Tourism NT has launched a national campaign to attract Australians to “road trip differently” in the Territory this year, which will see “paid media exposure” and a “unique promotion with Uber”, as well as “on-ground activations” at interstate caravan and camping shows.

The 2025 “Drive Market Campaign” which will run until the end of June this year, is now live, promoting road trips through the NT, the government said.

This year’s campaign highlights the Territory’s unique landscapes and experiences in both the Top End and the Red Centre, targeting self-drive enthusiasts, particularly those interested in caravanning and camping.

Tourism NT CEO Suzana Bishop said the drive market accounts for nearly 50 per cent of annual visitor numbers to the Territory each year.

“The drive market is integral for the Territory economy, tourism operators and many other businesses right across the Territory,” she said.

The paid media effort will promote the campaign, with taxpayer money spent on broadcasts on multiple channels like SBS, Channel 10, and Channel 7, alongside advertising in Caravan World magazine.

Details of the nature of the collaboration with Uber and the “on-site activations” at interstate caravan and camping shows were not explained.

Key partners for the new campaign include Tourism Top End, Tourism Central Australia, and the Caravan Industry Association of Australia, as well as THL (Britz and Apollo), NT Now and CamperMate.

The partnerships include discounts, travel packages, and a national competition offering prizes worth $22,000 to engage road trip enthusiasts. Additionally, the campaign will promote the iconic Explorer’s Way road trip in international markets like Germany, France, and Italy in partnership with the South Australian Tourism Commission.

“Coupled with our marketing work, ahead of the 2025 tourism season, we will be focusing on improving the drive market visitor experience with upgrades to road signs around West MacDonnell National Park, on the Victoria Highway and the big triangle welcome to Batchelor and Litchfield National Park sign on the Stuart Highway in partnership with Litchfield Regional Tourism Inc,” Ms Bishop said.

Industry is encouraged to get involved with the new campaign and can access a toolkit at the Tourism NT website for more information on participating and making the most of drive visitors in 2025.