annual report 2009-10 - Tourism NT

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Tourism Performance NT
ACTiONS
Infrastructure Development
In 2009-10 66 new commercial accommodation rooms
were released onto the Territory market, following a large
increase of 440 rooms in the previous year. The Nitmiluk
Caravan Park opened eight new cabins and the Argus
Apartments in Darwin opened 58 new two and three
bedroom serviced apartments.
A number of properties undertook major upgrades during
the last 12 months. These included the Holiday Inn Darwin
and Luma Luma Holiday Apartments in Darwin, both of
whom upgraded all guest rooms and public areas. Emerald
Springs Roadhouse upgraded all public areas and Crown
Plaza Alice Springs installed a major new solar energy
system.
During the year we supported the progression of several
new major accommodation developments including
Wildman Wilderness Lodge and Quest Palmerston, both
due to open in 2010-11.
At the time of writing 316 new rooms are under
construction and scheduled to open in 2010-11. Of these,
222 rooms will be in the Darwin region, 30 in Top End
rural areas and 66 rooms in Alice Springs.
Asia Gateway campaign
We partnered with Jetstar and Tourism Australia to
push the message to access Australia via a closer and
more direct route with just over four hours flying time
from Singapore to Darwin. Promotional activity ran from
October 2009 through to March 2010 and consisted of
online activity and print advertisements run in key local
newspapers and magazines including the Bali Times,
which aligned to tactical airfare promotions undertaken by
Jetstar (in Singapore, Thailand and Indonesia).
The activity was enhanced through our ongoing trade
and public relations activities in the region. We leveraged
an extra $300 000 in cooperative marketing funds from
Tourism Australia to bolster this activity.
tourism nt
Sponsorship of Festivals and Events
We provide marketing sponsorship (ie. financial funds) for
events and forums, which comply with our sponsorship
policy. Applications from event organisers are called for
twice each year. Details of events sponsored this year are
provided at Appendix 2.
In addition to financial sponsorship, we may assist through
in-kind support, including showcasing events in marketing
campaigns, organisation/ project management, advice,
assisting tourism operators attend events, providing guest
speakers or other means.
2010-11 priorities
• Attract new, destination-appropriate tourism
infrastructure to the Northern Territory
• Position the Northern Territory as a year round
tourism destination
• Conduct marketing campaigns encouraging travel
to the Territory during the non-peak season
Bitter Springs, Elsey National Park