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International marketing

Maguk Gorge landscape shot showcasing the peaceful falls.

Through our international marketing efforts and strategies, we aim to increase international visitors to the Northern Territory and encourage them to stay longer, explore our regions and spend more.

We promote the Northern Territory in the key international markets of the United Kingdom, Scandinavia, Germany, the Netherlands, France, Italy, Japan, Greater China, Singapore & Malaysia, India and the United States of America.

To achieve our goal to grow overnight holiday visitor expenditure in the Northern Territory to $1.79 billion by 2030, we work collaboratively with industry and support local Northern Territory tourism businesses to market their product and experiences internationally.

Tourism NT’s international marketing activity includes co-operative campaigns and promotions with distribution partners including airlines, wholesalers, online travel agents and inbound tour operators. Tourism NT also works with Tourism Australia to strengthen awareness of the Northern Territory in our shared markets.

Our international teams are on-hand to provide market intelligence to assist and inform operators. For further information please contact Rachel Telford or download a complete list of Tourism NT international market contacts.

International Markets

Find out more about our key international markets from our market overviews, 2019 international market manager presentations and market factsheets.

China

The China market is a strategic priority for the Northern Territory (NT), recognised as having high growth potential and becoming one of the NT’s top two source markets by 2030.

The Northern Territory has seen significant growth from this market and with direct air access from Shenzhen to Darwin there is great potential for further growth.

The Northern Territory’s Tourism Industry Strategy 2030 sets out high level targets based on the International Visitor Survey results. The 2030 target for China is 54,000 holiday visitors. This equates to a 7.2% compound average annual growth rate to 2030. The Greater China market remains relatively untapped by the NT with a 1.3% market share of total visitor arrivals to Australia. Of Chinese visitors to the NT, approximately 66% are from mainland China, 19% from Hong Kong and 15% from Taiwan.

Deep dive into the latest marketing activities, visitation results, trends and future plans for our China market through this international market update presentation.

Find out more about strategic opportunities, market profile and an overview of international performance by viewing our China factsheet.

Germany

The German speaking market of Central Europe is a long term traditional market for the Northern Territory. The Northern Territory’s Tourism Industry Strategy 2030 sets out high level targets based on the International Visitor Survey results and the 2030 target for the German and Swiss markets combined is 50,000 holiday visitors. This equates to a 3.1% compound average annual growth rate.

At present the Northern Territory holds a 14.6% market share of the German and Swiss market of inbound arrivals to Australia. These markets are strategically important due to their long length of stay, high average spend and the dispersal rate of visitors.

Average vacation entitlement in Switzerland and Germany is between four and six weeks. Both markets have relatively high purchasing power and federally mandated vacations which results in a high proportion of the population travelling.

58% of German ‘High Value Travellers’ (HVT) are booking their travel online, with an average lead time of 3-6 months (50%). Main planning sources are friends and relatives (46%), travel books (33 %), internet searches (31%), brochures (30%) and offline travel agents (23%). With 1.2 million HVTs in Germany considering Australia (11% of the German long-haul travel market), the market represents a good opportunity for the Northern Territory.

Deep dive into our latest marketing activities, visitation results, trends and future plans for the German market through this international market update presentation.

Find out more about strategic opportunities, market profile and an overview of international performance by viewing our Germany factsheet.

France

The French visitor market is an established, stable visitor market for the Northern Territory. The Northern Territory’s Tourism Industry Strategy 2030 sets out high level targets based on the International Visitor Survey results and the 2030 target for the French market is 20,000 holiday visitors. This equates to a 3.6% compound average annual growth rate.

At present the Northern Territory holds a 10.1% market share of the Australian French visitor market. The market is strategically important due to the high dispersal rate of French visitors, particularly from the youth segment, who also deliver a high spend per trip. One in six visitors from France visit Australia for a working holiday, much higher than other source markets.

The French market continues to rely on traditional trade to sell Australia, although online travel agents including Expedia and Odigeo (Opodo and E Dreams) are increasing in prominence, particularly in the youth segment. Social media is also playing a key role in influencing travel from the youth market.

Deep dive into our latest marketing activities, visitation results, trends and future plans for the French market through this international market update presentation.

Find out more about strategic opportunities, market profile and an overview of international performance by viewing our France factsheet.

Italy

The Italian visitor market is an established, stable visitor market for the Northern Territory. The Northern Territory’s Tourism Industry Strategy 2030 sets out high level targets based on the International Visitor Survey results and the 2030 target for the Italian market is 20,000 holiday visitors. This equates to a 4.4% compound average annual growth rate.

At present the Northern Territory holds a 17.7% market share of the Italian inbound visitor market to Australia. According to Tourism Australia, there are 600,000 Italian High Value Travellers considering visiting Australia (11% of long haul market); this target normally spends 2-3 times more than the average traveller; 69% of these travellers are independent travellers.

The Italian market is strategically important to the Northern Territory due to the high dispersal rate of visitors and their relatively high spend per trip, particularly from the honeymoon segment.

