Research highlights role of Northern Territory’s major events in boosting local economy

Independent research has shown that six events delivered by Northern Territory Major Events Company (NTMEC) played a significant role in strengthening the local economy.

The six events were Red CentreNATS 2021, Million Dollar Fish Season 7, Parrtjima 2022, NRL 2022, BASSINTHEGRASS 2022 and the 2022 Darwin Triple Crown Supercars Indigenous Round.

Collectively, they were responsible for generating 276,239 visitor nights and delivered a gross expenditure stimulus of $117.7 million across the Territory. 

Together, the events recorded 135,441 total event attendances, with 55,530 attendees saying they were motivated to travel to the host region specifically for the event.

The events delivered an average Net Promoter Score (NPS) of 66.6%, meaning survey respondents were likely to recommend the events to a friend or colleague, and supported the equivalent of 614 full-time jobs.

The independent research also showed considerable support for the Northern Territory Government to continue investing in events delivered by NTMEC. An average of 95.2% of survey respondents agreed it was a good investment, while 94% agreed the event they attended provided a positive impact on the local community.

Attendee satisfaction was high for each of the events, at 8.4 out of 10, on average.

NT Minister for Major Events, Paul Kirby notes “It’s no secret the Territory is home to a portfolio of world-class events, and this new research backs up just how successful these events are.

“Staging events from the Top End right down to the Red Centre gives plenty of reasons for interstate visitors to add the Northern Territory to their travel itinerary, and we are thrilled with the results from major events held from 2021-2022.

“We know event tourism is crucial in growing our economy, supporting local businesses and putting the Territory in the spotlight.

“We look forward to building upon these incredible research results in 2022-23, and delivering premium event experiences that give visitors a reason to return, or to finally book their first Territory trip.”

Image: BASSINTHEGRASS 2022