Destination Management Plan Alice Springs and MacDonnell Ranges 2020 - Key Partners - Tourism NT
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Destination Management
Plan Alice Springs and
MacDonnell Ranges 2020
Key Partners
Front Cover: Trephina Gorge Nature Park – East MacDonnell Ranges Back Cover: Larapinta Trail in the Tjoritja / West MacDonnell National Park This Page: Ellery Creek Big Hole -Tjoritja / West MacDonnell National Park
Contents 1. The Alice Springs and MacDonnell Ranges Destination Management Plan 4 2. The Alice Springs and MacDonnell Ranges Region 18 3. Destination management planning 22 4. Trends in regional tourism 26 5. Stakeholder consultation 30 6. Visitor market analysis 36 Appendix A - Product development opportunities 45 Appendix B - Socio-economic profile 49 Appendix C - Key location descriptions 50 Appendix D - Alice Springs and MacDonnell Ranges Region visitor market 52 Appendix E - Tourism development planning in the Alice Springs and MacDonnell Region 56 Appendix F – Accessible Tourism 62
Owen Springs Reserve - west of Alice Springs
The Alice Springs and MacDonnell
1 Ranges Destination Management Plan
The Alice Springs and MacDonnell Ranges Region (the Region) The Alice Springs and MacDonnell Ranges Region make up a
is bordered by the Northern Territory (NT) regions of Barkly and significant portion of Central Australia and is characterised by
Big Rivers on its northern end, and the Lasseter region to the unique desert environments. Visitor experiences in the Region
south. The Region shares borders with Western Australia and focus on nature, Aboriginal culture, adventure, history and
Queensland on its far west and east. The Region includes the events.
Territory’s second most populated centre of Alice Springs, which
forms an important service point for communities and visitors A snapshot of the key tourism destinations and experiences
across Central Australia. Alice Springs is bordered by the East in the Region is shown in Figure 1, which also highlights the
and West MacDonnell Ranges and is surrounded by arid desert range of potential experiences to be addressed throughout the
environments. Region, as identified during stakeholder consultations (these are
marked in pink). The snapshot highlights the potential for the
The Alice Springs and MacDonnell Ranges Destination Region to expand its current tourism offerings by enhancing or
Management Plan (DMP) identifies key strengths and assets adding to the existing experiences and developing a sustainable
across the Region. The plan considers visitation demand insights, tourism industry.
existing planning and priorities for destinations in the Region
and stakeholder input. Actions have been identified to activate
opportunities, address gaps and prioritise product development
seeking to meet visitor demand while encouraging the
development of a sustainable tourism sector for the Region.
The Department of Industry, Tourism and Trade has invested in
destination management planning as part of a suite of actions
following the development and release of the NT’s Tourism
Industry Strategy 2030. Stakeholders’ contributions were
collected through direct engagement or survey response in
the consultation process. Stakeholder feedback has informed
the guiding principles for development of the Region’s tourism
industry and supported analysis and design of the DMP.
4
Tanami Desert
Binns Track
Ti Tree
Yuendumu
Gemtree Plenty Highway
Papunya
Hale River
Homestead
Ikuntji/Haasts Bluff Arltunga Historical Ruby Gap Nature
East MacDonnell
Reserve Park
Tjoritja – West MacDonnell Ranges NP Ranges
Trephina Gorge
Nature Park
Ross River
Resort
Glen Helen Lodge Alice Springs
Owen Springs
Reserve
Mereenie Loop
Ltyentye Apurte/
Ntaria/
Santa Teresa
Hermannsburg
Stuarts Well Rainbow Valley
Binns Track
Reserve
Finke Gorge NP
Figure 1 - Alice Springs and MacDonnell Ranges
5
tourism experiences
Tourism is an important industry In 2017/18, the Region received Visitors to the Region travelled by
for the Region, contributing an average of private vehicle (including rental car,
motorhome or campervan) and air
$324 million 451,000 travel in almost equal proportions,
accounting for
to the Region’s economy
overnight visitors,
in 2017/18 and employing
approximately
the majority of which 46% and 43%
of all trips to the Region3
7% (73%) respectively,
suggesting that the Region’s
of the working were Australian
access and attraction strategies
population1 domestic travellers2 need to be equally targeted for the
drive and air travel markets.
Tourism in the neighbouring NT regions
The Alice Springs and the MacDonnell Ranges Region is an important contributor to tourism
in the NT, being an attraction for travellers in other tourism regions of the NT. Table 1 below
indicates outside of the Lasseter Region less than 30% of overnight visitors travel to another
region, thus suggesting the Region is working as an end destination for many visitors to the NT.
Table 1 - Travel occurring between the Alice and MacDonnell Region and other regions of the NT,
percentage of overnight visitors
Region Visitor To Alice and MacDonnell From Alice and MacDonnell
International 27 27
Greater Darwin
Domestic 10 25
International 44 11
Kakadu and Arnhem Land
Domestic 17 7
International 43 12
Big Rivers
Domestic 31 15
International 78 9
Barkly
Domestic 78 28
International 52 73
Lasseter
Domestic 45 44
Source - Tourism NT, Regional Profiles
1
Tourism Research Australia, Regional Tourism Satellite Account 2017-18: Alice Springs and MacDonnell
2
Tourism NT, Regional Profile: Alice Springs and MacDonnell, year ending June 2018.
3
Tourism NT, Regional Profile: Alice Springs and MacDonnell, year ending June 2018.
6
Access to the Region includes road, rail and air travel routes. Notable drive journeys offered to visitors in the Region are listed in
Table 2.
