TOURISM VISION 2020: NORTHERN TERRITORY’S STRATEGY FOR GROWTH RAZORBACK RIDGE, SECTION 5 LARAPINTA TRAIL, CENTRAL AUSTRALIA UBIRR, KAKADU NATIONAL PARK © Northern Territory Government DISCLAIMER Tourism NT We have taken due care and attention in ensuring 18 Parsons Street information contained in this document Alice Springs NT 0870 was true and correct at the time of publication; PO Box 2532 however, changes in circumstances after the time ALICE SPRINGS NT 0871 of publication may impact upon its accuracy. We do not warrant that it is correct, complete or Telephone: 08 8999 3900 suitable for the purposes for which it is intended Email:
[email protected] to be used. We disclaim all liability associated www.tourismnt.com (corporate) with the use of this information. www.travelnt.com (consumer) Aboriginal and Torres Strait Island readers and Published September 2013 by Tourism NT, viewers should be aware that this material may a statutory authority of the Northern Territory Government. contain images or names of deceased persons. TABLE OF CONTENTS MESSAGE FROM THE MINISTER 2 MESSAGE FROM THE CHAIR AND CEO OF TOURISM NT 3 EXECUTIVE SUMMARY 4 STATE OF THE INDUSTRY 6 Visitor Profile 6 The Visitor Economy 7 Current Economic Contribution 7 Current Market Analysis 8 VISION FOR THE VISITOR ECONOMY 12 A PARTNERSHIP APPROACH 14 CHALLENGES AND CONSTRAINTS 15 ACTION TOWARDS 2020 16 STRATEGIC REQUIREMENT 1: Grow Value 17 STRATEGIC REQUIREMENT 2: Address Supply Constraints 27 STRATEGIC REQUIREMENT 3: Improve the Visitor Experience 35 STRATEGIC REQUIREMENT 4: Improve Business Sustainability 43 MEASURING OUR PERFORMANCE 47 LIST OF ACRONYMS 48 TOURISM VISION 2020 1 MESSAGE FROM THE MINISTER FOR TOURISM The Northern Territory Government is making tourism an absolute priority, recognising it as crucial to its plans to build a bigger NT economy.