Backpackers encouraged to experience an Endless Summer in the NT

The Northern Territory Government is investing more than $2 million in direct initiatives to attract international young people to the Territory.

International Youth, Backpackers and Working Holiday Makers who are currently overseas or already in Australia will be targeted to experience an “Endless Summer in the NT”.

The initiatives are funded through the Territory Government’s $103 million Turbocharging Tourism stimulus program.

One of the recent initiatives includes:

• A ‘Hidden Summer Party’ targeting 200 newly arrived international backpackers on the East Coast to visit the NT and experience an ‘Endless summer in the NT’.
• Each recipient won a one-way flight to Alice Springs or Darwin, a $100 gift voucher redeemed in person at Tourism Top End or Tourism Central Australia for accommodation, touring, and attractions.
• In return the winners use #backpacktheoutback to share their experiences in the NT creating a groundswell of social activity to persuade other backpackers to book a trip to the NT.

The $2 million marketing plan that will be rolled-out throughout Australia and internationally in 2018-2019 includes digital marketing campaigns, including with trade partners, industry events, and a range of social media partnerships with key influencers.

The Backpacker and youth market initiatives will be evaluated through visitor arrivals, trade partner campaign reporting, online bookings and social media engagement.