Turbocharging Tourism: NT Events Raise The Bar

The Territory Labor Government continues to stimulate the economy and boost the Territorys tourism industry, with new data revealing great results from NT Major Events Companys (NTMEC) key events in 2018.

The 2018 DARWIN TRIPLE CROWN SUPERCARS event held from 15-17 June 2018 was attended by 23,861 people. Of those, an estimated 9,156 people were from interstate.

The event generated approximately $14.5 million in total visitor expenditure within the Territory, mirroring the views of 89 per cent of local survey respondents who consider the three-day-event to be a vital contributor to the local economy.

Survey results also confirmed the popularity of the Darwin Triple Crown Supercars event among tourists and locals alike, with 71 per cent of all respondents being repeat visitors and 41 per cent indicating that the 2018 event was at least their fifth Darwin Triple Crown.

A total of 88 per cent of the respondents also indicated a high willingness to attend Darwin Triple Crown events in the future.

In 2018, 6,857 people attended BASSINTHEGRASS held on 19 May 2018 at the George Brown Darwin Botanic Gardens.

As the most iconic music festival on the Top Ends Dry Season calendar, its no surprise that the event is an important one for Territorians, with 91 per cent of survey respondents strongly agreeing that the event makes living in the NT more enjoyable.

The survey also found 65 per cent of respondents were repeat visitors, while 76 per cent indicated a high willingness to attend future BASSINTHEGRASS music festivals.

This year it will be turbocharged at the iconic Mindil Beach, with double the line-up.

PARRTJIMA 2018, held from 28 September to 7 October, was a great success with 20,663 attending, 7,500 of the total from interstate. This is a 35 per cent increase on the year before.

Of the attendees, 37 per cent were from outside Alice Springs with 65 per cent first-time visitors.

Parrtjima was described by visitors as Innovative and different, a Truly unique experience and Sophisticated and challenging stereotypes.

The vast majority of survey respondents were satisfied with the event, with 75 per cent of respondents rated the event as better than expected, and an average satisfaction rating of 8.8 out of 10 (0 very poor 10 excellent).

86 per cent of respondents said they would attend/make a booking to attend a similar event as a result of experiencing Parrtjima in 2018.

In response to the statement Parrtjima makes me proud to be a Territorian, the average response was 4.4 out of 5 (1 strongly disagree 5 strongly agree).

RED CENTRENATS was also well supported, attracting attendances of 15,297 over the weekend.

Of the attendees, 56 per cent were visitors to Alice Springs, with 98 per cent of those making the decision to visit the Territory, or the region, primarily because of Red CentreNATS.

The much loved event generated $4.2 million in direct visitor expenditure for Alice Springs which is set to continue with 89 per cent of Red CentreNATS survey respondents indicating they would attend the event again.

Research is continuing on Parrtjima and Red CentreNATS, with focus groups being conducted with Territorians and interstate visitors to gather rich data about their experiences at the events. The results of this audience research will be used to create even better events in 2019.

As stated by Minister for Tourism and Culture, Lauren Moss

Through the record $103 million Turbocharging Tourism stimulus, we are investing an additional $20.78 million into our events, festivals and tourism experiences because we know they bring visitors to the Territory, money into the economy and create jobs.

It is fantastic to see the NT Major Events Companys key events attracting people from all corners of the country, which is driving tourism and putting money back into the pockets of Territorians.

We will continue to build on these positive results by enticing more visitors to the Territory through offering premier events and attractions.

This will support thousands of local businesses and jobs as well as provide a vital boost to our tourism industry and economy.

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