Tourism NT looks to strengthen connection between Aboriginal Territorians and tourism industry

Aboriginal cultures are central to the Northern Territory’s identity, and the campaign launched this week by Tourism NT - ‘Sharing your culture with visitors’ - is aimed at increasing Aboriginal participation in the Northern Territory’s thriving tourism sector.

This initiative invites Aboriginal Territorians to establish or expand cultural experiences that showcase their rich heritage, offering visitors the chance to engage with one of the world’s oldest living cultures.

Sharing their stories, traditions, and cultural knowledge through the tourism industry supports keeping cultures strong, provides an opportunity to live and work on Country, and offers visitors a unique experience that no one else can provide.

Through powerful testimonials from current Aboriginal tourism operators, the campaign showcases how tourism can create job pathways, foster understanding, and respect for Aboriginal cultures, and support financial wellbeing for Aboriginal Territorians.

The campaign includes comprehensive social media, TVCs and radio ads which will run from September 2024 until 30th June 2025.

The campaign will be delivered across a variety of targeted Aboriginal media outlets and local community organisations, with a strong focus on leveraging the NT Aboriginal Cultural Tourism Framework. Tourism NT will also showcase aspirational content and promote existing Aboriginal tourism businesses.

With Aboriginal tourism representing 18% of the NT’s total tourism consumption, the campaign highlights the Territory’s unique position as the go-to destination for authentic Aboriginal cultural experiences.

Tourism NT Aboriginal Tourism Committee Chair, Paul Ah Chee notes “The Sharing your culture with visitors campaign is designed to foster greater participation of Aboriginal Territorians in our local tourism industry to showcase their rich heritage and provide opportunities to live and work on country.

“Aboriginal cultures are a significant draw card for international and domestic visitors to the NT, with people from all over the world coming to immerse themselves in the rich and diverse cultural knowledge and practices of Aboriginal people.

“Aboriginal Territorians are well position to take advantage of this interest by providing tourism experiences on Country.”