A new consumer travel website launched by Tourism NT is expected to triple visits to the website to approximately 3 million over 12 months.
The old website, which attracted about a million visits annually, was due for complete renewal.
To reduce duplication of content, Tourism NT collaborated with relevant departments to test the concept of developing one consumer facing destination website.
It has led the way by rolling its consumer travel website – travelnt.com – into northernterritory.com and integrating other relevant agency information.
Tourism NT’s Acting CEO, Angela Collard, said that if Tourism NT were to recreate the tourism website in isolation as it was previously, some of the content on Litchfield for example would continue to be duplicated on the Parks and Wildlife Commission of the NT website and other tourism websites.
“This way, content is seamlessly brought together in a more meaningful manner,” she said.
“The ‘Destination NT’ approach can be used to integrate wider cross-government information for people working, investing, living, meeting and studying in the Northern Territory.”
The new site is entirely mobile responsive, enabling access on the go. The navigation menu has been simplified and leads to more comprehensive, quality information. Improved map functionality and greater use of imagery and video are other aspects which make the website better to use than before.
One customer relationship management system for the whole website has enabled improved targeting of information to consumers as a result of data sharing across agencies. The website integrates consumer information on tourism, conventions, parks, arts, events and heritage/history.
“Having one single source of comprehensive information provides consumers a better experience,” Ms Collard said.
“It’s also more cost efficient because it reduces duplication of department information.
“Around $50 000 – $100 000 has already been saved by combining military heritage information in one website.”