Announced in Alice Springs, the strategy aims to grow the Territory’s visitor economy to $3 billion by 2032, supported by a target of 1.7 million trips across both the Top End and Central Australia.
Under the strategy, the Top End aims to reach $2 billion in visitor expenditure with 1.3 million trips, while Central Australia targets $1 billion in expenditure and 600,000 trips.
The plan is expected to support around 6,000 new jobs, alongside 228,000 additional aviation seats and 200,000 extra room nights by 2032.
Tourism Research Australia data shows continued momentum, with visitation to the Northern Territory up 17 per cent to December 2025 compared with the previous year.
Building momentum through 2028
The first phase, known as Horizon 1 to 2028, will focus on five strategic priorities: perception, experiences, people and workforce, infrastructure and investment, and access and connectivity.
The strategy also expands beyond leisure travel, targeting growth across business, education, events and visiting friends and relatives.
Suzana Bishop, Tourism and Events NT CEO, said the strategy marks a new chapter for the Territory.
“Through extensive consultation, this strategy sets out how tourism, events, parks, cultural experiences and hospitality will drive growth, jobs and community vibrancy,” she said.
Danial Rochford, Tourism Central Australia CEO, added: “By sharing our region’s stories with authenticity and growing Aboriginal-led experiences, we can welcome more visitors throughout the year.”
The strategy positions the Northern Territory for long-term growth, leveraging its national parks, outback experiences, Aboriginal culture and proximity to Asia.
