Tourism NT has launched a new campaign, ‘Sharing your culture with visitors’, which aims to increase Aboriginal participation in the Northern Territory’s thriving tourism sector.
Aboriginal cultures are central to the Territory’s identity, and this campaign seeks to strengthen the connection between Aboriginal Territorians and the tourism industry.
This initiative invites Aboriginal Territorians to establish or expand cultural experiences that showcase their rich heritage, offering visitors the chance to engage with one of the world’s oldest living cultures.
Sharing their stories, traditions, and cultural knowledge through the tourism industry supports keeping cultures strong, provides an opportunity to live and work on Country, and offers visitors a unique experience that no one else can provide.
Through powerful testimonials from current Aboriginal tourism operators, the campaign showcases how tourism can create job pathways, foster understanding, and respect for Aboriginal cultures, and support financial wellbeing for Aboriginal Territorians.
The campaign includes comprehensive social media, TVCs and radio ads which will run from September 2024 until 30 June 2025.
The campaign will be delivered across a variety of targeted Aboriginal media outlets and local community organisations, with a strong focus on leveraging the NT Aboriginal Cultural Tourism Framework. Tourism NT will also showcase aspirational content and promote existing Aboriginal tourism businesses.
With Aboriginal tourism representing 18% of the NT’s total tourism consumption, the campaign highlights the Territory’s unique position as the go-to destination for authentic Aboriginal cultural experiences.