Online plays a key role in Italy for destination selection and planning. Consumers are increasingly using online channels for booking. However, traditional operators remain an important booking channel for the leisure market and probably the main one for special interest travel such as the honeymoon segment.

Deep dive into our latest marketing activities, visitation results, trends and future plans for the Italian market through this international market update presentation.

Look into strategic opportunities, market profile and an overview of international performance by viewing our Italy factsheet.

Japan

The Japanese visitor market is an important visitor market for the Northern Territory in terms of volume and spend.

The NT holds a 9.0% market share of all Japanese holiday visitors to Australia, many of whom visit Uluru as part of a larger Australian itinerary. Uluru was the second most desirable Australian destination for Japanese travellers, however a key motivating factor for visitation has previously been the Uluru climb which closed on 26 October 2019.

The Northern Territory’s Tourism Industry Strategy 2030 sets out a 2030 target for the Japanese market of 50,000 holiday visitors. This equates to a 1.1% compound average annual growth rate from the base (YE March 2019), which takes into account the likely immediate drop-off in demand post-climb closure.

Even though Uluru is the main drawcard for Japanese visitors to the Northern Territory, Tourism NT is committed to dispersing Japanese travellers to Kings Canyon, Alice Springs and the Top End, including Darwin and surrounds, Kakadu and Katherine.

The Japanese market is a mature market and visitors are interested in new Australian destinations. From those Japanese visitors that have visited the Top End we know there is great destination appeal, and this is an opportunity that Tourism NT is focused on working with trade and industry to materialise.

Japan remains a very traditional market for booking style, with greater than 50% of travel bookings from Japan to Australia made through travel agents. Therefore, working with the travel trade in Japan is a key focus of Tourism NT’s activity.

Deep dive into our latest marketing activities, visitation results, trends and future plans for the Japan market through this international market update presentation.

Look into strategic opportunities, market profile and an overview of international performance by viewing our Japan factsheet.

North America

The North American visitor market is the highest yielding international holiday market for the Northern Territory.

The Northern Territory’s Tourism Industry Strategy 2030 sets out high level targets based on the International Visitor Survey results and the 2030 target for the United States and Canada combined is 70,000 holiday visitors. This equates to a 3.2% compound average annual growth rate to 2030.

At present the Northern Territory holds 5.3% market share of the North American market of inbound arrivals to Australia. The market is strategically important due to their high spend, travel outside of the peak season and propensity to disperse into the regions.

Deep dive into our latest marketing activities, visitation results, trends and future plans for the North American market through this international market update presentation.

Look into strategic opportunities, market profile and an overview of international performance by viewing our North America factsheet.

Singapore

Singapore is an important source market for the NT and a key connectivity hub from an aviation perspective with two direct air services linking Singapore with Darwin, being Jetstar Asia and SilkAir, the regional wing of Singapore Airlines.
 
Currently the NT holds a relatively small market share of Singaporean leisure travellers to Australia, however there is good potential for the NT to generate growth from this market. For Singaporeans, Australia is perceived as a safe and secure destination with world class natural beauty and wildlife in close proximity, at just 4.5 hours flight time away.

Much of Tourism NT’s activity in the Singapore market centres around the support of the direct airline services which includes cooperative activity to stimulate demand in Singapore and neighbouring Malaysia, and in source markets one air stop away including the UK, Germany, Italy and China.

Deep dive into our latest marketing activities, visitation results, trends and future plans for the Singapore market through this international market update presentation.

Look into strategic opportunities, market profile and an overview of international performance by viewing our Singapore factsheet.

United Kingdom

Despite the decline in visitor numbers in recent years, the United Kingdom (UK) visitor market remains an important market for the NT delivering high yielding visitors, with a long length of stay, that disperses well across the regions.

The NT holds a 4.4% market share of all UK holiday visitors to Australia. The downward trend of visitor numbers to the NT over the last seven years is partly due to a decline in aviation access, the relative affordability of the destination and a decrease in youth travellers, which has also been reflected in other regional jurisdictions.

Deep dive into our latest marketing activities, visitation results, trends and future plans for the United Kingdom market through this international market update presentation.

Look into strategic opportunities, market profile and an overview of international performance by viewing our United Kingdom factsheet.

Australian-Based International Marketing

Tourism NT promotes tactical marketing campaigns to international youth travellers residing on the East Coast of Australia, including working holiday makers. For more information on our Australian-based international marketing campaigns and how to get involved, email [email protected]

Get involved

Tourism NT representatives in each of our key markets conduct regular destination training and updates to educate international travel trade to promote and sell Northern Territory tourism products.

To grow your international business, and find out more about Tourism NT trade initiatives and international market opportunities, please visit our Trade Marketing page.

More information

For more information, contact Rachel Telford and the International Marketing team:

Tel: +61 8 8999 3900
Email: [email protected]

Page last updated on 03 June 2020