Table 2 - Road access and connections in the Alice Springs and MacDonnell Ranges Region
Route Contributes to tourism in the Region, as: Key destinations of the Region on the route
Alice Springs, Ti-Tree, Stuarts Well Roadhouse,
Stuart Highway (also known as the The primary connection of northern and
Rainbow Valley Conservation Reserve, Owen
Explorers Way) central NT and SA
Springs Reserve
Plenty Highway (also known as the
A drive linking to QLD Gemtree
Outback Way)
Ltyentye Apurte/Santa Teresa, Ross River
Resort, Gemtree, East MacDonnell Ranges,
Binns Track A unique four-wheel drive experience
Arltunga Historical Reserve, Hale River
Homestead
A remote road journey travelling through
Tanami Road Central Australia
Tanami Desert, Yuendumu, Tilmouth Well
The connection to Hermannsburg and links to
the Mereenie Inner Loop/Namitjira Drive for Ntaria/Hermannsburg, Owen Springs Reserve,
the West MacDonnell Ranges. Continues as an Finke Gorge National Park, Tnorala (Gosses
Larapinta Drive/Mereenie Loop Road non-bituminised connection between Lasseter Bluff) Conservation Reserve, Glen Helen
and Alice Springs and MacDonnell regions (part Lodge, Tjoritja/West MacDonnell National Park
of the Red Centre Way)
Alice Springs, Tjoritja/West MacDonnell
Namatjira Drive The connection to West MacDonnell Ranges
National Park
Alice Springs, East MacDonnell Ranges, Ross
Ross Highway The connection to East MacDonnell Ranges
River Resort
Several common experiences and attractions support linkages across the Alice Springs and MacDonnell Ranges Region and other
regions in the NT, as shown in Table 3. These connections act both as unique attractions for the Region, as well as attractions that
support visitation across NT tourism regions.
Table 3 - Common experiences and attractions in the NT regions
Greater East Arnhem Alice and
Attraction Kakadu Big Rivers Barkly Lasseter
Darwin Land MacDonnell
World War II history • • • •
Pioneering history • • • • • •
Aboriginal cultural tourism
and the NT Arts Trail • • • • • • •
The Ghan train journey • • •
Drive journeys • • • • • • •
Bird watching • • • • • • •
Parks and natural
attractions • • • • • • •
Sporting & adventure
activities • • • •
Hiking • • • • •
Legend
• Nature-based offerings • Transport journey offerings
• Aboriginal cultural offerings • History and heritage offerings
7
Destination management planning for the
Alice Springs and MacDonnell Ranges Region
A comprehensive study of the current and potential state of the tourism industry for the Alice Springs and MacDonnell Ranges
Region was undertaken. This study has focused on understanding the current market; available and potential tourism experiences
in the Region; opportunities for sustainable growth in the industry; and industry stakeholders priorities. This analysis highlights
that the Region has highly rated visitor attractions which align closely to drivers of regional tourism visitation and has opportunities
to further develop the range of products and experiences available to travellers in the Region. Identified barriers to sustainable
tourism industry development for the Region focus on air travel accessibility to the Region, social and economic challenges, and
tourism operator capacity to develop the tourism industry.
Guiding principles
Stakeholders across the Region welcomed the development
of the tourism industry, and identified that approaches to
development efforts should be guided by the following
principles:
• Delivering authentic experiences
• Celebrate and share desert culture
• Provide quality experiences and service
Comparative advantages Extensive quality
The Alice Springs and MacDonnell Ranges Region has unique
strengths that have motivated visitation to the Region and adventure
experiences;
can be leveraged to further support the development of the
Region’s tourism industry. Comparative advantages for the
Region‘s tourism industry include:
the Region is recognised as a quality destination
The quality, quantity for soft adventure tourism experiences particularly
sporting experiences including hiking and mountain
biking.
and diversity of natural
attractions of the Region; The hospitality and
the Alice Springs and MacDonnell Ranges Region is uniqueness of the
Region;
recognised for its unique and striking natural attractions
from arid deserts to mountainous ranges and outback
swimming experiences.
visitation and industry stakeholders feedback
Authentic Aboriginal highlights that the range of unique community events
in the Region are a key attraction for visitors and
residents alike.
cultural attractions and
experiences;
Alice Springs and the MacDonnell Ranges Region attracts
a significant proportion of visitors seeking to engage in
Aboriginal tourism, including 57% of visitor nights in Alice
Springs being connected to Aboriginal tourism visitation.
8
Destination awareness Approach to developing visitor
Trade partners, national operators and visitor trends indicate experiences in the Region
high levels of destination awareness exists for the Region, this
is closely associated with the Red Centre brand, which also Several opportunities exist to develop the tourism industry in
incorporates the Lasseter Region. the Alice Springs and MacDonnell Ranges Region, through a
focus on product development, destination development and
Industry stakeholders have identified an opportunity and capacity building over the next 10 years. To support a strengths-
confirmed a desire to develop a unique identity for the Region, based approach to development, the DMP works to leverage
which speaks to the adventure tourism offering and leverages the Region’s unique comparative advantages, and strengths in
off that success of adventure sporting activities including the visitor market, while concurrently developing systems and
the Larapinta Trail and mountain biking in the Region. While investing in the structures that enable the tourism industry to
opportunities to develop a distinct identity are recognised, develop sustainably. Recent recognition of the size and diversity
the value of collaborative promotion of the Region with the of the accessible tourism market is an example of how an
neighbouring Lasseter Region is broadly recognised and opportunity to progress the Region will utilise multiple tools to
supported by stakeholders. meet market needs.
Stakeholders identified a need to build capacity among small To meet these needs, this DMP utilises the following tools to
industry operators to contribute to regional identity awareness support sustainable growth.
and destination marketing initiatives for the Region.
No cohesive identity for the Region was identified during the
consultation process, and further exploration of this would
be necessary to establish a unique positioning to support
destination marketing for the Region.
To best leverage To maximise the
the value of the Strategic efficient and
Region’s assets product Facilitate effective use
and effectively of resources in
engage target packaging collaborative the Region to
visitor markets. and action advance tourism
marketing outcomes.
To build the To establish
quality and resilience and
$
quantity of Investments Capacity capability in the
tourism product industry to deliver
in the Region. attraction building quality tourism
initiative activities experiences
and support
continuous
improvements.
Ooraminna Station Homestead - south of Alice Springs
9
Industry gaps and opportunities
The Region offers significant natural and Aboriginal cultural experiences to visitors, the visitor experiences in the Region are also
well aligned to the current demands in the visitor market. The Region is an important connection for visitors to the neighbouring
Lasseter Region, and draws visitors from other Regions in the NT, making it an important contributor to tourism across the Territory.
In addition, opportunities exist to encourage the further development of capacity and capabilities of industry operators to support
sustainable growth across the industry over the long term. An analysis of the opportunities and gaps identified in the Region’s
tourism industry, and approaches to maximising these opportunities or minimising gaps is summarised in Table 4.
