Tourism NT launches new low season campaign, ‘Best Kept Season’

Territory visitors are being encouraged to experience the Northern Territory during the ‘Best Kept Season’ with less crowds, flowing waterfalls and a chance to immerse in a more authentic Territory.

The new, collaborative low season campaign between Tourism NT, Tourism Central Australia, Tourism Top End and NT Major Events Company encourages visitors to explore the NT’s ‘Best Kept Season’.

The campaign will run from 2 September to 30 November 2025, highlighting the value of travelling during the ‘low season’ including fewer crowds, more deals, and dramatic seasonal experiences.

All Territorians have their best kept secret for what they love about the low season, whether it’s a secret spot to cool down, insider tips on where to get the best iced coffee or a tourism experience that is better without the crowds. This campaign will share these secrets and tips with a national audience.

The campaign addresses the need to flatten seasonality by stimulating visitation between September and April - traditionally a quieter period for domestic travel in the Territory. The goal is not only to drive bookings, but to reposition the NT's low season as a high-value travel period, rich with cultural depth, stunning nature and immersive experiences.

The national advertising campaign is reinforced with conversion and deal-focused messaging, delivered through key trade partners including Jetstar, Qantas, Tripadvisor, Luxury Escapes, Travel Auctions, Expedia, Helloworld, and NT Now.

Tourism NT A/Chief Marketing Officer Monika Tonkin said the campaign inspires people to experience the real Territory.

“Visitors are encouraged to experience the Northern Territory during the Best Kept Season, from flowing waterfalls, markets without the crowds to the best fishing in Australia and the stunning Parrtjima – A Festival in Light. With targeted deals for travellers providing incentive to holiday in the NT the campaign is also an opportunity for tourism operators to get involved and promote their Best Kept Season offerings.”

Media and trade familiarisations will be delivered throughout the campaign, sharing best kept season tips with top-tier media and key travel agents across Australia and New Zealand.

NT tourism operators are being encouraged to get involved and leverage the campaign to drive bookings for their own business. They can get involved by sharing their own NT Best Kept Secret, story or locals tip; providing a Best Kept Season deal, that will be amplified across the campaign landing page; downloading the campaign toolkit. Find out more information here.

Over the past three years, Tourism NT has delivered seasonal burst campaigns aimed at shifting travel behaviour and driving long-term perception change. This year’s campaign introduces several key strategic shifts - repositioning the NT as high value, not high cost, and moving away from labels such as ‘shoulder’ or ‘summer’ by reframing the September to April period as the NT’s Best Kept Season.