Northern Territory Government Newsroom

Turbocharged Territory Arts Trail Campaign to Boost Tourism

The Northern Territory is being billed as ‘The world’s biggest art gallery’ in the Government’s latest bid to attract more tourists.

Territory’s rich art and culture is a major drawcard for national and international tourists and a key economic driver. A new marketing campaign launched around Australia over the weekend promotes the Territory’s distinctive Aboriginal art and culture as the hook to encourage more holiday bookings to the Territory. 

The Territory Labor Government is investing $106 million to build a nationally significant Arts Trail throughout the Territory to support and grow our arts and cultural industry and provide new and enhanced attractions for national and international visitors.

The new Territory Arts Trail campaign has been made possible through the Government’s record $103 million Turbocharging Tourism package which is bringing thousands of more visitors to the Territory, injecting millions of dollars into the economy and creating local jobs.

Minister for Tourism, Sport and Culture, Lauren Moss said the campaign will position the Territory as the premier global destination to visit for Australian Aboriginal art and culture.

A feature of the new campaign includes a locally crafted music piece by Alice Springs’ musician David Crowe. The piece entitled ‘Colours of the Territory’ is a response to the vibrant and diverse landscapes and culture of this beautiful and unique part of the country, using different musical textures to paint the variety of colours and cultures we have here.

The campaign will promote the Territory’s art centres, festivals, events, Aboriginal rock art sites, commercial and public art galleries as well as cultural tours. Big, bold and eye-catching imagery featuring the Territory’s distinctive art and culture is used throughout the campaign, particularly in high foot traffic locations in major Australian cities. 

Other advertising on digital and social media platforms will drive holiday makers to a new webpage, which includes itineraries and maps highlighting attractions, experiences and events as well as special offers to encourage bookings in 2019.


Quotes from Minister for Tourism, Sport and Culture, Lauren Moss

“The world’s biggest art gallery isn’t in New York or Paris, its right here, the NT. That’s the message we’ll be making sure is heard loud and clear around the country.

“The Territory is a living, growing exhibition more than 65,000 years in the making. 

“Our arts and culture, in particular first nations art and culture, is unique, and all around us. Visitors know they can have an experience in the Territory unlike any other.

“It is where you can discover Aboriginal carvings on the Tiwi Islands or learn the ancient practice of basket weaving in Katherine and Kakadu.

“It’s a place where you can watch as generations of history are brought to life in colourful fabric prints in Arnhem Land one day and see traditional Aboriginal dot paintings inspired by the spectacular landscapes of the Red Centre the next day.”

Quotes from Alice Springs’ musician, David Crowe

“It’s been a really fun project to work on and one that is close to my heart, as an NT artist who has lived all over the Territory, from Arnhem Land to central Australia, the Barkly and Katherine regions.” 

Media Contact: Trish Grimshaw 0401 119 242 

Arts Trail collateral

Arts Trail fact sheet