Table 4 - Current opportunities and gaps in the Alice Springs and MacDonnell Ranges Region tourism
industry
Approach to addressing
opportunities and gaps
Development of the proposed National Aboriginal Art Gallery and National
Investment attraction initiatives
Indigenous Cultural Centre in Alice Springs
Build on visitor satisfaction and market opportunities in soft adventure experiences Investment attraction initiatives and
in the Region capacity building activities
Opportunities to progress
High demand for Aboriginal and nature-based tourism offerings among Australian Investment attraction initiatives and
and international visitors capacity building activities
Strategic product packaging and
Leverage attractiveness of the Region’s unique community hospitality and events marketing and facilitate collaborative
action
Capacity for product development leveraging the natural, cultural and historical Investment attraction initiatives and
assets of the Region, to meet the needs of the current market demand. capacity building activities
Maximise strategic planning, investment in tourism and infrastructure, government
Facilitate collaborative action
services, and stakeholder capacity in the Region
Strategic product packaging and
Leverage attractiveness and visitor satisfaction with tour activities in the Region marketing and facilitate collaborative
action
Strategic product packaging and
Further develop and expand the early success of event tourism and experiences in
marketing and facilitate collaborative
the Region
action
Coordinate land access for prospective investors and developers Investment attraction initiatives
Cost of air-travel deterring visitor dispersal to Alice Springs Investment attraction initiatives
Effect of social and economic challenges on regional tourism Capacity building activities
Establish quality offerings from fresh food to unique culinary experiences focused Capacity building and investment
on provenance attraction initiatives
Gaps to address
Visual appeal and capacity for tourism industry development in the Alice Springs
Investment attraction initiatives
central business district
Mechanisms for engagement and collaboration between Government, Land
Facilitate collaborative action
Councils, industry and prospective investors
Limited business development capacity among industry operators, including
Capacity building activities
identifying and applying for funding, marketing and product packaging
Strategic coordination and delivery of infrastructure supporting tourism (signage,
vehicle turning points, vehicle parking, rest stop, waste services, internet and Facilitate collaborative action
communications)
Limited existing capacity and the lack of planning and strategic consideration for Capacity building and investment
supporting accessible tourism in the Region attraction initiatives
Poor satisfaction ratings and perceptions of the accommodation standard in Alice Capacity building and investment
Springs attraction initiatives
10Action plan
To ensure the sustainable development of the Region’s tourism industry, a focus on capacity building; collaborative action; strategic
product packaging and marketing; and investment attraction is recommended. A plan for the activation of these four tools through
strategic actions in partnership with multiple stakeholders in the Region is outlined below.
Capacity building activities
The sustainable development of the tourism industry in the Region will be dependent on the capacity of the many industry operators in the
Region to facilitate a range of initiatives that support industry development, such as the delivery of quality experiences and service, marketing
and communications, funding and investment attraction. Opportunities to build capability across industry and the destination to enhance
social, economic and industry outcomes were identified during the destination management planning process.
Why is this a priority?
• 61% of the Region’s tourism businesses consist only of their owners or four or fewer employees4
• NT destination satisfaction survey data identified visitors rate food and hotels in the Region as satisfactory, highlighting opportunities for
improvement
• Aboriginal tourism experiences offer the potential to support the sustained development of the Region’s tourism industry, if supported
through capacity building endeavours.
Leads: Partners: Actions: Outcomes:
1. Department of Industry, Tourism and
Trade (DITT) in collaboration with Tourism
Central Australia (TCA), Industry Skills
Advisory Council NT (ISACNT) and Hospitality
TCA, Hospitality NT, • Enhanced skill and capacity of tourism operators
DITT NT to complete an assessment and deliver
ISACNT to meet industry standards.
a suite of targeted skills development and
capacity building training services to tourism
operators in the Region (including Regional
and Town Councils).
2. Tourism NT (TNT) to continue to invest in • Enhanced awareness among tourism operators
ReviewPro or similar data collection tools of visitor expectations and satisfaction ratings.
TNT TCA, Hospitality NT and work collaboratively with TCA and • Improved satisfaction of visitors to the Region.
Hospitality NT to support the development • An annual visitor satisfaction score card.
of industry standards using data insights.
3. Tourism NT in partnership with the NT
Aboriginal Tourism Committee (ATC), Project
Implementation Team (PIT) and industry to • Increased quantity and quality of Aboriginal
TNT ATC, PIT
continue to implement the NT Aboriginal tourism products in the Region.
Tourism Strategy to build capacity across the
Aboriginal tourism sector.
4. Arts NT in partnership with the ATC to • Action plan to maximise the outcomes from the
ATC, Art Centres,
Arts NT re-evaluate the NT Arts Trail with the aim to NT Arts Trail.
TNT
identify approaches to deliver this initiative.
• Enhanced accessibility of tourism experiences in
5. Tourism NT to work with industry to the Region.
TNT implement self-assessment and rectify • Increase visitation, consumption and experiences
accessibility barriers in their operations. in the Region.
6. DITT in collaboration with the Regional
Regional & Town • Clear career pathways to lead to ongoing job
and Town Councils to develop a community
DITT Councils, TNT, ATC, opportunities.
driven Aboriginal training institution in Alice
PIT
Springs and MacDonnell Ranges.
4
Tourism Research Australia, 2019, Tourism Businesses in Australia.
11Facilitation of collaborative action
A range of stakeholders are contributing to the outcomes of the tourism industry in the Region. Systems and processes which enable
effective coordination and collaboration across stakeholder cohorts will enhance the likelihood of efficient use of resources, through
realisation of opportunities to share resources, obtain information that supports effective planning, and reduction in duplication and waste.
In addition, stakeholders have identified the need to enhance collaboration and opportunities which arise through events in the Region, and
through product packaging with operators in the Lasseter Region.
Why is this a priority?
• Multiple stakeholders are required to coordinate services and infrastructure critical to the visitor’s experiences in the Region, such as
those experiences in the West MacDonnell Ranges
• Industry stakeholders engaged in consultation have expressed a desire to have greater engagement between operators, with
government agencies and Tourism Central Australia to develop tourism outcomes.
Leads: Partners: Actions: Outcomes:
1. Tourism NT to establish a Project
Implementation Team (PIT) to deliver,
TNT PIT • Coordinated implementation of the DMP.
monitor and evaluate the agreed actions of
the DMP.
2. Tourism NT in partnership with the • Increased investment in communications
PIT to prioritise tourism communications infrastructure across the NT.
TNT PIT
infrastructure to address ‘black-spots’ in the • Improved visitor safety and ability to share and
Region. promote the Region via social media.
