New targets set for Northern Territory visitor economy
The Northern Territory Government, through its newly formed powerhouse entity Tourism and Events Northern Territory has set the direction for the Northern Territory visitor economy out to 2032.
The new Strategy charts a 7-year path to grow year-round visitation, development, liveability and economic outcomes for the Northern Territory.
The Strategy sets ambitious goals – to grow visitor spending from $1.5 billion to $2.2 billion and lift overnight trips from 1.2 million to 1.5 million by 2032, driving year-round visitation, investment and liveability across the NT.
Tourism and Events NT CEO Suzana Bishop said that developing the Strategy so closely with industry will help to ensure success.
“The Northern Territory is a place like nowhere else – our unique character is our competitive strength. This lies at the heart of our Strategy," Mrs Bishop said.
“The establishment of Tourism and Events NT to drive the Strategy also strengthens our ability to coordinate outcomes and market the Territory’s unique assets and events. We’ve already seen some great momentum with the release of Kangaroo the movie and the first Darwin international round of Motocross Grand Prix and there’s much more to come.”
The Northern Territory’s visitor economy is already demonstrating strong momentum, for the year ending June 2025, the Territory recorded the strongest growth in visitor numbers and expenditure in the nation:
- 19 per cent increase in total visitors
- 13 per cent growth in visitor expenditure
- 21 per cent increase in domestic visitation
- 227,000 international visitors spending $487 million, surpassing pre-pandemic levels, with strong growth from the United States, United Kingdom and Germany.
The Northern Territory’s cruise sector also bucked the national trend, being the only jurisdiction to see an increase in total economic output, up 13.3% to A$205.6 million.
The ‘visitor economy’ sector goes beyond the traditional leisure industry, encompassing those that travel for work, business, education, events and holidays. Across this broader definition of the tourism sector, there are over 17,000 jobs supported across retail, transport, aviation and hospitality in the NT.
Developed in partnership with industry, the Strategy reflects extensive consultation and collaboration across the visitor economy stakeholders. Within the Territory more than 350 people contributed through roadshows, surveys and conversations held in Nhulunbuy, Alice Springs, Yulara, Tennant Creek, Darwin, Katherine and online. The Strategy is also informed by comprehensive national and global research, ensuring the targets and direction capture both the Territory’s competitive strengths and the opportunities shaping the future of travel.
The Strategy centres on 5 key objectives to be delivered through partnerships and accelerated through technology and insights:
- Secure Infrastructure Investment that supports a thriving visitor economy and enhances the lives of Territorians
- Improve Connectivity to and within the Territory
- Invest in People and Workforce Development
- Enhance the Global Perception of the Territory
- Expand Experience and Product Offerings.
Leading the new direction, Tourism and Events NT will be driving a focus on celebrating the Territory’s distinctive character, elevating the vibrant food and festival scene and leveraging an action-packed events calendar as a key driver of visitation. This is alongside developing and promoting the world class natural and cultural tourism offering the NT is famous for.
The Northern Territory Visitor Economy Strategy 2032 implementation roadmap will be delivered in March 2026 with the full kick off with partners in May 2026.