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Special interest

Mountain Biker, Alice Springs





As part of our marketing of the Northern Territory as a must-do holiday destination, Tourism NT targets selected special interest or affinity groups to promote the NT as a destination where those special interests can be explored.

While research on each particular special interest group varies, we know that visitors who travel in pursuit of a specific interest or for a specific purpose are more likely to stay longer, spend more and disperse deeper through the destination, adding to the overall visitor economy.

The key special interest sectors we currently target are:

While Tourism NT’s mainstream consumer marketing activities will reach many of the groups listed above, the aim of developing specific activities and experiences that connect the NT with a particular special interest is to create a sense of urgency for these groups to visit the NT sooner, rather than later. 

In line with the Tourism Vision 2020 objectives to grow the value of the tourism economy and improve the visitor experience, Tourism NT is developing strategies to identify special interest sectors, develop experiences that meet the needs of those groups, and market to those groups to put the NT at the top of their list of places to visit in the pursuit of their special interest.

Find out more

For further information regarding special interest sectors, please contact strategy.tourism@nt.gov.au .