Campaign Overview
The Northern Territory’s Red Centre has received a major global accolade, with Lonely Planet’s Best in Travel 2027 naming its immersive art experiences among the World’s Top 25 Experiences for the year ahead.
The Red Centre is the only Australian experience named in the global list, shining an international spotlight on the extraordinary ways travellers can connect with art, culture, Country and creativity in the Red Centre. Titled Immerse yourself in art in the Red Centre, the feature showcases the depth and diversity of art across the region, from Aboriginal artists and art centres to outdoor painting and large-scale desert light installations.
Best in Travel is Lonely Planet’s annual guide to the best places and experiences in the world. Launching September 2026, Best in Travel is also an iconic global event on the
travel calendar, brought to life through a best-selling book translated in 5 languages, a premium, multimedia digital experience and global PR activation.
To celebrate this achievement, Tourism and Events NT will launch a campaign from 23rd September 2026 to 31st August 2027 spotlighting immersive experiences in Central Australia - Art from the heart.
The campaign is supported by earned, owned, paid and trade activity and a dedicated content hub with deals to help convert interest into visitation.
Join us in celebrating this incredible accolade by sharing the news with your customers and community. You can get involved by featuring it on your website, social media, printed materials, signage or at your visitor experience.
Get involved!
The campaign toolkit contains everything you need to get involved, including the Best in Travel badge, campaign messaging, social media assets, suggested captions, and guidance on how to incorporate the accolade across your own channels.