Tourism Industry Strategy 2030

Tourists walking in Uluru–Kata Tjuta National Park

The Northern Territory’s Tourism Industry Strategy 2030 sets the direction of tourism in the Territory for the next 10 years.

The strategy was co-developed and co-designed with industry as part of the Northern Territory Government’s Turbocharging Tourism initiative.

The plan sets an ambitious target of between 2.51 million and 3.03 million visitors, accounting for between $3.01 billion and $3.67 billion in total expenditure by 2030.

The holiday visitor target is set between 1.18 million and 1.45 million holiday visitors by 2030, accounting for $1.46 billion to $1.79 billion in holiday visitor expenditure, which translates to a total of 3,900 potential new jobs in the tourism industry by 2030.

To grow the industry, the 2030 framework relies on industry and government working together towards sustainable growth of tourism in the NT.

The strategy identifies six priority objectives that if delivered, will make a real impact on the trajectory of tourism in the NT including:

  • Grow investment in the Territory’s remarkable assets, product and regions;
  • Strengthen and showcase the Northern Territory’s distinctive Aboriginal cultural tourism experiences;
  • Through strategic marketing activities grow the value of the holiday market in the Northern Territory;
  • Leverage and build events to drive visitation; 
  • Develop ongoing access to and within the Northern Territory; and
  • Increase recognition of the value of tourism to the Northern Territory.

The strategy also includes specific actions to achieve identified goals in the short, medium and long-term to attract more visitors to the NT, and help the tourism sector deliver increasingly diverse, quality tourism experiences.

To find out more, download the Northern Territory’s Tourism Industry Strategy 2030 Summary Report here.

Download the full 2030 Strategy here.

Watch the full Tourism Industry Strategy 2030 Roadshow presentation here.


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