In Tourism

Northern Territory Minister for Tourism Sport and Culture Lauren Moss

New Tourism Industry Strategy 2030 Released

Victor P Taffa

Northern Territory’s Tourism Industry Strategy 2030 was released today which aims to put the sector on a long-term path to prosperity.

“A strong, competitive tourism sector benefit Territorians in many ways. It adds billions of dollars to our economy and currently accounts for 1 in 8 jobs in the Northern Territory with a total of 17,100 jobs supported.” Minister for Tourism Sport and Culture Lauren Moss said.

“This strategy will help guide investment and development over the next 10 years, and assist the government and industry to make the most of what the Territory has to offer visitors.”

Northern Territory’s Tourism Industry Strategy 2030 is projecting up to $3.6 Billion in visitor expenditure and 3,900 new tourism jobs by 2030.

Developed in collaboration with industry, the strategy sets the direction for the next 10 years and an ambitious target of between 2.51-3.03 Million visitors, accounting for between $3.01-$3.67 Billion in expenditure by 2030.

In terms of holiday visitors, projections are for between 1.18-1.45 Million holiday visitors by 2030, and $1.46-$1.79 Billion in holiday visitor expenditure.

Plan is a significant collaboration between the Northern Territory Government, regional tourism organisations Tourism Top End and Tourism Central Australia, the local tourism industry and the Tourism NT Board of Commissioners.

“Development of the 2030 strategy has been a great opportunity for government and industry to work together.” Tourism NT Chair Michael Bridge said.

“2030 Tourism strategy will provide Tourism Central Australia and our members with the mechanism for tracking how we are performing in our efforts to build tourism in the Territory.” Tourism Central Australia Chair Dale McIver said.

Strategy identifies 6 objectives that will make a real impact on the trajectory of tourism in the Northern Territory including:

  • Grow investment in the Northern Territory’s remarkable assets, product and regions;
  • Strengthen and showcase the Northern Territory’s distinctive Aboriginal cultural tourism experiences;
  • Through strategic marketing activities grow the value of the holiday market in the Northern Territory;
  • Leverage and build events to drive visitation;
  • Develop ongoing access to and within the Northern Territory;
  • Increase recognition of the value of tourism to the Northern Territory.

“This year the tourism industry has reported positive growth, yet we are still in the relatively early stages of witnessing the long-term recovery of the Top End’s visitor economy.” Tourism Top End General Manager Glen Hingley said.

Strategy also includes specific actions to achieve identified goals in the short, medium and long-term to attract more visitors to the Northern Territory, help the tourism sector deliver diverse, quality experiences while creating jobs for Territorians and encouraging private sector investment.


NT                   Northern Territory


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