3. Department of the Chief Minister and
Cabinet (DCM&C), Tourism NT, ATC and
the Central Land Council (CLC) to work • Action plan to improve the coordination of
DCM&C TNT, ATC, CLC
collaboratively to review and address Aboriginal land access in the Region.
barriers to the coordination of Aboriginal
land access in the Region.
4. PIT to work within their agencies to • Reduced confusion within industry on the
coordinate grant programs to increase multiple grant programs.
TNT PIT
efficiency and ensure leveraging of common • Enhanced outcomes for the funding available.
goals.
5. Regional and Town Councils to prioritise
maintaining thoroughfares and central
public facilities in an effort to create
‘welcoming public spaces’ across the Region.
Regional Tourism NT, Department of Infrastructure, • Enhance visitor perceptions of safety and
TNT, DIPL, DCM&C, security.
and Town Planning and Logistics (DIPL), DCM&C and
DTFHC
Councils Department of Territory Families, Housing • Enhance visitor experience.
and Communities (DTFHC) to provide
support to funding applications that will
increase community safety, pride and a
welcoming feel.
6. Establish sub-region/sector action and • Better coordination between regional operators.
TCA DITT, TNT advocacy groups e.g. the West MacDonnell
operators group.
12Strategic product packaging and marketing
Early success in the development of adventure experiences in the Region, the growth of event experiences, and the changing nature of
the Region’s relationship with the neighbouring Lasseter and Barkly regions act as a catalyst to reconsider a distinct regional identity and
destination marketing approach for the Region. Further targeted marketing and product packaging investment is proposed across the
industry to address the challenge of high cost air travel to the Region.
Why is this a priority?
• The success of adventure experiences in the Region could be leveraged to build a targeted regional identity for the Region
• The cost of air access to the Region is a barrier to broader visitor dispersal and warrants targeted marketing and product packaging
strategies
• The changing relationship between the Lasseter and Alice Spring and MacDonnell Ranges regions is a catalyst to consider marketing
activities between the regions.
Leads: Partners: Actions: Outcomes:
1. Tourism NT to work with airline operators
• Increased visitation to the Region through air
TNT Airlines to develop a strategy to enhance air access
travel.
to the Region.
• Enhanced number and range of experience
packages for the Region.
• Increase visitation, consumption and experiences
2. TCA to facilitate packaging of tourism in the Region.
TCA TNT
experiences in the Region.
• Enhanced skill and capacity of tourism operators
to develop product packages.
3. Tourism NT to continue to deliver a ‘Drive • Increase visitation, consumption and experiences
Strategy’ building a strategic approach by the drive markets in the Region.
to investment in road infrastructure and
TNT PIT, DIPL • Action plans for the coordination of waste,
linkage of tourism priorities. The PIT to be
signage and infrastructure.
part of the consultation and have ongoing
input into the delivery.
• Enhanced regional identity awareness among
visitor markets.
4. Tourism NT, TCA and industry to support • Increase visitation, consumption and experiences
TNT TCA, DITT, PIT destination awareness and promote the in the Region.
Region’s identity. • Enhanced skill and capacity of tourism operators
to market and promote tourism experiences.
5. Tourism NT to support the history and
heritage sector to realise the tourism
Heritage National Trust, TNT, potential of historical sites. Heritage NT • Increase visitation, consumption and experience
NT PIT and National Trust to continue to assist in the Region.
communities in maintaining and protecting
key heritage assets in the Region
13Investment attraction initiatives
The Region has successful tourism product offerings and a number of product opportunities which require development, or enhancement to
enable a higher quality product offering through private investment.
Why is this a priority?
• Identified as a core priority in the NT’s Tourism Industry Strategy 2030, targeted investment in the NT’s product and regions will drive
significant increases in visitation and stimulate further investment in experiences.
• Stakeholder plans and activities to develop the destination present an opportunity to be leveraged by the tourism industry.
• Visitor satisfaction surveys indicate only satisfactory assessment of food and hotel offerings in the Region.
• A number of product development opportunities align to experiences resulting in visitor satisfaction such as Aboriginal culture and nature
experiences.
• Enhanced access by sealing of the Mereenie Loop and Outback Way.
Leads: Partners: Actions: Outcomes:
1. Building on opportunities identified in
the DMP, DITT and DCM&C in partnership • Establishment of a structured approach to
DCM&C, TCA, with TCA, Hospitality NT, Tourism NT and tourism investment attraction and coordination
DITT Hospitality NT, TNT, industry, to develop a portfolio of product in the Region.
PIT opportunities and engage across the public • Increased tourism investment in the Region.
and private sector to establish a pipeline and
investment prospectus
2. The PIT to develop and maintain a • A prioritisation matrix to inform the DITT and
formalised framework for the articulation DCM&C investment pipeline framework.
TNT PIT
and development of investment initiatives in
the Region.
• Increased quantity and quality of tourism
experiences in the Region.
3. Align industry support and grant funding
TNT DITT, PIT • Tourism NT grant programs aligning with DMP
programs outcomes with DMP priorities.
priorities.
• Enhanced accessibility of tourism experiences in
4. The PIT and Government agencies to the Region.
consider accessibility, when providing
TNT PIT • Increase visitation, consumption and experiences
comment, or allocating funding to
in the Region.
investment initiatives or grant rounds.
5. PIT to facilitate improved processes within
TNT PIT the respective organisations to expedite • Increased tourism investment in the region.
investment opportunities.
Acronyms
ATC - Aboriginal Tourism Committee DTFHC - Department of Territory Families, Housing and Communities
CLC - Central Land Council ISACNT - Industry Skills Advisory Council NT
DCM&C - Department of the Chief Minister and Cabinet PIT - Project Implementation Team
DIPL - Department of Infrastructure, Planning and Logistics TCA - Tourism Central Australia
DITT - Department of Industry, Tourism and Trade TNT - Tourism NT
DMP - Destination Management Plan
14Product development opportunities
In consultation with stakeholders, priority product development opportunities have been identified to support the sustainable
development of tourism in the Region. A complete list and assessment of these opportunities is detailed in Appendix A. With
consideration of industry insights, prioritisation of high impact and attainable opportunities that will facilitate the broadest impacts
on the development of the Region’s tourism industry across the Region are listed in Table 5.
