This is an increase from the $2.2 billion flagged as the forthcoming target in early November.
The NT is also targeting 1.7 million visitor trips, up from 1.5 million in November.
Importantly, the new strategy seeks to diversify the visitor mix for the NT beyond just leisure, targeting more business events and people travelling for work and study.
Growing visitation in the low season is also a goal of the strategy.
The five priorities within the strategy to realise the spend and visitor targets are boosting the profile and appeal of the Northern Territory, improving access to and around the territory, increasing infrastructure and investment, increasing the number of visitor experiences and growing capability of the people who work in the visitor economy.
Major and public events are highlighted as a catalyst for visitors and are flagged in the strategy as a vehicle to “amplify” the story and profile of the NT.
As far as business events are concerned, the strategy sets out priorities to maximise impact of these events, increase pre and post touring amongst delegates through stronger experiences and increase infrastructure in Darwin and Alice Springs to raise capacity for business events. For Central Australia specifically, there is a desire to lift delegate attendance at business events held there.
“We know the industry is facing uncertainty, from rising costs to global disruptions and weather events. Our industry feels that pressure every day,” said the NT’s tourism and hospitality minister, Marie-Clare Boothby.
“But this strategy is not about reacting in the short term. It is about staying disciplined, focused and working together to grow the territory for the long term.”
“This is a plan built with operators, regional tourism organisations, Traditional Owners and national partners who have helped shape it, and every dollar we invest is aligned to delivering it.
“This is about building a resilient visitor economy that supports jobs and gives operators certainty to invest and grow.”
