Research shows Parrtjima 2022 to be another resounding success

Independent research conducted by NT Major Events reveals Parrtjima 2022 attracted a record attendance of 23,445 across the 10-nights from 8th-17th April 2022. This included 13,349 unique individuals, with almost 7,000 (6,947) from interstate.

The results come during NAIDOC Week, which celebrates Australia’s Aboriginal culture, and confirms the important role events such as Parrtjima play in connecting people with Aboriginal culture.

Just over 70% of interstate visitors travelled to Alice Springs specifically to attend Parrtjima, meaning they wouldn’t have visited the region if the event had not taken place. This was up from 4,120 in 2021.

Other impressive figures include:

• Parrtjima being responsible for generating a total expenditure stimulus of $14.7 million (up from $11.6 million in 2021), of which 81% ($11.9 million) was new money to the Territory.       

• Combined, Parrtjima visitors clocked up a total of 34,627 visitor nights in the Territory, including 26,683 in Alice Springs and 7,944 elsewhere in the NT.

• 47.7% of attendees said they were very likely to return to Parrtjima next year.

•  The attendee satisfaction rate was 8.4 out of 10 (up from 7.9 in 2021).

Northern Territory Minister for Major Events, Paul Kirby notes “anyone who was in the Red Centre around the time of Parrtjima could see for themselves how busy the town was, with hotels, hire cars and tourism experiences fully booked, and Todd Mall bustling with activity. The event itself was magic and offered a unique and incredible experience for locals and interstaters.

“This research shows investment in amazing events like this one benefits the Territory and its businesses. The level of attendee satisfaction at Parrtjima continues to climb every year and it means visitors will spread the word to help us continue to grow this great event."

Parrtjima 2023 will take place from 7th-16th April 2023, with the theme to be announced later this year, followed by another exciting program.

To find out more, visit www.parrtjimaaustralia.com.au

Image: Parrtjima Festival NT 2022.