Tourism NT launches 2025 Drive Market Campaign

In partnership with industry, Tourism NT has launched the 2025 Drive Market Campaign - now live and in market till June 2025.

The campaign targets the fly/drive, caravan and camping self-drive markets, highlighting the vast offerings of the Northern Territory from destinations like Uluru and Kakadu to the rugged beauty of Litchfield and beyond.

The campaign is being delivered in collaboration with Tourism Top End, Tourism Central Australia, the Carvan Industry Association of Australia and with key national partners THL (Britz and Apollo), NT Now and CamperMate. 

The integrated campaign will see paid media exposure, including a promotion with Uber and on-ground activations at interstate caravan and camping shows.

The Northern Territory’s stunning landscapes and experiences will also be broadcast to audiences around the continent via SBS’s Great Australian Road Trips, Channel 10’s Roads Less Travelled and Channel 7’s Weekender and Caravan World magazine.

Suzana Bishop, Chief Executive Tourism NT highlighted the importance of the drive market which makes up almost a 50% share of the of the Territory’s annual visitor numbers each year.

Bishop noted “the drive market is integral for the Territory economy, tourism operators and many other businesses right across the Territory.

“That’s why important infrastructure work to seal the Mereenie Loop Road has been published through a future tender opportunity, as a key regional priority for connecting Alice Spring with Uluru via Kings Canyon with all the stops along the way.

“Coupled with our marketing work, ahead of the 2025 tourism season we will be focusing on improving the drive market visitor experience with upgrades to road signs around West MacDonnell National Park, on the Victoria Highway and the big triangle welcome to Batchelor and Litchfield National Park sign on the Stuart Highway in partnership with Litchfield Regional Tourism Inc.

“With the drive market being a vital part of the Territory tourism economy, the integrated campaign will not just encourage visitors to ‘Road Trip Differently’ this year but aims to grow the drive market supporting industry who benefit from this sector across the Territory.

The integrated campaign will see paid media exposure, including a promotion with Uber and on-ground activations at interstate caravan and camping shows.

The Northern Territory’s stunning landscapes and experiences will also be broadcast to audiences around the continent via SBS’s Great Australian Road Trips, Channel 10’s Roads Less Travelled and Channel 7’s Weekender and Caravan World magazine.

Industry is encouraged to get involved with this campaign and can access a toolkit here for more information on how to participate and make the most of drive visitors in 2025.