Tourism NT has developed a dedicated drive strategy, to promote the Territory as the authentic drive holiday destination for the Australian domestic market.
The drive market accounts for around 112 000 visitors (42% of all interstate holiday visitors) to the Territory. This market has the potential to grow over the next 10 years with 9.3 million Australians indicating they will take a self-drive holiday in the next two years (source: Caravan & Camping Industry Association).
What is the drive market?
The drive market is defined as interstate visitors who at some point during their trip, use a private or company vehicle, a rental vehicle, a four wheel drive or a campervan/motor home. Furthermore the drive visitor can be either fly/drive (flies to the NT from their origin and hires a vehicle) or self-drive (drives from their origin and most likely in their own vehicle).
Unlike the rest of Australia, in the NT the fly/drive market (70%) is larger than the self-drive market (30%), due to its location.
The drive market is made up of the following:
- Grey nomads – 58%
- Families – 32%
- Youth – 10%
While the grey nomads have the highest visitor numbers, the family market is seen as the most lucrative as they typically spend more while they are here.
The 2015/16 domestic drive campaign includes the following major activity:
- Apollo Motorhomes Cooperative Campaign – 12 October to 6 December 2015. This cooperative campaign is designed to motivate potential fly/drive consumers to book an Apollo Motorhome for their NT holiday, with emphasis on our shoulder seasons, and encouraging regional dispersal.
- Turu Drive Campaign – 1 November 2015 to 29 February 2016. Turu is Australia’s most comprehensive online booking guide to holiday parks, caravan parks, camping grounds and cabins. To promote visitation by the self-drive market, Turu provided discount accommodation vouchers to consumers who booked accommodation through the campaign hub.
- Britz Drive Campaign – 1 February to 25 April 2016. For the fifth consecutive year, we are teaming up with Britz Campervans who have provided a special offer to motivate consumers to book and take a fly/drive trip to the NT this year.
- Victorian Caravan, Camping & Touring Supershow – 24 to 29 February 2016. Around 60 000 visitors pay to enter this annual consumer show to find information on caravans, camping gear, outdoor accessories and tourism destinations. Tourism NT will have a major presence at the show using the outback pub structure “The Waterhole”, as the centrepiece of the NT stand. In-line with our “It’s About Time” campaign, the stand will encourage visitors to start planning their NT holiday in the next twelve months.
Find out more
For more information on any of the above activities, please contact Tourism NT at firstname.lastname@example.org