Territory Visitor Economy Strategy 2032 action plan sets out a clear course to achieve a thriving visitor economy of $3 billion by 2032. 

The strategy comes as the Territory attracts international attention with The New York Times ranking the Territory the top destination in Australia and 14th in the world in its Best Places to Go for 2026, alongside nods from National Geographic Traveller Best Places in the World to Travel, Conde Nast Best Places to Go and BBC Travel 20 Best Places to Travel. 

An oasis in the desert, Ellery Creek Big Hole also received a nod as the 10th best beach in Australia for 2026 by Tourism Australia. 

Tourism and Events NT Advisory Board Chairperson Paul Ah Chee said the strategy, alongside the merge of events with tourism, meant the NT was poised for an exciting future. 

“It is a great opportunity,” he says. “We have such fantastic natural icons within the Northern Territory, and we have some fantastic and unique products. 

“We have a very strong cultural aspect in an Aboriginal cultural sense, but also in what the Territory brings with its diversity, especially now that we have festivals and events. It’s showcasing lifestyle and liveability, which isn’t really mirrored anywhere else around the country.” 

Realistic in acknowledging that success doesn’t come without challenges, Mr Ah Chee says the action plan works toward making those challenges less of a barrier to visitation. 

The five strategic priority areas identified that will support the visitor economy to grow and challenge barriers are: 

• Perception – elevate Territory profile and appeal 
• Experiences – grow diverse bookable product 
• People and workforce – strengthen capability to deliver high quality visitor experiences 
• Infrastructure and investment – enable growth and investment 
• Access and connectivity – improve access and movement. 

“By leaning into our Territory spirit, the resilience, warmth, humour and independence that define life here, we strengthen both brand and emotional connection. 

“Backing bold, authentic storytelling will lift awareness, inspire travel, and position the Northern Territory as a distinctive destination that attracts the right visitors, supports year-round visitation, and drives sustainable growth across the Top End and Red Centre.” 

Tourism Top End General Manager Samantha Bennett believes the industry right across the NT is united and looking toward leveraging the strategy and action plan. 

“Tourism and Events NT’s job is to get them here,” she says. “Our job is to convert them on the ground, keep them here longer, spend more money, extend the stay and have a great time at that. 

“Because we’ve had input into the strategy and action plan, it reflects both what we know as the peak industry body, as well as what industry wants, which means there is a higher level of buy-in. 

“I think we’re all aligned. It’s a bit of a cliche, but tourism is working as Team Territory. Our sector is not divided. Our regions are not divided. We are all working towards the same outcome.” 

Ms Bennett says there’s a palpable shift in mentality with a collective focus and understanding on opportunities the entire industry can leverage. From Hello China workshops to education and training sessions, operators have access to a range of opportunities to upskill. 

Tourism Central Australia Chief Executive Officer Danial Rochford wants to strengthen the visitor economy to benefit local people. Work is already underway in this area with the move of the visitor information centre to a more accessible location at the Alice Springs Library where caravan and camping parking are nearby. 

“If we tell the story of our region properly — honestly and with pride — and back more Aboriginal-led experiences while celebrating the landscapes and cultures that make this place so distinctive, we’ll see more visitors choosing Central Australia right across the year. Just as importantly, when we invest in local skills, real career pathways and community-led tourism, the benefits stay here in the region,” Mr Rochford said. 

“Better national parks, safer roads, stronger digital connectivity and more welcoming town centres aren’t just good for visitors — they make everyday life better for locals too. When we get these fundamentals right, tourism becomes something the whole community can feel proud of. It creates jobs, builds resilience and delivers long-term value for Central Australia.” 

Supporting visitor economy growth is a pipeline of unforgettable events right across the NT. The Territory is home to many unique events that encourage visitation from flagship Tourism and Events NT delivered events, such as BASSINTHEGRASS and MXGP of Australia, to locally run events, such as Darwin Glenti, Barunga Festival, Finke Desert Race, and the return of international Test cricket to Darwin. 

Creating a year-round calendar of events boosts visitation – supporting business and operators, and adds to the lifestyle for locals. The creation of bookable packages integrating accommodation, experiences and transport, further supports conversion of travellers. 

A full program of events can be found at 

northernterritory.com/things-to-do/ festivals-and-events TQ