The Territory Government is investing an additional $14.2 million in the 2022 Budget to boost “direct tourism marketing” that it says will kickstart tourism after more than two years of turmoil in the industry caused by the COVID-19 pandemic.
Tourism Minister Natasha Fyles said the government is investing millions to ensure operators and event organisers “capitalize on every opportunity available”.
“We want to ensure we have the strongest support possible, to bring back domestic and international leisure visitation and a strong leisure and business events focus,” she said.
It was unclear how much was new funding and where any additional funds would be coming from.
The government said in a statement that Budget 2020 will see $86.4 million invested in the tourism and events sectors for the year.
“With key sectors coming back online, including airline partners, the cruise sector, and key niche sectors such as the youth market, adventure seekers and drive holidays, we want people to come to the Territory to reconnect and enjoy our beautiful landscapes and unique events experiences,” Ms Fyles said.
The government said the move will revive the jurisdiction’s local and international attraction through destination marketing and bring back international tourists using various targeting activities.
Boosting NT’s tourism sector will include $1.3 million to attract and retain the tourism workforce; $2 million to open a third round of the Roadhouse to Recovery Grant program; $1.9 million to support the implementation of the NT Aboriginal Tourism Strategy 2020 – 2030, and a further $1 million for international marketing by Study NT and NT Business Events.
The government said that an additional $27.9 million in funding will be provided to support NT Major Events Company to continue delivering world-class events that will draw tourists worldwide, such as the continuation of the 10-day Parrtjima Festival in Light in Alice Springs, the annual NRL Premiership game for the Territory, elevated support and continued growth for BASSINTHEGRASS, Darwin Supercars and Red CentreNATS, and additional support and continued growth for Territory events including $2.7 million in funding for community events and festivals.