The Northern Territory is a vast and beautiful area of Australia. Its capital city is Darwin, which among its other amazing and unique destinations has a broad selection of popular visitor attractions. The attractions sector is a significant player in the overall visitor offer of the destination.
As such, the State Tourism Organisation, Tourism Northern Territory (Tourism NT), wished to develop a monitor to allow for ongoing tracking of attraction visitor numbers and attraction performance.
The study would enable a regular and robust assessment of tourism trends in the destination and, in doing so, would provide key insights for Tourism NT to inform their ongoing tourism marketing and development strategies.
With significant experience undertaking B2B research among both attractions and hotels, Tourism NT engaged the Tourism Consumer Insights team of STR to set up and undertake a monthly attraction monitor to provide these key insights.
An effective methodology and project process was devised which included the creation of a succinct online survey for participating attractions. The data collection commenced in December 2016 and since then monthly market and individual performance reports have been distributed to Tourism NT and the participating attractions. The analysis facilitates a regular assessment or ‘barometer’ of performance and allows individual businesses and the State Tourism Organisation to better understand the ongoing trading conditions for the destination.