Natasha Fyles

Minister for Tourism and Hospitality

Media Release

Strategy To Drive Territory Tourism

7 September 2021

The Territory Labor Government has today unveiled a ten year Drive Tourism Strategy to position the Northern Territory as the perfect destination for a road trip.

The Northern Territory boasts a plethora of road trip options to suit both adventurous 4WD enthusiasts and motorists who prefer sealed roads.

This strategy comes ahead of Round Four of the Territory Tourism Vouchers being released next month on October 4 with incentives in place for Territorians planning to travel more than 400km

The 2021-2030 Drive Tourism Strategy identifies key product and marketing opportunities to develop the Territory as a drive destination with four key focus areas:

Attract new growth markets to increase visitor numbersImprove the current visitor experience to increase length of stayIncrease regional dispersal to improve outcomes for regional areasEnhance brand reputation by attracting key visitor markets.

The Drive Tourism Strategy focuses on enabling drive tourism and regional dispersal while the development of experiences, icons and destinations will be achieved through regional Destination Management Plans.

Consultation with industry and government has guided the development of the strategy to ensure tourism benefits and opportunities are considered.

This includes delivery of new road infrastructure, camping and recreational vehicle grounds and marketing efforts with South Australian, Western Australian and Queensland Governments on key drive routes.

The Territory Government has also worked with Land Councils and Traditional Owners to consider tourism opportunities along key routes.

To learn more about the Drive Tourism Strategy visit: tourismnt.com.au/strategies

Quotes from Minister for Tourism and Hospitality Natasha Fyles:

“The Northern Territory is home to beautiful wide open spaces making it one of the best road trip destinations in the world.

“The drive market is vital to the Territory’s visitor economy making up approximately 40 per cent of all visitors to the NT.

“The next round of Territory Tourism Vouchers are on track to launch early next month so I encourage Territorians to start thinking about their next road trip further afield in the Territory."

Quotes from Britz COO Kate Meldrum:

“We are delighted with the Drive Tourism Strategy initiative. Britz Campervans has been operating for over 30 years in the Territory.

“The NT is a key fly-drive destination for domestic and international visitors alike. We expect exceptionally strong demand for the NT next year and look forward to supporting and participating in this initiative.”

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