The Northern Territory of Australia is pursuing aggressive growth in the Singapore market by stepping up its marketing in 2013. It aims to appeal to both leisure travelers interested in culture and adventure, as well as the corporate MICE market. The Territory recognizes the need to broaden perceptions beyond just adventure travel by highlighting cultural offerings like Aboriginal art. It hopes to increase visits from Singapore by 30% this year through greater education of consumers and travel agents about what the Territory has to offer. The Territory is also working with SilkAir on MICE campaigns and studying other Asian markets like India and South Korea for future promotion.

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Northern Territory courts leisure, MICE from Singapore
Hannah Koh, Singapore, January 25, 2012
TOURISM Northern Territory (NT) is pursuing aggressive growth in the Singapore market by
stepping up its marketing in 2013 and appealing to culture-­ and adventure-­loving leisure
travellers, as well as corporate incentives.
A Tourism NT delegation comprising CEO, Tony Mayell, and state tourism minister, Matt
Conlan, was in Singapore on Tuesday for a roadshow to meet the local media and travel
trade.
Mayell said: “We may have painted ourselves into a corner (by selling ourselves as an
adventure travel spot). It’s not a bad corner to be in, but we want to re-­identify what is unique
to the Territory and sets us apart from the rest of Australia, then spread awareness of that.
“As a mature market, Singaporeans are also more interested in art and culture now. So we
want to broaden the approach in Singapore by adding another layer, focusing on cultural
products such as aboriginal art.”
In 2012, Singaporean visitors to the Territory only numbered 6,000 out of more than 300,000
arrivals to Australia. The goal is to increase arrivals from the market by 30 per cent this year.
Mayell cited the city-­state’s 82 per cent repeat visitor rate as one reason for interest in
Australia’s sixth-­largest source market.
“Awareness is a main obstacle in Singapore. This year, we will continue to educate
consumers and the trade about what NT has to offer, as well as taking marketing efforts onto
a digital platform,” said Grace Tong, general manager of Pacific Leisure Marketing, Tourism
NT’s marketing representative in the country.
“Destination training is an ongoing activity, which we organise at the request of travel
consultants, either in house at their offices or in collaboration with the National Association of
Travel Agents Singapore,” she said.
This year, Tourism NT will also launch bi-­monthly email updates for travel consultants to
keep them informed on the latest developments in the Territory. Interested parties may
subscribe to it at singapore.tourismnt@nt.gov.au.
As for the MICE market, Mayell said: “We have facilities for small meetings and incentives.
We’ve seen groups book out the entire Wildman Wilderness Lodge for three days for such
events.”
He also revealed that the state NTO was in the midst of working with SilkAir on a number of
MICE campaigns. “We’re into our second year with SilkAir, who has been a fantastic partner.
While we and SilkAir are keen to increase (flight) capacity, we have first got to ensure the
yield is there.”
Looking ahead, Mayell said Tourism NT was still studying the interests of different regional
markets. India and South Korea are on the radar, while there are plans to break into China
within 12 months.
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