Australia’s Northern Territory (NT ) Government will invest $12.8 million (US$9.1 million) into attracting international travellers and workers back to the NT after pandemic border closures and restrictions have led to critical skill shortages across the Territory.
The incentives will capitalise on the Federal Government’s recent announcement that international borders will re-open to fully vaccinated travellers on Feb.21, in an attempt to reinvigorate a visitor economy that was worth $2.4 billion (US$1.71 billion) a year to the NT before the pandemic.
Among the measures to be funded is the $2.6 million (US$1.85 million) Working Holiday Maker Campaign and Tourism and Hospitality Turbo Charge, a highly-targeted interstate and overseas marketing campaign to attract around 2,000 new tourism and hospitality workers by April, ensuring businesses can accommodate customers and deliver services.
An international leisure tourism marketing campaign will receive $3 million (US$2.14 million), and work closely with Tourism Australia to target specific markets and support airline partnerships, as well as travel trade activity, while another $3 million will be spent on supporting industry to deliver projects and strategies to attract and retain workforces.
In addition, initiatives are also underway by Study NT to lure international students to the Territory, including a destination awareness marketing campaign in key focus markets.
Chief Minister Michael Gunner said the NT is preparing for the return of international travellers, and businesses need to be ready with adequate workforces.
“We are investing in these programs to put the Territory at the top of every traveller’s list, and link up those who are looking for work with businesses who need staff, he said.
Meanwhile, NT Chair of Tourism Michael Bridge emphasised that gearing up for the Territory’s peak season is more critical this year than ever before, and this investment from the NT Government will be welcomed by the tourism and hospitality sector.
“It will take time to rebuild our international markets and by acting now, the Territory will be able to capitalise on consumer interest and demand and deliver the significant flow on benefits that tourism contributes, supporting jobs and the economy in the NT, “ he said.
CEO of Tourism Central Australia, Danial Rochford, welcomed news of the funding with a post on Linkedin.
“Great news to start the week with the Northern Territory Government announcing an important (and much needed) support package to get tourism back on track,” he said.
