Mr MITCHELL - 1999-02-18
I understand that short-term guest nights continued to show strong growth in the 1998 December quarter. Can the minister tell the House of plans to keep the ball rolling with respect to these positive results?
ANSWER
Mr Speaker, yes, indeed, there was a very encouraging growth in the short-term guest nights. In fact, 11% was achieved during the last quarter of 1998 compared with the similar period for 1997. That has given the industry considerable confidence in relation to what they face in the year ahead. There is a great deal of confidence, and forward bookings are very strong. Indications at this very early time, I must say, are that we could be facing a bit of a stronger tourist season this year than we did last.
It is a very competitive industry, as members would be aware, and we have to compete not only nationally but internationally, in attempting to get visitors to the Northern Territory. But I think we have one thing very much in our favour. We have an industry which is backed up by very strong tourist associations across the Northern Territory. The industry works very closely and cooperatively with their respective associations in Darwin, Katherine, Tennant Creek and Alice Springs. In addition to that, both the industry and those associations work very closely with the Tourist Commission.
In fact, as we speak, a record number of 27 Territory tourist operators have hit the road with Northern Territory Tourism Commission and regional tourist association staff to launch the commission’s new marketing and brochure programs around Australia.
That cooperative arrangement that we have in place is, I believe, unique in Australia. That the industry, their associations and the tourism body, the peak tourism body - the department in this case – and the Tourist Commission in the Northern Territory are working together and selling the Northern Territory as a tourism destination is unique.
For the benefit of members, I table the promotional material and the holiday planner that has been launched around Australia over the course of the period 17-25 February. The people from industry, the commission and the associations are supported by Daryl Somers and he’s hosting a series of outback theme nights dubbed The Territory Muster. Our team is selling the Territory to key travel agents in Adelaide, Melbourne, Sydney and Brisbane between 17 and 25 February. The Territory Discoveries is a brochure covering Central Australia and there is also one for the Top End. The very comprehensive holiday planner demonstrates the professionalism of the job that’s being done to sell the Territory as a tourist destination.
In relation to the domestic market, something in the order of 57% of all visitors to the Northern Territory come from other parts of Australia. Last year they contributed $398m to the Territory. That’s what they spent whilst they were here. Our target is to increase that in excess of $400m this year to further grow the industry and provide more jobs. Members would be aware that the tourism industry employs more people than anyone else in the Northern Territory. It’s a very strong employer and provides employment opportunities right across the Northern Territory, even in regional centres. We can be very proud of the effort that industry, the Tourist Commission, and the associations are putting forward over the period of this week to promote the Territory.
Yesterday, members might be aware that there were 2 cruise ships here in the Port of Darwin. Nine luxury cruise ships will visit in February alone. There are 14 booked for this year. That again demonstrates the aggressive marketing and the very strong promotion and advertising that the industry is doing to attract as many visitors as possible to the Northern Territory so that we can see our wonderful tourism industry continue to expand, grow, and provide opportunities to Territorians to assist in further development of the economy.
I’m sure honourable members will join me in wishing well to those industry associations and tourist commission staff who are selling the Northern Territory as a very attractive holiday destination for people living in other parts of Australia.
ANSWER
Mr Speaker, yes, indeed, there was a very encouraging growth in the short-term guest nights. In fact, 11% was achieved during the last quarter of 1998 compared with the similar period for 1997. That has given the industry considerable confidence in relation to what they face in the year ahead. There is a great deal of confidence, and forward bookings are very strong. Indications at this very early time, I must say, are that we could be facing a bit of a stronger tourist season this year than we did last.
It is a very competitive industry, as members would be aware, and we have to compete not only nationally but internationally, in attempting to get visitors to the Northern Territory. But I think we have one thing very much in our favour. We have an industry which is backed up by very strong tourist associations across the Northern Territory. The industry works very closely and cooperatively with their respective associations in Darwin, Katherine, Tennant Creek and Alice Springs. In addition to that, both the industry and those associations work very closely with the Tourist Commission.
In fact, as we speak, a record number of 27 Territory tourist operators have hit the road with Northern Territory Tourism Commission and regional tourist association staff to launch the commission’s new marketing and brochure programs around Australia.
That cooperative arrangement that we have in place is, I believe, unique in Australia. That the industry, their associations and the tourism body, the peak tourism body - the department in this case – and the Tourist Commission in the Northern Territory are working together and selling the Northern Territory as a tourism destination is unique.
For the benefit of members, I table the promotional material and the holiday planner that has been launched around Australia over the course of the period 17-25 February. The people from industry, the commission and the associations are supported by Daryl Somers and he’s hosting a series of outback theme nights dubbed The Territory Muster. Our team is selling the Territory to key travel agents in Adelaide, Melbourne, Sydney and Brisbane between 17 and 25 February. The Territory Discoveries is a brochure covering Central Australia and there is also one for the Top End. The very comprehensive holiday planner demonstrates the professionalism of the job that’s being done to sell the Territory as a tourist destination.
In relation to the domestic market, something in the order of 57% of all visitors to the Northern Territory come from other parts of Australia. Last year they contributed $398m to the Territory. That’s what they spent whilst they were here. Our target is to increase that in excess of $400m this year to further grow the industry and provide more jobs. Members would be aware that the tourism industry employs more people than anyone else in the Northern Territory. It’s a very strong employer and provides employment opportunities right across the Northern Territory, even in regional centres. We can be very proud of the effort that industry, the Tourist Commission, and the associations are putting forward over the period of this week to promote the Territory.
Yesterday, members might be aware that there were 2 cruise ships here in the Port of Darwin. Nine luxury cruise ships will visit in February alone. There are 14 booked for this year. That again demonstrates the aggressive marketing and the very strong promotion and advertising that the industry is doing to attract as many visitors as possible to the Northern Territory so that we can see our wonderful tourism industry continue to expand, grow, and provide opportunities to Territorians to assist in further development of the economy.
I’m sure honourable members will join me in wishing well to those industry associations and tourist commission staff who are selling the Northern Territory as a very attractive holiday destination for people living in other parts of Australia.
Last updated: 09 Aug 2016