Backpacker marketing

Mindil Beach, Darwin, Northern Territory, Australia

As part of its international marketing, Tourism NT encourages backpackers visit the Northern Territory as part of an Australian holiday.

The Northern Territory has so much to offer young travellers from overseas including natural icons like Kakadu and Uluru, ancient Aboriginal culture, diverse landscapes, amazing wildlife, colourful characters and plenty of work opportunities.

From the Red Centre to the Top End, the Northern Territory is home to crocodiles, epic road trips, wide open spaces, blue skies, spectacular sunsets, bustling markets, vibrant nightlife and a relaxed laid-back attitude.

It’s an adventure not to be missed.

New Backpacker Roadshow

The inaugural ‘Backpack the Outback’ Roadshow hit backpacker hot spots in Melbourne, Sydney and Byron Bay from 31 March – 8 April 2016.

The Roadshow saw local tourism operators and Tourism NT promote the Northern Territory as a must-do Australian holiday destination for backpackers currently on the East Coast. In Melbourne, the backpacker promotion will coincided with an NT Outback Pub installation to be set up at Federation Square.

Other events were held at similar high-traffic locations with attendance at the inaugural World Youth Student & Education (WYSE) Exchange in Sydney also included in the Roadshow.

The WYSE Exchange is a leading Australian international youth travel industry event involving more than 30 international travel wholesalers specialising in selling holidays to backpackers.

Read more about the inaugural Backpack the Outback Roadshow here.

Bali Campaign

In 2016, we launched a new tourism campaign targeting European holidaymakers, and particularly backpackers, in Bali encouraging them to extend their Bali holiday and 'add on Darwin'.

Bali is right on Darwin's doorstep and attracts over 400,000 European visitors each year, yet our research shows these holidaymakers are unaware Darwin is just a two and a half hour plane ride away.

The new advertising campaign will target these travellers by showing them just how close Darwin is to Bali and entice them here with affordable air fares. It will target travellers in the UK, the Netherlands, France, Italy and Germany who were planning to visit Bali as well as European travellers already on holiday in Bali.

Read more about the new Bali Campaign here. 

Other initiatives

The Bali campaign is one of several new initiatives and marketing campaigns planned for 2016 to help boost backpacker numbers to the Northern Territory.

Tourism NT is working with the South Australian Tourism Commission on joint backpacker marketing activity promoting travel on the Explorer's Way between Adelaide and Darwin. In addition, Tourism NT has also partnered with the biggest youth tour operator in the world – STA Global in the UK, France, Germany and Australia to promote holidays to the NT for people who have already booked to visit Australia enticing them to add-on the NT. 

More Information

For more information on backpacker marketing contact: Trade.TourismNT@nt.gov.au

 

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