Falzon Management Install four geodesic domes, rainwater tanks, a generator, $71,990 Unit Trust trading as Earth Sanctuary and a battery bank.
The Trustee for the Killeen Trading Trust Build a self-contained, family-sized cabin. $100,000 trading as Mt Bundy Station
The Trustee for The Three Camels Unit Develop new Segway tours in Uluru-Kata Tjuta $68,000 Trust trading as Uluru Segway Safaris National Park.
The Trustee for Tiwi Islands Adventures Build staff accommodation at Melville Island Lodge. $68,182 Charitable Trust trading as Tiwi Islands Adventures
The Trustee for Walters Family Trust Develop a multilingual website titled 'China Sees NT'. $14,988 trading as China Sees NT
Build a new crocodile farm, educational facility Top Organic Enterprises Pty Ltd $50,000 trading as Top Croc NT and tourist attraction.
Constructing a new multi-function stage and Tumbling Waters Holiday Park $60,000 entertainment area.
Uluru Camel Tours Male/Female toilet block. $50,000
Install a rotunda lounge area and outfit new Venture North Australia Pty Ltd $19,726 guest accommodation with furniture.
Wayoutback Australian Safaris Pty Ltd New campsite at Jabiru, Kakadu National Park. $56,989
Infrastructure upgrades to cruise vessels, install interpretive Wetland Explorer Cruises Pty Ltd $37,988 signage and set up a Wi-Fi hotspot.
Greening project: grass, shade, and converting the cosmetic Woolner Pty Ltd trading as Gemtree $53,500 ‘billabong’ into a practical, swimmable pool.
Wrenmore Pty Ltd trading as Palya Art Translate marketing collateral into Mandarin. $8,995
TOTAL $1,876,780 $3,592,378
TOTAL $5,469,158
Back to Contents page Tourism NT Annual Report 2016-17 57 06 Appendices Appendix 1 – Funding
4. TOURISM DEMAND-DRIVER INFRASTRUCTURE PROGRAM Nine projects aimed at driving demand were supported through this Australian Government program.
BUSINESS NAME PROJECT SUMMARY FUNDING AMOUNT (EXC. GST)
Mercure Alice Springs Resort Design and construct an open air shelter. $129,500
Crocodylus Park Build two large exotic cat pens. $100,000
Developing East Arnhem Ltd Deliver the Hero Experience Development Program. $33,000
Djabulukgu Association Inc Redevelop the Manbiyarra (Border Store) Hostel. $100,000
Flash Camp Pty Ltd Establish a permanent base for operations in the Top End. $92,500
Darwin International Hotels Pty Ltd trading Upgrade information services and entertainment facilities in $100,000 as Hilton Darwin guest rooms.
Delaware North Kings Canyon Pty Ltd Extend the caravan park with powered sites and ensuite $100,000 facilities.
Tourism Top End Inc Develop a Top End tourism industry crisis mobile $20,000 application and management centre.
Top Didj and Art Gallery Construct a new art gallery. $100,000
TOTAL $775,000
Note: The Top Didj project was removed from the National Partnership Payment for 2016-17 upon agreement with the Australian Government late in the year, however the payment from Tourism NT has still been recognised for the year.
5. OTHER GRANTS PROVIDED
BUSINESS NAME PROJECT SUMMARY FUNDING AMOUNT (EXC. GST)
Department of Trade, Business Trade Support Scheme. $50,000 and Innovation
Charles Darwin University Delivery of Kakadu knowledge for tour guides course for $26,449 Mandarin speaking guides.
China Ready and Accredited Pty Ltd Delivery of a China Ready workshop in Darwin. $27,000
Novatel Brisbane Upgrade accommodation and guest information to be $30,614 ‘China Ready’ across eight NT properties.
Associated Advertising and Promotions Upgrade marketing collateral to be ‘China Ready’. $4,545
Crownbet Million Dollar Fish Season 2. $575,000
$713,608 TOTAL
58 Tourism NT Annual Report 2016-17 Back to Contents page 6. ALICE SPRINGS CONVENTION CENTRE This funding is provided to assist with maintaining a high level of sales and marketing activity to attract business events and economic benefits to Alice Springs.
ORGANISATION FUNDING AMOUNT (EXC. GST)
Under the Partnership Agreement
Lasseter’s Hotel Casino $100,000
(4 x $25,000)
Under the Event Support Funding Agreement
Lasseter’s Hotel Casino $197,727
TOTAL $297,727
7. NORTHERN TERRITORY SCHOOL EXCURSION PROGRAM
The school excursion program supports schools to visit the Northern Territory by providing a $1000 per school group, to encourage groups to engage with NT operators and maximise their Territory experience.
