Mr BALCH - 1999-08-18
Recent media reports have been very positive about the tourism industry in the Northern Territory. Can the minister provide any further information in relation to these reports?
ANSWER
Mr Speaker, the member for Jingili would be aware, as other members would be, of the importance of the tourism industry to the Territory economy. It is the biggest single employer and, from the non-resource sector, the largest contributor to the Territory economy at something in excess of $700m a year.
Current feedback from tourist associations, tour operators and accommodation houses across the Territory indicates that we’re having a very strong tourism season. It is expected to continue through until September, which is a very welcome sign from the point of view of the employment and economic activity that will be generated. The full figures for the 12 months ending 30 June will be released in the Northern Territory Travel Monitor in October.
I take this opportunity to congratulate the industry on joining with the Tourist Commission and the tourist associations in promoting the Territory as a holiday destination, not only in Australia but internationally. They have been to ITV in Berlin this year and the World Travel Mart in London. Austalk, occurring in the United States next week, also involves a combined effort by the Tourist Commission, the tourist associations and industry participants. It is that sort of effort that has generated the successful season that we’re currently experiencing.
The commission has been very active in the markets in Europe and the Americas. According to ABS figures for the first half of 1999, growth of 7.6% and 10.6% respectively has been recorded. One example of the commission’s activity in those markets is the public relations campaign in the UK and Ireland, which over the last four years has resulted in 68 press visits for individual journalists and 21 film crews, as well as the issuing of 70 separate press releases. The combined value of that in equivalent advertising costs to reach a total audience of 650 million is $98m. It’s that sort of activity - going to ITV, speaking to journalists, having them come out here and report back in the travel magazines and other publications in their respective countries, that complements the advertising and promotional effort that the Tourist Commission undertakes.
Of course, in addition to that we have the Northern Territory Holiday Centre. It generated $7.898m in revenue, an increase of 21%, and created 9080 bookings, an increase of 17%, against the 1997-98 results. That’s without taking into account Australia’s Northern Territory and Outback Centre at Darling Harbour, which was opened in June. It is proving very successful. There have been 8000 visitors through it already. Even in winter, the centre is attracting 1300 visitors each Saturday and Sunday. I think that demonstrates to members the potential of that facility to better serve the tourism industry in the Northern Territory.
The sales that have resulted from that level of visitation have, in the main, been to international visitors who enter Australia through the Sydney gateway on unstructured visits. They have taken the opportunity to visit our centre and book accommodation and trips in the Northern Territory.
A record attendance by 250 agencies is expected next week at Austalk, in Los Angeles. It’s the biggest promotional activity as far as Australia is concerned in the US each year. Through its international marketing support scheme the Northern Territory Tourist Commission has assisted 10 operators to attend Austalk next week.
Bearing in mind that tourism is one of the most competitive industries, one where we have to be aggressive in the market, I will be joining the managing director of the Tourist Commission, Tony Mayell, and those 10 industry members in Los Angeles next week to promote the Northern Territory. I have a heavy schedule of engagements booked with tourism industry representatives. We’ll be promoting very strongly the Northern Territory as a tourism destination, and trying to get more United States holiday-makers coming to experience the wonderful outback that we have here for them to enjoy.
As another example of the benefits of the activities that the commission is undertaking, only yesterday it released unprecedented shoulder season deals to central Australia and the Top End. The deals offer short Territory holidays that include three nights accommodation and air fares for as little as $517. That’s out of Adelaide into central Australia. Sydney to central Australia includes air fares and accommodation on a twin-share basis from $611 per person. Ayers Rock/Uluru is also a special for an added $206 per person.
We are being competitive and very aggressive in the market. We can’t rest on our laurels just because this year is a good, strong tourist season. We want to see those circumstances continue. We want to see benefits flow to the Northern Territory tourism industry and maintain the high level of employment and job creation and economic activity that the industry has the ability to deliver. As a government we’ll continue to put very strong resources and a high level of activity in that direction.
