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Parrtjima Generates Millions for Territory Economy

Office of the Chief Minister

This year’s Parrtjima – A Festival in Light attracted more visitors to the Alice Springs event than ever before and generated almost $10 million dollars in economic revenue.

Independent research commissioned by the Northern Territory Major Events Company, confirmed the 2021 Festival in Light helped boost visitation, jobs and economic flow-on benefits.

It shows:

  • There were more than 23,200 attendances across the 10 nights
  • Of those, more than 15,300 were unique visitors
  • 5,200 attendees said the festival was their key motivation for visiting the Territory
  • This event was estimated to directly support more than 13,300 days of employment and 60 full time equivalent jobs

For the 2021 event, visitation driven specifically by the event was up 113.8 per cent when compared to last year. It was also up significantly on the 2019 event.

The research also shows big increases in other benefits of holding the event including a Total Expenditure Stimulus of more than $11.5 million, of which almost $10 million was new money to the region and is a direct result of Parrtjima taking place.

Highlighting how Parrtjima has developed over the years into a world-class attraction, this is more than double the Total Economic Impact from 2020 – which was just over $4 million.

The 10-night Parrtjima 2022 festival will take place from 8-17 April next year. 

For more information, please visit: https://www.parrtjimaaustralia.com.au/.

 

Quotes from Minister for Major Events, Natasha Fyles:

“Parrtjima continues to go from strength to strength, with benefits to Territorians building year upon year.

“The Territory Labor Government’s Turbocharging Tourism investment in Parrtjima has seen the program expand and attract more people than ever before, which is fantastic for our economy.

“This research shows investing in events is money well spent – they are a key driver for our tourism and hospitality industries, and are often the deciding factor for sparking someone’s holiday.

“I encourage interstate visitors and Territorians to keep Parrtjima 2022 on their radars, for a truly unforgettable experience.”

 

Quotes from Minister for Arts, Culture and Heritage, Chansey Paech:

“This event just keeps on getting bigger and better – and we love what it brings in to the Red Centre.

“From tourists to Territorians, there really is something for everyone, and anyone in the Red Centre during Parrtjima couldn’t fail to see the benefits it brought.

“Hotels were bustling, hire cars were hitting the roads, and hospitality venues experienced a boost in customers.”