Drive market

drive northern territory australia

Drive tourism is an important market for the Northern Territory tourism industry as identified through the Northern Territory’s Strategy for Tourism: Tourism Vision 2020.

The Northern Territory itself encompasses a vast land mass with highly dispersed visitor destinations. This lends itself to holiday visitors choosing to self-drive to and around the Territory as part of a longer trip; or fly to a popular destination and hire a car or campervan to explore the surrounding areas. As such these visitors are vital in facilitating regional dispersal and access to the Northern Territory’s many and varied visitor experiences.

Growth in this market is being achieved through a coordinated approach which includes delivering inspiring marketing and communications that will increase desirability - inspiring more people to visit, stay longer and spend more. In particular, Tourism NT has developed a dedicated drive strategy, to promote the Territory as the authentic drive destination for the interstate holiday market.

Segments being targeted within this market include ‘grey nomads’, families and youth visitors. While the grey nomads have the highest visitor numbers, the family market is also very important as they typically spend more while they are on holidays.

Find out more

For more information on marketing to the drive market, please contact Tourism NT at marketing.tourismnt@nt.gov.au

Text size A A print