Tourism Industry Leaping on Digital


Northern Territory tourism operators will be given the opportunity to improve their online marketing campaigns through the Department of Tourism and Culture Digital Leap Program.

Partnering with Tourism Central Australia, Tourism Top End and Tourism Tribe, this targeted initiative is the second stage of a two-part series to engage and support local tourism operators to get the most out of digital platforms.

CEO of Department of Tourism and Culture Alastair Shields said the Digital Leap Program was designed to boost the Territory’s tourism offerings to a world-wide audience.

“During a series of workshops held in October 2016, stage one of the Digital Leap Program highlighted that local tourism businesses wanted assistance in understanding digital marketing platforms that would help them achieve more bookings.

“We’re excited to partner with our regional tourism organisations, who will work with the tourism and hospitality industry to deliver this targeted initiative.

“Digital marketing can be a very valuable tool for any business or product but can also be overwhelming for anyone that isn’t familiar with it.

“We hope through this program that local tourism operators will be able to use digital marketing to increase their sales,” Mr Shields said.

The Digital Leap Program phase two is available until 31 December 2017 or until fully subscribed and offers the following training tools and solutions.

  • Digital Coaching solution – offered through Tourism Central Australia and Tourism Top End, local tourism operators will have access to a digital mentor to assist in a range of areas such as boosting their online presence via social media, getting content onto the main tourism platform, connecting with online distributors, listing on Trip Advisor or updating business details on Google maps.
  • Tourism Tribe specialised training solution – this program offers up to 300 local operators a 12 month subsidised membership for this online community that connects tourism operators, industry and digital experts in a supportive learning environment.
  • Online digital tool kit – - Offering both new and existing operators with checklists, factsheets, weblinks and case studies on pricing, digital marketing concepts for each stage of the travel cycle and advise on how to work with Tourism NT, Tourism Australia, wholesalers and inbound travel agents.

Helping tourism operators to achieving a strong presence online will return dividends to the Territory in terms of both online exposure and bookings. For more information visit

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