Case Study: Tourism Northern Territory achieves a 110% increase in partner conversions and faster site performance with Sitecore

Australia’s Tourism Northern Territory reinvents its digital presence to attract visitor dollars

Tourism NT, the Northern Territory’s tourism organisation, needed to reinvent its digital presence to support the Turbocharging Tourism goal of driving $2.2 billion in annual visitor dollars. Facing changing customer behaviours and the need to integrate with the Australian Tourism Data Warehouse (ATDW), improve user experience, and drive traffic and bookings to operator sites, Tourism NT engaged Sitecore and partners to modernise its front- and back-end systems.

Sitecore delivered a rebuilt site on the Sitecore Experience Platform (XP) with Sitecore xDB and Sitecore Cloud on Microsoft Azure, integrating ATDW (using geofencing to dynamically populate listings) and adding interactive maps, mobile optimisation, multi‑language support and faster authoring workflows. The Sitecore implementation cut page load time from 19 to 4.1 seconds, lifted conversion to partner sites by 110%, reduced article authoring from 5 hours to 30 minutes and maintenance from 16 to 2 hours/week, and drove uplifts across engagement metrics (31% more itinerary downloads, 30% more newsletter sign-ups, 20% more new users, 19% higher usage, 21% more sessions).

Tourism NT

Jonathan Rossiter

Digital Manager