Boosting Workforce and Attracting Tourists to the Comeback Capital

14 February 2022

The Territory Labor Government will invest $12.8 million in a bid to lure international holiday makers and workers to the Northern Territory.

The measures will capitalise on the Federal Government’s announcement last week to reopen international borders to tourists later this month. The visitor economy was worth $2.4 billion a year to the NT before the pandemic and these investments aim to ensure it returns to this size on the other side of the pandemic.

It will mark a massive push to fill critical skill shortages across the Territory by targeting workers through significant incentives.

The measures include:

$2.6 million to deliver the Working Holiday Maker Campaign and Tourism and Hospitality Turbo Charge – this program will include a highly-targeted interstate and overseas marketing campaign to attract around 2,000 new tourism and hospitality workers by April to ensure businesses can accommodate customers and deliver services.

$3 million for an international leisure tourism marketing campaign – This campaign will target specific markets and support airline partnerships, travel trade activity and a range of other marketing activities with Tourism Australia.

$1500 per new worker as part of Work, Stay Play relaunch – this highly popular program will resume next month with the additional incentive to support all industries experiencing extreme skill shortages, including construction and aged care.

$3 million to deliver the Flexible Workforce Initiative Fund – this fund will enable industry to deliver projects and strategies to attract and retain workforces, and it will be managed by a Territory Workforce Advisory Group.

$1.35 million to boost the Territory’s skilled migration capacity – increasing skilled migration in the Territory and providing migration engagement support for Territory businesses.

$600,000 to launch the Worker Connect Platform – which will serve as a multi-purpose online platform to better support overseas skilled workers and connect them with private and public sector jobseekers across the Territory.

In addition, $1.5 million will also be invested to refresh the NT’s Global Worker Attraction Program, which targets interstate and overseas markets for workers, business and investment opportunities.

Initiatives are also underway by Study NT to attract international students to the Territory, including a destination awareness marketing campaign in key focus markets.

The latest Deloitte business outlook forecasts the Territory will have the nation’s fastest economic growth this year at 6.9 per cent.

Quotes from Chief Minister Michael Gunner:

“The Territory is gearing up for the return of international travellers and we want to ensure businesses are ready and have the adequate workforces they need to capitalise on new opportunities.

“We are investing in these programs to put the Territory at the top of every traveller’s list, and link up those who are looking for work with businesses who need staff.

Quote from the Minister for Tourism and Hospitality, Natasha Fyles:

“The Territory Labor Government has worked closely with industry to support tourism through this pandemic.

“The re-opening of the international border is an opportunity for the Territory to fund new measures to help businesses gain momentum.”

Quotes from Minister for Small Business, Jobs and Training Paul Kirby:

“Businesses right across the top end have been looking forward to welcoming back tourists, working holiday makers and overseas workers.  This package turbo-chargers all this for them in time for the dry season.

“This package will deliver much needed workers into the Territory when we need them the most.  Whether it’s aged care workers, chefs, nurses or agriculture workers.  This package will let our busy industries access the workers they need, and access them quickly.”

Quotes from the Chair of Tourism NT Michael Bridge:

“Gearing up for the Territory’s peak season is more crucial this year than any in our history, and the investment from the Northern Territory Government will be welcomed by the tourism and hospitality sector.

“It will take time to rebuild our international markets and by acting now, the Territory will be able to capitalise on consumer interest and demand, and deliver the significant flow on benefits that tourism contributes supporting jobs and the economy in the NT.”

Northern Territory Government