ANSWER
Mr Speaker, the member for Jingili would be aware, as other members would be, of the importance of the tourism industry to the Territory economy. It is the biggest single employer and, from the non-resource sector, the largest contributor to the Territory economy at something in excess of $700m a year.
Current feedback from tourist associations, tour operators and accommodation houses across the Territory indicates that we’re having a very strong tourism season. It is expected to continue through until September, which is a very welcome sign from the point of view of the employment and economic activity that will be generated. The full figures for the 12 months ending 30 June will be released in the Northern Territory Travel Monitor in October.
I take this opportunity to congratulate the industry on joining with the Tourist Commission and the tourist associations in promoting the Territory as a holiday destination, not only in Australia but internationally. They have been to ITV in Berlin this year and the World Travel Mart in London. Austalk, occurring in the United States next week, also involves a combined effort by the Tourist Commission, the tourist associations and industry participants. It is that sort of effort that has generated the successful season that we’re currently experiencing.
The commission has been very active in the markets in Europe and the Americas. According to ABS figures for the first half of 1999, growth of 7.6% and 10.6% respectively has been recorded. One example of the commission’s activity in those markets is the public relations campaign in the UK and Ireland, which over the last four years has resulted in 68 press visits for individual journalists and 21 film crews, as well as the issuing of 70 separate press releases. The combined value of that in equivalent advertising costs to reach a total audience of 650 million is $98m. It’s that sort of activity - going to ITV, speaking to journalists, having them come out here and report back in the travel magazines and other publications in their respective countries, that complements the advertising and promotional effort that the Tourist Commission undertakes.
Of course, in addition to that we have the Northern Territory Holiday Centre. It generated $7.898m in revenue, an increase of 21%, and created 9080 bookings, an increase of 17%, against the 1997-98 results. That’s without taking into account Australia’s Northern Territory and Outback Centre at Darling Harbour, which was opened in June. It is proving very successful. There have been 8000 visitors through it already. Even in winter, the centre is attracting 1300 visitors each Saturday and Sunday. I think that demonstrates to members the potential of that facility to better serve the tourism industry in the Northern Territory.
The sales that have resulted from that level of visitation have, in the main, been to international visitors who enter Australia through the Sydney gateway on unstructured visits. They have taken the opportunity to visit our centre and book accommodation and trips in the Northern Territory.
A record attendance by 250 agencies is expected next week at Austalk, in Los Angeles. It’s the biggest promotional activity as far as Australia is concerned in the US each year. Through its international marketing support scheme the Northern Territory Tourist Commission has assisted 10 operators to attend Austalk next week.
Bearing in mind that tourism is one of the most competitive industries, one where we have to be aggressive in the market, I will be joining the managing director of the Tourist Commission, Tony Mayell, and those 10 industry members in Los Angeles next week to promote the Northern Territory. I have a heavy schedule of engagements booked with tourism industry representatives. We’ll be promoting very strongly the Northern Territory as a tourism destination, and trying to get more United States holiday-makers coming to experience the wonderful outback that we have here for them to enjoy.
As another example of the benefits of the activities that the commission is undertaking, only yesterday it released unprecedented shoulder season deals to central Australia and the Top End. The deals offer short Territory holidays that include three nights accommodation and air fares for as little as $517. That’s out of Adelaide into central Australia. Sydney to central Australia includes air fares and accommodation on a twin-share basis from $611 per person. Ayers Rock/Uluru is also a special for an added $206 per person.
We are being competitive and very aggressive in the market. We can’t rest on our laurels just because this year is a good, strong tourist season. We want to see those circumstances continue. We want to see benefits flow to the Northern Territory tourism industry and maintain the high level of employment and job creation and economic activity that the industry has the ability to deliver. As a government we’ll continue to put very strong resources and a high level of activity in that direction.
Last updated: 09 Aug 2016