Drive Campaign FY26- Road Trip Differently
Supporting the Drive Industry
Drive visitation represents over 40% of all visitation to the Northern Territory.
We're encouraging people to Road Trip Differently in the Northern Territory.
Road trips are not only the best way to experience the NT, drive holidays are vital to the Territory's visitor economy. Road trips encourage regional dispersal, increase visitor numbers and increases length of stay across the Territory, supporting tourism businesses across the Red Centre and the Top End.
The FY26 Drive Campaign encourages Australians to road trip differently, by positioning driving as the best way to experience and explore the Territory. The campaign will grow desire, awareness and demand for fly-drive and self-drive holidays in the NT focussing on key accessible drive routes including Nature’s Way, Explorers Way and Red Centre Way.
We will also promote dispersal through our ‘Off the Beaten Track’ initiative which highlights key four-wheel drive routes in the NT with a focus on Binns Track and Central Arnhem Road, plus smaller and shorter 4x4 routes in both the Red Centre and Top End.