The Northern Territory’s tourism sector is set for major growth under a new seven-year plan unveiled by Minister for Tourism and Hospitality Marie-Clare Boothby at the inaugural Destination NT industry event.
The Northern Territory Visitor Economy Strategy 2032 lays out a clear path to strengthen the Territory’s visitor economy, targeting $2.2 billion in visitor spending and 1.5 million overnight trips by 2032.
“Our goal is to grow visitor spending from $1.5 billion to $2.2 billion and lift overnight trips from 1.2 million to 1.5 million by 2032,” said Ms Boothby. “That’s an extra $700 million in economic activity during the life of the strategy that will support thousands of Territory businesses from our tour guides and restaurants to our pubs, parks and hotels.”
The strategy centres on five objectives: investing in infrastructure, improving connectivity, growing the workforce, lifting the global brand, and expanding experiences through data, technology, and partnerships.
“Our people within the industry are the ones who make every stop along the way worth a visit—it’s part of our Territory spirit, which sets us apart from the rest of Australia,” Ms Boothby said.
She added that the new approach brings tourism, hospitality, events, and parks together “under one roof” to market, sell and grow the Territory’s appeal collectively. “For too long, things were left scattered, siloed and dictated by Government. We’ve changed that.”
Highlighting tangible initiatives, Ms Boothby cited the acquisition of Silkwood, a 30,000-hectare parcel of land next to Litchfield National Park, and efforts to establish Australia’s leading military tourism destination, along with emerging opportunities such as dark sky tourism.
“When tourism thrives, the Territory thrives. Every extra flight, every full hotel, every busy café means more jobs, stronger regions, and more people choosing the Territory to visit, and perhaps even fall in love and call home,” she said.
The Territory’s visitor economy is already on a growth trajectory. The latest CommSec State of the States report ranks the NT first in the nation for economic and population growth, while recent data shows the NT recorded the strongest rise in visitor numbers and expenditure nationwide, including a 13.3 per cent boost to its $205.6 million cruise economy.
Department of Tourism and Hospitality CEO Suzana Bishop said the new strategy reflects collaboration and accountability. “The Strategy captures the ideas and ambitions of people driving the Territory’s visitor economy while establishing clear accountability across sectors that influence tourism and whole of visitor economy outcomes,” she said.
She noted that more than 350 people from across the Territory contributed to the development of the Strategy through roadshows, surveys and discussions in Nhulunbuy, Alice Springs, Yulara, Tennant Creek, Darwin and Katherine. The plan also draws on national and global research to align with trends shaping the future of travel.
“By working together across regions and sectors, we can turn ambition into action and strengthen the Territory’s position as a leading destination,” Ms Bishop said.
The full Northern Territory Visitor Economy Strategy 2032 will be released in March 2026, with implementation due to begin by May 2026.
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