NT HOLIDAYS DON’T STACK UP FOR MOST AUSTRALIANS
New research by leading brand performance organization, Brand Asset
Consulting reveals most Australians no longer appreciate the value of a Northern
Territory holiday. This has led to the NT dropping down the pecking order in
preferred holiday destinations and signaling a potential tourist drought.
The troubling news for NT Tourism comes from a survey carried out by BAC in
September. BAC interviewed more than 2000 Australian adults simultaneously in
Sydney, Melbourne, Perth and Brisbane and the results could make top end
tourism operators shiver.
Given a choice of nine different destinations, from Queenstown to Margaret
River, NT was voted ninth out of nine. (Gold Coast was voted favourite ahead of
Broome and Margaret River.)
When questioned about the likelihood of visiting NT in the next year, only eight
per cent said it was a possibility. And overall, the younger the adult, the less
likely they were to either rate or visit the Northern Territory.
David Evans, research director of BAC, said that the problem could get worse if
not addressed.
“Our research revealed that the low interest is compounded by the perception
that NT holidays are expensive, making the NT a difficult sell in a difficult market.
One in two men and two in three women cited cost as the main barrier to visiting.
In fact cost was a more important factor than all other barriers combined.”
A driving factor behind the idea of low value is a low understanding of what a NT
holiday might offer. Most people expect to explore the bush but, after that, less
than 50 per cent of Australians thought they could play on a beach, spend time
on the water or even enjoy interesting culture or cuisine.
Evans pointed out that there is a silver lining in the tourism cloud for Northern
Territory.
“Potential visitors would be much more amenable to the NT if they could access
more all-inclusive packaged holidays. This is as much about understanding the
real cost of a holiday and budgeting, as it is about convenience.
“Secondly, Australians need to be persuaded that the NT has much more to offer
than the outback experience.
“These are the “tipping point” issues that will boost NT Tourism visitor figures
from minor improvements to major gains in the domestic market.”
For further information:
David Evans
Brand Asset Consulting
+61 (0) 405 224 466 or 1300 272 319
David.Evans@bacaus.com.au
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