Tourism Infrastructure and Product Development Plan for Northern Territory July/August 2017 Background document to initiate further discussions and prioritise developments for tourism infrastructure investment.
Overview of Progress to Date and Next Steps on the Journey to Developing Tourism Product in the Northern Territory The future success of tourism in the Northern Territory hinges on the capability of each player to assume responsibility for product development that attracts visitors, supports the visitor economy and helps prepare the regions to ensure they benefit from the expected growth of tourism in the Territory. Thank you for your contribution to date on highlighting potentially game-changing tourism infrastructure projects throughout the Territory. Whilst a significant number of these projects are listed as priority projects within the Draft 10-Year Infrastructure Development Plan (2017-2026), not all projects identified were included in the plan. The purpose of the next round of discussions and to which you are cordially invited to participate will be to: Deepen our understanding of the tourism projects already proposed and any additional ideas for product development that you might have; Investigate and further discuss previously tabled tourism projects which are not included in the 10-Year Infrastructure Development Plan (2016-2027) to assess their relevance. Invite you to share any additional potential tourism product development projects which have not been previously raised. Following this forthcoming round of stakeholder consultations, the next step will be to rank each tourism infrastructure proposal tabled on the basis of: industry uniqueness, financial cost:benefit assessment, social inclusion, economic impact, environmental impact and risk indicators in order to assess their overall level priority for development. Those which score the highest across the indicators will be assigned the greatest priority for development. Identification of tourism infrastructure priority projects obtained during previous engagements for inclusion in the 10- Year Tourism Infrastructure Product Development Plan (2017-2026) Preparation & distribution of Tourism Infrastructure Product Development Plan Discussion Document Stakeholder consultation Collation of feedback Input into Priority Model Identification of Priority Tourism Projects Submission to Northern Territory Government for investment consideration Tourism Infrastructure Development Plan: Setting the Scene Overview & Progress to Date 2
Rationale for Developing Tourism in the Northern Territory Tourism is a highly competitive global business. Compared with other wellestablished markets on the eastern seaboard of Australia, the Northern Territory has a significant amount of catching up to do. Investment in infrastructure is crucial to support tourism by: ensuring visitor access is considered in transport planning, including airports, roads, public transport and cruise ship facilities supporting the growth of sustainable aviation services ensuring accommodation supports growth in visitor demand assuring access to natural landscapes, activities and attractions supporting major events, festivals and regional events to increase visitors and creating jobs in local and regional communities The constant desire by travellers to visit new and undiscovered destinations and to become immersed in authentic interpersonal experiences is one of the key competitive advantages that Northern Territory has when compared with other destinations in Australasia. With Darwin as the main gateway, the Northern Territory is in fact closer to major, rapidly growing SE Asian travel markets than Australian domestic source markets. As a consequence, the Territory is well positioned to develop unique and authentically Australian products that will satisfy both the Asian and domestic markets. Tourism is a key driving force behind the Northern Territory s economy with holiday makers attracted to its natural landscapes, rich culture, colourful people and unique visitor experiences. The Territory s competitive uniqueness will underpin the next phase of tourism development, and investment in the right product and infrastructure is essential to moving forward, stimulating and capturing latent demand. The biggest challenge faced in improving the competitiveness of the Territory is the development of the tourism product and experiences that resonate with target markets and support the marketing and distribution. In order to address this challenge, it is imperative that investment in both tourism infrastructure and product is addressed in an aggressive, sustainable and proactive manner to future-proof the industry. Your continued participation in supporting new product development is essential if the Northern Territory is to continue its success as a global destination for tourism growth, investment and employment. Tourism Infrastructure Development Plan: Rationale for Developing Tourism in Northern Territory 3