Table 5 - Priority product development opportunities in the Alice Springs and MacDonnell Ranges Region
Level of Estimated
Product Current
Product opportunities stakeholder scale of Possible action
status status
support investment
Establish the National Aboriginal Art Gallery
New Extensive Planned High Finalise and implement plans
(NAAG)
Establish the National Indigenous Cultural
New Extensive Planned High Finalise and implement plans
Centre
Establish a new contemporary visitor
Identified
information centre with possible commercial Existing Broad Medium Project assessment
opportunity
collaboration opportunities
Consolidate and expand the business and
Identified
Alice Springs
leisure event infrastructure and experience Existing Broad Low - medium Business case
opportunity
offer
Develop new and support the upgrade of Identified Development of a coordinated approach
Existing / New Extensive Low - medium
cultural and heritage tourism experiences opportunity with prioritisation
Develop new products that further enhance
Identified
tourism experiences between and including Existing Extensive Low - medium Market assessment
opportunity
the Telegraph Station, NAAG and CBD
Expand mountain biking experiences and
Existing Extensive Planned Medium As per the MTB Master Plan
services
Establish and improve quality accommodation Identified
Existing / New Broad High Market assessment
offerings in Alice Springs. opportunity
Seal the Mereenie Loop Road to better
Identified
connect Watarrka & West MacDonnell Existing Extensive High Investment case
Alice Springs and MacDonnell
opportunity
National Park
Ranges Region
Identified
Develop night time tourism experiences Existing / New Extensive Low – medium Market and feasibility assessment
opportunity
Develop experiences that service the
Identified
knowledge and education sectors New Extensive Low – medium Knowledge and Education action plan
opportunity
expectations
Develop the Stuart Highway WWII and Identified
Existing Concentrated Medium Market assessment
pastoral history journey experience opportunity
Establish a walking trail linking Ntaria/
Gorge
Finke
Identified
Hermannsburg to the Finke Gorge National New Concentrated Medium Market assessment
opportunity
Park
Identified
Expand Aboriginal cultural experiences New Concentrated Low - Medium Grant and funding initiatives
opportunity
Hermannsburg
Ntaria/
Develop the Namitjira Art Gallery in Ntaria/ Identified
New Broad High Market assessment and investment case
Hermannsburg opportunity
Finalise the redevelopment of the
Existing Extensive Planned Activity High In progress
Hermannsburg Historic Precinct
Establish an iconic, sustainable and in
West MacDonnell Ranges
Identified
landscape accommodation facility in the West New Extensive High Market Assessment
opportunity
MacDonnell Ranges
Tjoritja/
Develop a hub for world class adventure
Identified
experiences set within the MacDonnell New Extensive High Market Assessment
opportunity
Ranges
Finalise the Red Centre Adventure Ride Existing Concentrated Planned Activity High In progress
Complete the sealing of the Outback Way
Plenty
Hwy
and upgrade the wayside facilities and Existing Extensive Planned Activity High In progress - Investment case
experiences
Legend Level of stakeholder support Estimated scale of investment ($AUD)
Nature-based offerings Concentrated Local community, individual or single Govt. agency High +1 million
Aboriginal cultural offerings Broad Community + others, or multiple agencies Medium 0.1 – 1 million
Drive – journey offerings Extensive Community, Govt., multiple agencies and/or industry Low 0 – 100,000
History and heritage offerings
Quality facilities
15Implementation, monitoring and
evaluation
Tourism NT will lead the Project Implementation Team (PIT) who
will be responsible for the implementation of the DMP. The PIT
consists of representatives from:
• Tourism Central Australia
• Central Land Council
• Alice Springs Town Council
• MacDonnell Regional Council
• Central Desert Regional Council
• Department of the Chief Minister & Cabinet
• NT Department of Infrastructure, Planning and Logistics
• NT Department of Industry, Tourism and Trade
• NT Department of Environment, Parks and Water Security
• NT Department of Territory Families, Housing and
Communities.
The 10 year timeframe for the DMP establishes a need for
regular monitoring and evaluation of the effectiveness of the
plan in supporting industry growth. This will include annual
progress reports and an annual review score card. To enhance
tourism outcomes in the Region it will require alignment and
collaboration across the public, private and community sectors.
Reviews of the DMP every two years will ensure stakeholders
from the tourism sector as well as stakeholders from all sectors
are involved in providing feedback and contributing to a
sustainable tourism sector for the Region.
16Anzac Hill - Alice Springs
17Hermannsburg Historic Precinct – Ntaria / Hermannsburg
The Alice Springs and MacDonnell
2 Ranges Region
The Alice Springs and MacDonnell Ranges Region make up a significant portion
of Central Australia, an area characterised by its unique environment, including
arid desert; mountain ranges; water holes; red sands; desert flora and fauna, and
connection to Aboriginal culture and community.
Introduction
Tourism is one of the most Tourism has ongoing importance for the NT, being identified as one of five growth
valuable industries contributing sectors in the NT Economic Development Framework (EDF).
to the NT economy. In the NT in
2017/18 tourism contributed: To secure the future prosperity of the tourism industry in the NT, NT’s Tourism
Industry Strategy 2030 (the Strategy) was developed. The Strategy identifies the need
$1.2 billion
to establish Destination Management Plans (DMPs) for regions in the NT as part of a
systematic and sustainable approach to the growth of the industry.
direct Gross State Destination management planning aims to:
Product (GSP) • Identify key strengths and assets for each region
• Recommend actions to activate opportunities, address gaps and identify
potential investments in order to meet visitor demand6.
$1.2 billion Tourism NT has initiated destination management planning in the NT tourism regions
of:
indirect (GSP)
• Big Rivers (Katherine-Daly)
• Barkly
9,700 •
•
Alice Springs and MacDonnell Ranges
Lasseter.
direct jobs
The Alice Springs and MacDonnell Ranges Region DMP offers a strategic, strengths-
based approach to development of the tourism industry over the next 10 years.
7,400
indirect jobs5
5
State Tourism Satellite Account, Tourism Value to the NT
6
Tourism NT, NT’s Tourism Industry Strategy 2030
18The Alice Springs and MacDonnell Figure 3 - Alice Springs and MacDonnell insert map
(not to scale)
Ranges Region
The Region covers a vast area of land in Central Australia,
extending across the width of the Territory and incorporating
much of the land in the middle of the Territory.
Tanami
•
Figure 2 and 3 shows the Alice Springs and MacDonnell Ranges
Region alongside the other tourism regions of the NT.
