Northern Territory’s ‘Road Trip Differently’ campaign aims to boost drive tourism in 2025
From outback adventures to coastal escapes, a new tourism campaign is putting the Northern Territory in the driver’s seat.
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The Northern Territory is rolling out the red dirt carpet for road trippers, with a new national campaign encouraging Australians to “road trip differently” in 2025.
Launched by Tourism NT, the campaign is designed to attract fly/drive, caravan, and camping travellers, so they can get the most of destinations like Uluru, Kakadu, and Litchfield.
Running until June, it features media partnerships with SBS’s Great Australian Road Trips, Channel 10’s Roads Less Travelled, and Channel 7’s Weekender, alongside Caravan World magazine.
Tourism NT teamed up with industry heavyweights including Tourism Top End, Tourism Central Australia, and the Caravan Industry Association of Australia as part of the campaign.
Promotions with Uber and activations at caravan and camping shows will further boost interest, Tourism NT said.
A national competition will also offer road trip enthusiasts the chance to win $22,000 in prizes.
The campaign extends to Germany, France, and Italy, promoting the legendary Explorer’s Way in partnership with the South Australian Tourism Commission.
Tourism NT CEO Suzana Bishop highlighted the significance of drive tourism, which accounts for nearly half of the Territory’s annual visitors.
“The drive market is integral for the Territory economy, tourism operators and many other businesses right across the Territory,” Ms Bishop said.
She also noted upcoming infrastructure improvements, stating, “That’s why important infrastructure work to seal the Mereenie Loop Road has been published through a future tender opportunity, as a key regional priority for connecting Alice Springs with Uluru via Kings Canyon with all the stops along the way.”
Additionally, signage upgrades around the West MacDonnell National Park, Victoria Highway, and Litchfield National Park entrance will enhance the visitor experience.
“Coupled with our marketing work, ahead of the 2025 tourism season we will be focusing on improving the drive market visitor experience,” Ms Bishop said.
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Originally published as Northern Territory’s ‘Road Trip Differently’ campaign aims to boost drive tourism in 2025
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