SCHOOL FUNDING AMOUNT (EXC. GST)
Aitken College $909
Berwick Secondary College $909
Blackburn High School $909
Clairvaux Mackillop College $909
Diamond Valley College $909
Dominic College $909
Dromana Secondary College $909
Emerald Secondary College $909
Fintona Girls School $909
Frankston High School $909
Geelong High School $909
Genazzano FCJ College $1,818
Georgiana Molloy Anglican School $909
Huonville High School $909
Jamison High School $909
John Paul College $909
Back to Contents page Tourism NT Annual Report 2016-17 59 06 Appendices Appendix 1 – Funding
John XXIII College $909
Kooweerup Secondary College $909
Korumburra Secondary College $909
Kurnai College $909
Kyabram P-12 College $909
Lilydale High School $1,818
Maclean High School $909
Marian College $909
Marist Sion Regional College $1,818
Mater Christi College $2,727
McClelland Secondary College $909
McKinnon Secondary College $1,818
Mount Lilydale Mercy College $909
Mt. St. Michael's College $909
New Town High School $909
Northcote High School $909
Norwood Secondary College $909
Oxley High School $909
Salesian College Rupertswood $909
Shearwater the Mullumbimby Steiner School $909
Shepparton High School $909
St Augustine's School $3,636
St John Paul College $909
St Leonard's College $909
Strathcona Baptist Girls Grammar School $909
Traralgon College $909
Trinity College $909
Viewbank College $1,818
Wantirna College $909
Warringa Park School $909
TOTAL $50,904
Note: The $1,000 is paid per school group. Some schools had more than one school group visiting the NT participating in different activities which allows for multiple applications.
60 Tourism NT Annual Report 2016-17 Back to Contents page Appendix 2 – Procurement Period Contracts
The following table lists new period contracts awarded during the year.
TENDER TYPE OF PROCUREMENT CONTRACTOR NAME CONTRACT VALUE NUMBER (INC. GST)
Q17-0077 Million Dollar Fish - Catch, Tag and Release William and Shirley A Sawynok trading $73,560 of Fish for a Period of 12 Months as Infofish Australia
Q16-0601 Provision of Public Relations Services Press The Trustee for Access Public $396,000 Office for Domestic Tourism for a Period of Relations Unit Trust 24 Months
Q16-0525 Tourism Industry Data Collection and STR Global $19,075 Reporting for a Period of 12 Months
Q16-0357 Provision of Registered Intellectual Property HWL Ebsworth Lawyers $91,276 Portfolio Management Services for a Period of 24 Months
Q16-0365 Provision of Full Tourism Representation Ao Shang Hui Consulting (Shanghai) $97,824 Services for Tourism NT in Mainland China, Co Ltd Hong Kong and Taiwan for a Period of 6 Months
Q16-0230 Provision of Storage and Distribution of EMO Trans Australia P/L $34,999 Promotional and Miscellaneous Items for a Period of 36 Months
Back to Contents page Tourism NT Annual Report 2016-17 61 06 Appendices Appendix 3 – Board Committee Membership
1. FINANCE, RISK AND AUDIT COMMITTEE The Finance, Risk and Audit Committee (FRAC) held five meetings during the year. Co-opted member Rex Schoolmeester, Chief Financial Officer of the Department of Corporate and Information Services resigned from the Committee on the 19 October 2016. The FRAC was temporarily disbanded at the conclusion of the meeting held on the 9 November 2016, awaiting the outcome of the EOI process for Board Membership. At the first meeting of the newly established Board on the 25 February 2017 the Chair called for nominations of Commissioners to the FRAC.