MacDonnell
Figure 2 - NT Tourism regions Ti Tree
Yuendumu •
•
Papunya
Litchfield •
Tjoritjja/West
Kakadu Arnhem • MacDonnell National • East MacDonnell Ranges
Ikuntji/ Park
• Haasts Bluff
Galiwinku
Maningrida! • • Nhulunbuy Alice Springs •
• • Ltyentye Apurte/ Santa Teresa
Darwin Ntaria/Hermannsburg •
Jabiru Litchfield Finke Gorge National Park •
• Rainbow Vally
Kakadu Arnhem • Conservation Reserve
Adelaide River
•
• Daly River •
Alyangula
• Wadeye Katherine
•
Limmen
Katherine •
Daly Borroloola
Socio-economic profile
Daly Waters •
•
Alice Springs’ estimated resident population in 2019 was 26,390,
Elliott
•
representing 10.7% of the NT’s total population7. Between the
years 2011 and 2016, the population of Alice Springs decreased
Barkly by a total of 1.7%7. Poor population growth is a trend seen
•
Tennant Creek Barkly
Homestead
across the NT.
Tanami •
•
Devils
Marbles The MacDonnell Ranges Region population is estimated to be
•
6,753; however as this population is spread across the tourism
Barrow Creek regions of Lasseter and Alice Springs and MacDonnell Ranges, a
•
MacDonnell specific figure for the population is not known.
Ti Tree
Yuendumu •
•
The Region is an important contributor to the NT economy,
Haasts Bluff
hosting 27% of the Territory’s registered businesses (4,025 in
•
Alice Springs • Alice total), and generating 9% of the Territory’s Gross State Product
Springs (GSP) in 2019 (totalling $2 billion)8. According to economy.id,
the leading industries in the Region in 2018/19 by value were:
•
Kings Canyon
Lasseter
•
Yulara
•
Finke Health care and social assistance ($439 million)
•
• Public administration and safety ($274 million)
• Education and training ($178 million)9.
Source - TRA, Tourism Region Maps, NT.
Comparatively, Tourism Research Australia’s Regional Tourism
Satellite Account, which considers the economic impacts of
tourism across the economy, highlights that the tourism industry
contributed approximately 16% of the Gross Regional Product
(GRP) ($324 million) and employed 1,755 people (directly and
indirectly) in 2017/1810.
More detailed information discussing the Region’s socio-
economic profile can be found in Appendix B.
7
Profile.id, Alice Springs Town Council LGA: About the profile areas.
8
Economy.id, Alice Springs Town Council LGA: Gross Regional Product
9
Economy.id, Alice Springs Town Council LGA: Value Added
10
Tourism Research Australia, Regional Tourism Satellite Accounts: Alice Springs and MacDonnell
19Tourism Nature
offerings in The East and West MacDonnell Ranges
each stretch 150 km to the east and
the west of Alice Springs. The ranges
the Region are a key visitor attraction, offering
bush walks, gorges, mountain biking,
swimming and wildlife. Within the
The Region is associated with being
ranges are various nature parks and
the heart of the Australian outback,
conservation areas, and many areas
a destination where visitors can
which are only accessible by 4WD.
experience nature, Aboriginal culture,
Camping is available throughout the
adventure, history and events.
Parks.
Destinations Events
of the Region Alice Springs has developed several
events of significance, contributing to
visitation and the development of the
Multiple destinations across the Region tourism industry and helping establish
contribute tourism offerings. Key an identity connected to unique events.
locations currently engaged in the A wide range of events are hosted in
tourism market include: Alice Springs including celebrations
of music, art, culture, sports and
• Alice Springs
community. Unique community events
• Tjoritja/ West MacDonnell National
include the Beanie Festival, FabAlice,
Park
and the Henley on Todd (a boat race
• East MacDonnell Ranges
held on the dry bed of the Todd River).
• Tanami Desert Notable Aboriginal arts and cultural
• Ntaria/ Hermannsburg events in the Region include the
• Ti Tree Parrtjima - A Festival in Light and Desert
• Rainbow Valley Conservation Reserve Mob exhibition. Important sports and
• Ltyentye Apurte/ Santa Teresa adventure events in the Region include
• Finke Gorge National Park the Finke Desert Race, Red CentreNATS,
• Ikuntji/ Haasts Bluff Masters Games and Outback Cycling
Easter. The Wide Open Space Festival
• Yuendumu
and Desert Song Festival offer a
• Papunya celebration of music.
A summary of each of the key
destinations in the Region is outlined in
Appendix C.
20Adventure History and
The Region offers a variety of
adventure activities that can appeal
to a diverse demographic. The area’s
heritage
landscape provides ideal mountain Alice Springs and the surrounding
biking conditions, which are easily area has a rich pioneering history,
accessible from Alice Springs. The area dating back to the gold rush of the
also has the Larapinta Trail, a variety 1880s. 115 km east of Alice Springs,
of 4WD trails and organised activities Arltunga Historical Reserve marks the
such as camel riding, hot air balloon and site of Central Australia’s first official
scenic flights available. Early success has town. 130 km in the other direction,
been reported in adventure tourism in Hermannsburg offers visitors insights
the Region, particularly participation into an early Lutheran mission. Closer
in mountain biking and hiking, with to Alice Springs, the 1870s Telegraph
interest and opportunities to expand Station provides a look into early settler
these offerings highlighted by industry life. The Ghan train journey through
stakeholders. Central Australia is named for and
celebrates the history of pioneers in
Australia, supported by cameleers
to explore and survive the harsh
desert conditions. Alice Springs also
has a range of sites exploring Central
Australia’s role in Australia’s World War
Aboriginal II history.
culture
Alice Springs and the MacDonnell
Ranges are the traditional lands of
the Arrernte people. Their continuing
connection to land and culture provide
many opportunities for Aboriginal
tourism. Aboriginal cultural experiences
in the Region include the Yeperenye
(caterpillar) origin story of the
MacDonnell Ranges, Aboriginal rock art,
the Arrernte people’s stories, arts and
cultural centres, as well as tours and
events.