Reasons for Identifying Investment Requirements Importance of Your Contribution in Aiding Future Tourism Development Tourism-led development is advantageous insofar that it offers important potential for direct and indirect employment creation. Implicit within any tourism planning initiative is the presence of a product and a market. Infrastructure can be used to mediate the two. Understanding tourism infrastructure requirements and how infrastructure can be used as an accelerator to support and stimulate tourism development and economic growth is fundamental to planning for tourism in the Northern Territory. In order to attract private sector investment that stimulates employment and economic growth, Government s most important roles are to identify catalytic infrastructure and product investment opportunities and create an enabling investment environment. As identified in the NT s 10 Year Infrastructure Plan 2017-2026, Government must take the lead whilst private sector drives. There are three critical parameters on which future success will be measured: growth in arrivals, tourism receipts and yield per arrival. Going forward, efficient interplay to harmonise these critical investment parameters is essential. It is imperative for the Territory to grow yield per visitor and not merely rely on growth in tourist arrivals. Creating the right product for the right market will underpin future success and sustainable growth. Effective co-ordination of effort through the endorsement of a strategic approach to tourism product development and promotion is not just desirable but essential if the right conditions for growth are to be created. The 10-Year Infrastructure Plan has already identified several tourism priority projects (summarised overleaf) which are considered to be catalysts in unlocking the inherent tourism development of certain locations / sub-regions within the Northern Territory. Your input is required to explore: The unique selling propositions for your region? What tourism products and infrastructure is required to transform tourism in your region? What products/experiences need to be improved to stimulate tourism development in your region? What can be developed as an attractor in its own right? What are key challenges and obstacles to achieving tourism future growth? Consideration of both hard and soft infrastructure elements is required since they are integral and interdependent on each other s success. Your input during this final exploratory round of tourism development potential is absolutely critical as it will be used to rank/prioritise future tourism development projects. This priority model methodology has been repeatedly applied in tourism planning and tourism development strategies throughout Australia, with proven success. Tourism Infrastructure Development Plan: Approach and Outcome 4
Key Objectives Territory-wide Grow tourism value by increasing desirability by increasing desirability of the Northern Territory as a travel destination so people visit, stay longer and spend more. Address supply constraintsin accommodation, facilities, and workforce to cater for visitor demand. Undertake parks infrastructure upgrades at National Parks to conserve historical infrastructure and natural assets whilst enhancing visitor experiences. Create walking and mountain bike trail network to enhance experiences with nature. Develop luxury high-end tourism accommodation to ignite future commercialisation and product and experience offerings at National Parks. Consider visitor needs for access in planning road, port and aviation infrastructure and services. Improve visitor experience by developing new experiences that reflect the needs of the visitor economy. Improve waste facility management in remote parks by introducing compliant waste management and recycling systems. Develop North Australian Rail Trail Create tropical entrances and gateways to highlight the tropical climate of the Territory. Grow the visitor economy by building on the Northern Territory s authentic Indigenous cultural experiences. Tourism Infrastructure Development Plan: Identified Opportunities Territory Wide 5
Darwin Territory-wide Key objectives: Promote the Territory as a cruise ship destination and home port for expedition ships, with Darwin at the core. Cement Darwin s market positioning as the WW2 Military Heritage capital of Australia. Increase tourist accommodation. Create diversity amongst tourism product and experience offering. Upgrade cruise ship terminal & surrounding Infrastructure to enable two ships to berth. Development of Westin luxury hotel will enhance the Darwin Waterfront precinct and provide high end tourism accommodation. Darwin CBD revitalisation will strengthen connections between Darwin Waterfront with Darwin s State Square, green spaces, restaurants, water and games areas. Development of Darwin Museum that will showcase the Territory arts, culture and unique history: both Indigenous. and non-indigenous. Enhancement of George Brown Darwin Botanic Gardens Centre which will improve local and tourist experiences and develop the Gardens as an attraction in their own right. Development of a world-class WW2 Military attraction that will cement Darwin s position as WW2 Military Heritage capital of Australia. Develop a trails network for locals and tourists visiting Darwin CBD. Explore the opportunity to develop themed trails eg Chinese Heritage Trail. Create products that will extend the tourist season. 6 Tourism Infrastructure Development Plan: Identified Opportunities for Darwin 6
