A new tourism campaign, Culture is closer than you think, has launched Australia-wide, targeting holidaymakers who have an interest in Aboriginal culture, a core component of the Northern Territory’s tourism offering.
There is no better place in Australia for holidaymakers to immerse themselves in authentic Aboriginal cultural experiences than the Territory.
To reinforce and grow further awareness of the NT as a premier destination for authentic Aboriginal tourism experiences, the new campaign will feature inspirational advertisements, social and digital media placements and will be supported by deals on Aboriginal cultural tours and experiences.
‘Strengthening and showcasing the NT’s distinctive Aboriginal cultural tourism experiences’ is one of six priority objectives in our 2030 tourism strategy.
The NT has rich and diverse Aboriginal cultural experiences in art, food, artefacts, dance, music and storylines. For travellers to the NT, Aboriginal culture can be experienced through natural attractions, rock art sites, galleries, Aboriginal events such as Parrtjima, and bookable cultural tours and experiences.
Australians who are craving authentic cultural experiences have previously travelled overseas and spent thousands of dollars on trips internationally – this latest campaign will remind them the world’s oldest continuous living culture is closer than they think: and the best place to see it is in the Northern Territory, no passport needed.
Quotes from Minister for Tourism and Hospitality, Nicole Manison:
“The new ‘Culture is closer than you think’, Aboriginal Tourism Campaign is a further step towards the Northern Territory achieving our vision of being the undeniable Australian leader in the Aboriginal tourism sector and promoting the NT as the premier destination for authentic Aboriginal tourism experiences.
Domestic Aboriginal tourism focussed visitors contribute $218 million to the NT economy annually, and growing and supporting our Aboriginal tourism offerings, will in turn significantly strengthen our $40 billion dollar economy by 2030.
Nowhere lets you connect with the world’s oldest living culture like the Northern Territory. Tourism NT have created this campaign to remind Australians that here you don’t just witness Aboriginal culture, you can actually be a part of a culture over 65,000 years strong.”
Quotes from Chair of the Aboriginal Tourism Committee Paul Ah Chee Ngala:
“The NT’s Aboriginal Tourism Strategy found that 80 per cent of visitors to the NT would like an Aboriginal tourism experience.
This new consumer campaign will share the over 150 Aboriginal tourism products and experiences that we have on offer in the NT – continuing to develop a sustainable and prosperous Aboriginal tourism sector across the NT, and one that is at the forefront of Aboriginal tourism in Australia.”
NT tourism operators can leverage the campaign by accessing an industry toolkit at
Northern Territory Government