Pyndan Camel Tracks - Alice Springs
21Mountain biking in the Red Centre – Alice Springs 3 Destination management planning The Alice Springs and MacDonnell Ranges Region Destination Management Plan (DMP) aims to guide the sustainable growth of the tourism industry in the Region and the Territory more broadly. The Plan considers the Region’s tourism products, visitor trends and expectations, and contributing social and economic factors for tourism planning, to enable a holistic and strategic approach to growth of the industry over the next 10 years. Introduction Destination management planning is a comprehensive approach to regional tourism development, accounting for social, economic and ecological factors in the destination. It considers the interrelatedness of these factors and their relationship to tourism outcomes. Destination management is an ongoing process that allows private industry, government and communities to work together to define a unified vision for a destination, plan to achieve the industry’s desired future, and manage the desired outcomes for a destination. The Alice Springs and MacDonnell Ranges Region DMP presents an important opportunity to engage in long term planning for the sustainable growth of the industry in the Region. 22
Theory of destination Collaboration in destination
management planning management
Tourism can be an economic driver, contributing to the growth Multiple governing bodies and authorities have an interest and
and development of a Region through job creation, investment role in the development of tourism in the Region and have made
attraction, and infrastructure development. Equally important investments in tourism infrastructure and services. An important
are the social benefits delivered from tourism, such as added role of the DMP is to identify and coordinate tourism industry
vibrancy and the lifestyle benefits that attract visitors and and cross sectoral development initiatives across the Region, to
residents alike. maximise the impact of this activity for tourism, as well as avoid
duplication and inefficiencies limiting destination outcomes.
Destination management ensures that tourism is cohesively
integrated into the economic, social, cultural and ecological The development of the DMP sought to actively engage a broad
fabrics of a community, by considering tourism growth range of stakeholders, including those outside of the tourism
holistically, through a regional lens and over a long-term industry that contribute to the development of destinations.
timeframe. Key stakeholder groups included:
The guiding approach utilised in the development of the • Alice Springs Town Council
Region’s DMP includes: • MacDonnell Regional Council
• Defining the destination and its access points
• Central Desert Regional Council
• Understanding the market and offerings
• Central Lands Council
• Engaging stakeholders to consider the vision for the future
• Alice Springs Chamber of Commerce
of the destination • Ngurratjuta/Pmara Ntjarra Aboriginal Corporation
• Using a clear, structured and well communicated process to • Business, community and representative organisations
engage all stakeholders in the delivery of the vision • NT Department of the Chief Minister & Cabinet
. • NT Department of Industry, Tourism and Trade
Imperative for destination • NT Department of Environment, Parks and Water Security
management planning A range of guidelines, plans and agreements establishing the
vision, focus and plans for destinations in the Region have been
The NT’s Tourism Industry Strategy 2030 (the Strategy) highlights considered in this study, to identify opportunities to leverage
the value of investment in key attractions and regions, for collective action, and support the strategic investment and
the development of the Territory’s regions and ultimately the allocation of resources in the Region. A discussion of key plans is
growth of tourism in the Territory. provided in Appendix D.
Increased investment by government and the private sector,
targeting the Territory’s products and regions which have the
capacity to drive visitation, is a core tenant of the Strategy.
The Strategy highlighted the need for DMP to:
• Identify investment-ready opportunities across regions,
including new experiences and products to be delivered by
the private sector, and core infrastructure to be delivered
by the public sector
• Identify priority segments for the regions.11
The Region’s DMP identifies several priorities and opportunities
for:
• The development of new product and experiences
• Infrastructure investments that will aid tourism
development
• Gaps in industry capability.
The Region’s DMP will serve as a guiding document to support
the sustainable growth of the tourism industry.
11
Tourism NT, NT’s Tourism Industry Strategy 2030.
23Process of destination management planning This DMP was developed over successive stages of research, consultation, design and refinement. To inform the early stages of the planning process, a review of existing tourism strategy documents, such as the NT’s Tourism Industry Strategy Strategy 2030, Northern Territory Aboriginal Tourism Strategy 2020-2030, plus regional municipal plans, Parks and Wildlife NT park management plans and visitor experience plans were examined. Through a combination of document review and desktop research, an understanding of the current state and strategic directions in key destinations in the Territory was established. This provided a basis to commence destination management planning and align the approach of the DMP with existing strategies. To build on the baseline data established in the early stages of the process, stakeholders were engaged with via a combination of surveys, phone calls, one-on-one interviews, and workshops across the Region. A summary of the stakeholder consultation process and outcomes is detailed in Chapter 5. The consultation phase provided key insights of stakeholders from the tourism industry and other supporting industries, including government and community representatives. This input provided a check on the early insights gained through desktop research and confirmed the priorities of stakeholders in the Region. Following consultations, demand data from ReviewPro, research from Tourism Australia and Tourism NT, combined with insights offered through discussions with national trade partners and operators were analysed to better understand strategic challenges and opportunities for growth of the tourism industry in the Region. 24
Glen Helen Gorge - Tjoritja / West MacDonnell National Park
25Ellery Creek Big Hole -Tjoritja / West MacDonnell National Park
4 Trends in regional tourism
Regional tourism has gained in popularity in recent years, with travellers
increasingly seeking authentic, cultural, and nature-based tourism
experiences. The Region can leverage its unique cultural and natural assets
to capitalise on this trend to develop its tourism industry.
Introduction
Trends in regional tourism in Australia highlight an opportunity
for the Region to leverage its available assets to meet the
market’s high demand for unique, authentic, cultural, and
natural experiences.
Yet caution should be applied when considering opportunities
in visitation trends, with several barriers to building the tourism
industry remaining for the Region, including competition with
capital cities in attracting visitors, and the significant investment
in both time and expense required to visit the Region.
Over the next 10 years the tourism industry in the Region could
focus its efforts on leveraging its natural, cultural and historical
assets to maximise the benefits from current travel trends.
Investment in festivals and relevant events to drive visitation to
the Region also presents an opportunity to build value in the
tourism market.
NOTE: The tourism trends discussed in this chapter are based on information and data prior
to COVID-19. Due to COVID-19, it is expected that the short to medium term trends in the
Australian tourism industry will be impacted, creating disruption and changes in visitor
demand and preferences. Accordingly, it will be critical to review shifting trends across the
life of the DMP.
26General trends
in regional tourism
Low exchange rates, low inflation, and increases in variable The study identified that the common motivators influencing
travel-budget options have increased domestic visitation across those that did not travel to regional destinations on their most
Australia in recent years. Domestic spend reached a record recent trip included:
$80.7 billion in 2019, with overnight trips increasing 12% from
the prior year12. • Family and friends are a central motivator for travel, as
opposed to place
Additionally, the number of international visitors grew 2% in • Time and money constraints, for both domestic and
2019, with international visitor spending also reaching a record, international visitors
at $45.4 billion13.