Darwin Key objectives: Develop Darwin's position as a water playground through the creation and enhancement of new and existing attractions. Increase tourist accommodation. Improve connectivity between tourism anchors. Create diversity amongst tourism product and experience offering. Create products that will extend the tourist season. Improve connectivity between tourism anchors such as Cullen Bay, Darwin Waterfront, Cruise Ship terminal, Smith Street Mall, Esplanade and Frances Bay. Develop iconic international standard water park in Darwin. Redevelop Old Darwin Hospital Site Develop Frances Bay to incorporate a marina and fish market. Create a Darwin City Lookout with 360 degree views. Develop Stage 2 of Darwin Convention Centre at Darwin Waterfront. Increase tourist accommodation by developing. more 5-Star hotels and creating a tourism accommodation precinct from excess housing at Gove for example. Tourism Infrastructure Development Plan: Identified Opportunities for Darwin 7 7
Palmerston & Litchfield Top End Rural East Arnhem Key objectives: Increase visitor dispersal across the Top End and National Parks. Create iconic nature experiences close to key gateways. Increase length of stay in the region. Create diversity amongst tourism product and experience offering. Create products that will extend the tourist season. Increase number of quality Indigenous cultural experiences. Upgrade and enhance the Territory Wildlife Park visitor experience at Litchfield National Park through new water play area and improved community space. Enhance the visitor experience at Adelaide River Way Cemetery by constructing car parking facilities. Incorporate the East Arnhem Art Gallery into the National Iconic Indigenous Art Trail from Alice Springs to Darwin. Develop infrastructure to support year-round viewing of Jim Jim Falls, Kakadu National Park. Investigate the future tourism potential of Jabiru. Create a visitor destination hub in Kakadu similar to current Ayers Rock Resort model. Tourism Infrastructure Development Plan: Identified Opportunities for Palmerston & Litchfield, Top End & East Arnhem 8
Central Australia & Barkly Key objectives: Promote Alice Springs as the Indigenous Art capital of the world. Revitalise and reinvigorate Alice Springs city centre. Improve connectivity between tourism anchors throughout the region eg through themed trails and itineraries. Create diversity amongst tourism product and experience offering. Create products that will extend the tourist season. Develop the festivals and events calendar in Alice Springs. Development of a National Iconic Indigenous Art Gallery in Alice Springs that will exhibit and preserve indigenous art. It is envisaged that this Art Gallery will become the anchor in the development of the Alice Springs Art & Cultural precinct and strive to be the best indigenous art centre in the world. Develop and enhance the visitor experience at Alice Springs Desert Park. Improve visitor accessibility at Ellery Creek Big Hole by upgrading and sealing access road to, and carpark at the Big Hole. Extend Indigenous Arts Trail Link from Alice Springs to Darwin via Tennant Creek Art Gallery. Identify tourism entry statements at Tennant Creek. Enhance the delivery of nature experiences in Rainbow Valley, Chambers Pillar and Palm Valley to provide year-round appeal to visitors. Consider long-term accommodation provision requirements along the Stuart Highway to unlock tourism potential of other areas eg Devils Marbles Conservation Reserve near Tennant Creek Tourism Infrastructure Development Plan: Identified Opportunities for Central Australia & Barkly 9
Katherine Key objectives: Improve connectivity between tourism anchors throughout the region eg through themed trails and itineraries. Create diversity amongst tourism product and experience offering. Develop niche markets and product segments. Create products that will extend the tourist season. Upgrade New Riverside Hotel to enhance the tourism and corporate visitor experience. Incorporate the Katherine Art Gallery into the National Iconic Indigenous Art Trail from Alice Springs to Darwin. Improve lookout, museum, toilets and dump point for caravans at Timber Creek. Develop, enhance and extend the tourism experience at Elsey National Park by enhancing shared trails and camping. Create tourist attraction and walking trails at Pine Creek to create and capitalize on tourism along the Victoria Highway. Enhance Railway Bridge Restaurant & Function Centre for visitors and locals. Upgrade infrastructure at Nitmiluk Gorge to extend the stay of tourists within the park and increase the economic viability of the Park. Revitalise Katherine CBD to enhance existing CBD and create connection with Katherine East. Upgrade Community Facilities near Kalkarinadji to include seating shelters and internal roads to uplift, enhance and create an attractive community. Execute plans to develop a Skybridge (and associated accommodation) at Nitmiluk National Park at Katherine Gorge. Tourism Infrastructure Development Plan: Identified Opportunities for Katherine 10