Attendance records up to 9 November 2016
ROLE MEMBER MEETINGS MEETINGS ATTENDED HELD
Chair Michael Toomey – Commissioner, Tourism NT 3 3
Member Geoff Weeks – Commissioner, Tourism NT 3 3
Member Col Fuller – Commissioner, Tourism NT 2 3
Member Rex Schoolmeester – Chief Financial Officer, Department of 2 3 Corporate and Information Services
Committee Secretariat Don Duthie – Manager Business Solutions, Tourism NT 3 3
Guest Alastair Shields – Chief Executive Officer, 1 3 Department of Tourism and Culture
Guest Angela Collard – Executive Director Operations, Tourism NT 3 3
Guest Leah Morrison – A/Manager Finance, Tourism NT 2 3
Attendance records from 25 February 2017
ROLE MEMBER MEETINGS MEETINGS ATTENDED HELD
Chair Geoff Weeks – Commissioner, Tourism NT 2 2
Member Jeff Huyben – Commissioner, Tourism NT 2 2
Member Trish Angus – Commissioner, Tourism NT 2 2
Committee Secretariat Leah Morrison – Manager Business Services, Tourism NT 2 2
Guest Angela Collard – Executive Director, Tourism NT 2 2
Guest Cathy Fong – Director Corporate Governance, 2 2 Department of Tourism and Culture
62 Tourism NT Annual Report 2016-17 Back to Contents page 2. MARKETING STEERING COMMITTEE Marketing Steering Committee Members: July – December 2016
ROLE MEMBER MEETINGS MEETINGS ATTENDED HELD
Chairperson Denis Pierce – Commissioner, Tourism NT 3 3
Member Lyndel Gray – Commissioner, Tourism NT 3 3
Member Amanda Wood – Commissioner, Tourism NT 2 3
Committee Secretariat Emma Fraser – Executive Projects Officer, Tourism NT 3 3
Guest Tony Mayell – CEO, Tourism NT 1 3
Guest Adam Coward – Executive Director Marketing, Tourism NT 3 3
Guest Angela Collard – Executive Director Operations, Tourism NT 1 3
Guest Suzanne Morgan – Director Domestic Marketing, Tourism NT 1 3
Guest Robert Crack – Director International Marketing, Tourism NT 2 3
Guest Nicole Jervis – Manager Marketing and Communication, 1 3 NT Convention Bureau
Guest Angus McLean – Director Digital Marketing, Tourism NT 3 3
Guest Kirstin Hannan – Director Research, Tourism NT 2 3
Marketing Steering Committee Members: May – June 2017
ROLE MEMBER MEETINGS MEETINGS ATTENDED HELD
Chairperson Denis Pierce – Commissioner, Tourism NT 1 1
Member Rachel Beaumont-Smith – Commissioner, Tourism NT 1 1
Member Dale McIver – Commissioner, Tourism NT 1 1
Member Helen Martin – Commissioner, Tourism NT 0 1
Committee Secretariat Emma Fraser – Executive Projects Officer, Tourism NT 1 1
Guest Angus McLean – Director Digital Marketing, Tourism NT 1 1
Guest Suzanne Morgan – Director Domestic Marketing, Tourism NT 1 1
Guest Jo Smallacombe – A/General Manager Marketing, Tourism NT 1 1
Guest Robert Crack – Director International Marketing, Tourism NT 1 1
Guest Angela Collard – Executive Director, Tourism NT 0 1
Back to Contents page Tourism NT Annual Report 2016-17 63 Contact Us
NATIONAL INTERNATIONAL REPRESENTATIVES
Website: Website: United Kingdom tourismnt.com.au (Corporate) australiasoutback.com (also representing Ireland, the northernterritory.com (Consumer) (translated for each market) Netherlands and Scandinavia) Email: Trade Marketing Agency – [email protected] Endeavour Tourism Marketing Ltd The Americas Telephone: (also representing Canada) 6th Floor Australia House +61 8 8999 3900 Strand, London WC2B 4LG Integrated Trade Marketing and Public Telephone: +44 20 7438 4642 Relations Agency – Myriad Marketing Email: [email protected] Head Office Australia’s Northern Territory Level 8, Charles Darwin Centre 6033 W. Century Blvd. #900 Los Angeles 19 The Mall, Darwin, NT 0800 CA 90045, USA France Telephone: +1 310 649 7700 (also representing Belgium) Regional Office Email: [email protected] Level 1, Alice Plaza, Todd Mall Trade Marketing Agency – Alice Springs, NT 0870 and Pierre Vives Tourism Consulting Commercial Office - Sydney 20 W 22nd Street, Suite 603 4 Avenue des Fleurs Level 29, 420 George Street New York, NY 10010 USA Bagnolet 93170, France Sydney, NSW 2000 Telephone: +33 148 576 064 Email: [email protected] Central Europe (also representing Germany, Switzerland, Austria) China (also representing Taiwan Integrated Trade Marketing and Public and Hong Kong) Relations Agency – Karisma GmBH Integrated Trade Marketing and Neue Mainzer Strasse 22 Public Relations Agency – ATR Frankfurt/ Main, Germany 60311 Telephone: +49 160 9477 7218 Office 2E, 668 Huai An Rd Email: [email protected] Jing’An District Shanghai 200041, China Telephone: +86 21 6149 0600 Italy Email: [email protected] Consumer Marketing and Public Relations Agency – AIGO Japan Piazza Caiazzo 3 Integrated Trade Marketing and Public 20124 Milan, Italy Relations Agency – AVIA Reps Telephone: +39 02 669 927213 Email: [email protected] AVIAREPS Marketing K.K. 26-3 Sanei-cho Shinjuku-ku Trade Marketing Agency – Tokyo 160-0008, Japan Giancarlo Truffa Telephone: +81 3 3225 0008 Email: [email protected] Corso Mediterraneo 69/14/C 10129 Torino, Italy Telephone: +39 011 7643157 Singapore/Malaysia Email: [email protected] Telephone: 02 9361 1967 Email: [email protected] TOURISM NT – ANNUAL REPORT 2016-17
TOURISM NT TOURISM GPO Box 1155 Darwin, Australia NT +61 8 8999Tel: 3900