• A preference for capital cities, which was related to
shopping, dining and a greater range of experiences
Tourism Research Australia’s State of the Industry 2018
identified the Asian middle class and youth market are driving • For domestic travellers a preference for overseas
growth in tourism in Australia. destinations was noted
• For international travellers (particularly Chinese) a lack of
Asia contributed 88% of the $1.5 billion in tourism spend gained knowledge about regional Australia was a key barrier to
in 2019, and 69% of the 185,000 visitor increase13.The increasing dispersal.
number of Asian visitors are placing greater importance on
experiences and cultural immersion14. These barriers to regional tourism highlight the need for
targeted tourism marketing and communication to viable
The youth market has shifted tourism demands, through their markets, and the importance of coordinated tourism planning
greater use of low-cost carriers, lower patronage of traditional that considers strategic approaches to tourism markets, such
hotel accommodation, and lower average daily spend. As as greater information sharing and travel planning support to
a segment, they are particularly seeking authentic tourism Chinese markets.
experiences.
The Region’s proximity to Asia, unique natural environments and
Aboriginal tourism capacity presents significant opportunities to
market the Region to the Asian market.
While both international and domestic visitation is increasing
in Australia, enticing visitors to regional and remote Australia
remains a challenge.
A recent study examining regional dispersal in Australia15 found
that among a set of traveller cohorts investigated, those most
likely to visit regional destinations in Australia (in order of
demand) included:
• Family road trippers, domestic travellers (62% travelled to
regional Australia on their most recent trip)
• Traditional international market Gen Y and Z, on their first
trip to Australia (59% travelled to regional Australia on their
most recent trip)
• Affluent 55+ Australians (56% travelled to regional
Australia on their most recent trip).
Conversely, markets less likely to disperse to regional
destinations in Australia are:
• The Asian marketing visiting friends or relatives (VFR) (19%
travelled to regional Australia on their most recent trip)
• Festival and event goers (34% travelled to regional Australia
on their last trip)
• The Asian market Gen Y and Z (41% travelled to regional
Australia on their most recent trip).
12
Tourism Research Australia, Travel by Australians year ending December 2019.
13
Tourism Research Australia, International visitors in Australia year ending December 2019.
14
Tourism and Events Queensland, Queensland Asia Tourism Strategy 2016-2025.
15
Deloitte Access Economic, 2019, Understanding visitor regional dispersal in Australia.
27Festival and event tourism Aboriginal tourism
Festivals and events can be an effective way to attract visitors Increasingly, visitors are seeking authentic cultural experiences.
to a regional destination. Tourism Research Australia published Aboriginal tourism visitors are those who participate in at
the results of a survey on regional event tourism in 2014 which least one Aboriginal tourism activity during their trip. This can
found that events can be a main driver for visitation, with 57% of include visiting an Aboriginal site or community, experiencing
first-time visitors being primarily motivated to visit by an event. an Aboriginal art, craft or cultural display, or attending an
In addition, 75% of the survey respondents advised the event Aboriginal performance.
was the only reason driving visitation. The survey found that the
most popular events include: Demand for Aboriginal tourism is rising sharply, with the number
of international tourists participating in some form of Aboriginal
• Food and wine tourism increasing by over 40% between 2013 and 2019. In
• Music related 2019, 77% of international holiday visitors participated in an
Aboriginal cultural activity during their trip in the Territory.18
• Garden and botanical
• Sport (as a spectator) Of all regions in Australia, when considering the proportion
• Art exhibitions. of visitor nights associated with international visitors who
participate in at least one Aboriginal tourism activity, the
Recent research by Deloitte Access Economic considering Region is ranked second among regions, with these visitors
visitors to regional destinations, identified that of those representing 86% of all international visitor nights in the Region,
travellers who prioritise festivals, events and sports when they being second to the Lasseter region. Of visitor nights in Alice
travel, 34% had travelled to regional destinations in Australia on Springs 57% are connected to Aboriginal tourism visitors.19
their most recent trip. For this group, sporting events were the
most frequent draw card16. Notably this cohort is typically male, Aboriginal tourism visitors are important for driving demand,
more likely to live in regional Australia and their travel involves but also for their comparative value. These visitors typically stay
minimal research and point to point travel. longer than other international visitors and spend substantially
more ($7,286 per visitor compared to $4,792.)20
The value of events for the Region has been identified across
the tourism industry and is encapsulated in the #RedCentreNT The demand, value and existing capability to support Aboriginal
Regional Events Strategy 2018-2023, developed by Tourism tourism in the Region establishes the importance of ongoing
Central Australia (TCA). The Strategy highlights the competitive investment in this sector. The growth trends for visitors seeking
strengths established from events in the Region, and aims authentic cultural experiences suggests this opportunity can
to leverage events to showcase the Region, drive regional be sustained over the long-term, warranting a substantive
dispersal, increase length of stay and provide visitors with a development and investment timeframe.
reason to book travel to the Region.
Notable events in the Region include:
• Alice Springs Beanie Festival
• Parrtjima – A Festival in Light
• Alice Springs Camel Cup
• Red CentreNATS
• Finke Desert Race
• Henley on Todd Regatta
• Desert Song Festival
• Outback Cycling Easter
• Alice Springs Masters Games.
The annual Parrtjima – A Festival in Light event celebrates
Aboriginal culture though light displays, workshops and other
art projects, offering an insight into the value of events to the
Region. The 2019 festival attracted over 25,000 attendees, an
increase of 24% from the previous year, generating $1.8 million
from interstate visitation for the Alice Springs economy.17
16
Deloitte Access Economic, 2019, Understanding visitor regional dispersal in Australia.
17
Parrtjima, Parrtjima brings $1.8M into the Red Centre. https://www.parrtjimaaustralia.com.au/parrtjima-brings-1-8m-into-the-red-centre/
18
Tourism NT, Combined Snapshot Year Ending September 2019.
19
Australian Government Department of Foreign Affairs and Trade, Indigenous Tourism Surge. https://dfat.gov.au/about-us/publications/trade-investment/business-envoy/Pages/january-2019/
indigenous-tourism-surge.aspx
20
Australian Government Department of Foreign Affairs and Trade, Indigenous Tourism Surge. https://dfat.gov.au/about-us/publications/trade-investment/business-envoy/Pages/january-2019/
indigenous-tourism-surge.aspx
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