Research highlights NT events amplify economic outcomes

Independent research has revealed the impressive economic outcomes delivered by events supported by Northern Territory Major Events Company (NTMEC) on behalf of the Northern Territory Government.

The research found just 22 supported events that took place in 2021-2022 delivered a gross expenditure stimulus of $39.8 million to the Territory, plus an impressive 110,194 visitor nights. Events included the Darwin Fringe Festival, Chariots of Thunder, Katherine Ultra, Alice Springs Beanie Festival and Darwin Lions Beer Can Regatta. In total, NTMEC supported around 70 events during this time.

NTMEC Head of Events and Operations Coryn Huddy said the Territory’s diverse calendar of events continues to attract visitors from all over Australia, which has helped create lucrative outcomes for businesses in a range of sectors, including events, hospitality and tourism.

Huddy notes “many key factors contribute to strong tourism numbers, one being a vibrant events calendar. We pride ourselves on making the Territory a must-do events destination, especially when our world-class events are combined with unique tourism offerings.

The 22 events included in the research attracted 99,882 attendances, with 14,874 visitors motivated to travel to the host region specifically for the event.

They also delivered an average Net Promoter Score (NPS) of 63%. An NPS above 50 is deemed as ‘excellent’. 

Huddy said a key priority for NTMEC was to keep attracting interstate visitors to events right across the Territory. 

“Aside from the significant economic benefits, events are integral to the vibrant lifestyle that locals love and visitors come here to experience,” he said.

The research showed considerable support for the Northern Territory Government to continue supporting events. An average of 95.1% of survey respondents agreed it was a good investment. In addition, a total of 88.2% of survey respondents agreed the event they attended made them feel the Territory is an accepting and inclusive place.

The next round of the NTMEC Event Funding Program will open in early 2023. To be one of the first to know when, subscribe to the industry update via ntmajorevents.com.au/sign-up

Image: Darwin Lions Beer Can Regatta