4 November 2025
The Finocchiaro CLP Government is charting a clear path to a stronger, year-round visitor economy, unveiling the Northern Territory Visitor Economy Strategy 2032 at the inaugural Destination NT tourism industry event.
Minister for Tourism and Hospitality Marie-Clare Boothby said the seven-year Strategy sets an ambitious, practical direction to grow visitation, drive investment, and strengthen our regions right across the Territory.
"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 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.
"To get there, we're focusing on five clear objectives: investing in infrastructure, improving connectivity, growing our workforce, lifting our global brand, and expanding experiences all driven by real data, modern 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 the new Strategy, alongside the Destination NT week-long industry event, represents a fresh, united approach to how the Territory promotes itself to the world.
"For too long, things were left scattered, siloed and dictated by Government. We've changed that," she said.
"We've brought tourism, hospitality, events, and parks and wildlife together under one roof, so we can market it, sell it and grow it together.
"We're backing the industry with bold, practical action, securing Silkwood, a 30,000 hectare parcel of land next to Litchfield National Park, defining Australia's leading military tourism destination, and seizing new opportunities that set us apart from others 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."
The Territory's visitor economy is already building strong momentum under the CLP Government. The latest CommSec State of the States report ranks the NT first in the nation for economic and population growth.
The Territory also recorded the strongest growth in visitor numbers and expenditure in the nation for the year ending June 2025 and was the only jurisdiction to grow its cruise economy which is up 13.3% to $205.6 million.
Department of Tourism and Hospitality CEO Suzana Bishop said the Strategy captures the Territory's trademark collaboration and drive.
"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.
"Developed in partnership with industry, the Strategy reflects extensive consultation and collaboration across the visitor economy stakeholders.
"Within the Territory more than 350 people contributed through roadshows, surveys and conversations held in Nhulunbuy, Alice Springs, Yulara, Tennant Creek, Darwin, Katherine and online. The Strategy is also informed by comprehensive national and global research, ensuring the targets and direction capture both the Territory's competitive strengths and the opportunities 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."
The full Northern Territory Visitor Economy Strategy 2032 will be released in March 2026, with implementation underway by May 2026.
Read the Northern Territory Visitor Economy Strategy 2032 here here and learn more about Destination NT here here.
