Northern Territory Targets Southeast Asia Tourism Growth With Authentic Experiences and Better Air Connectivity as Emily Hill Discusses

Monday, August 24, 2026

Emily Hill, International Markets Manager at the Department of Tourism and Hospitality, Northern Territory, highlighted the growing importance of Southeast Asia as a key tourism market during Australia Marketplace Southeast Asia. She said the event provides valuable opportunities to strengthen trade partnerships and introduce Northern Territory experiences to new travel buyers across the region. Hill noted strong demand for authentic Australian experiences, including Aboriginal culture, wildlife, national parks, self-drive holidays and premium travel. Beyond Uluru, she encouraged visitors to explore Kakadu, Darwin, Nitmiluk Gorge and Litchfield National Park. She also stressed that improved air connectivity and airline partnerships are essential for attracting more visitors, supporting longer stays and driving economic benefits. Looking ahead, she sees significant potential to position the Northern Territory as an extension of Sydney or Melbourne holidays.

What makes Australia Marketplace Southeast Asia an important event for the Northern Territory, especially when connecting with travel partners from this region?

Australia Marketplace Southeast Asia is one of the most valuable international trade events on our calendar because it brings together key travel buyers from across Singapore, Malaysia, Indonesia, Thailand, Vietnam and the Philippines. 

The event provides us with the opportunity to strengthen existing partnerships and introduce the destination and Northern Territory experiences to new partners we are not yet working with. The relationships built here are crucial, as it’s the travel agents and tour operators who are highly influential in the destinations in Australia that travellers choose to visit. 

From the conversations you’ve had at the event, what seems to be catching the attention of Southeast Asian travel buyers?

There’s strong interest in experiences that are authentic and uniquely Australian. Buyers are looking for destinations that offer something their clients can’t experience anywhere else, whether that’s Aboriginal cultural experiences, incredible wildlife, national parks or spectacular landscapes like Kakadu and Nitmiluk. There is also interest in self-drive itineraries which Northern Territory is well known for.

I’ve also noticed growing interest in premium experiences, shorter itineraries that can be combined with Australia’s east coast, and opportunities for families and multigenerational travellers. 

When people think of the Northern Territory, Uluru often comes to mind first. What other places or experiences would you encourage Southeast Asian travellers to discover?

Uluru is undoubtedly one of Australia’s most iconic destinations, but the Northern Territory has so much more to offer.

The Top End has the best air access from Southeast Asia with direct routes from Singapore and Indonesia and a short flight time.  I’d encourage travellers to discover Kakadu National Park, the ancient Aboriginal rock art and incredible wildlife and stunning wetlands. In Darwin, visitors can enjoy vibrant multicultural food, waterfront dining and easy access to nature. Nitmiluk Gorge offers spectacular cruises and canoeing experiences, while Litchfield National Park is perfect for swimming beneath waterfalls and exploring beautiful natural landscapes. And all these destinations are accessible in from Darwin and perfect for a self-drive holiday.

What do Southeast Asian travellers usually look for when visiting the Northern Territory, and have their preferences changed in recent years?

Nature and wildlife remain the biggest drawcards, but we’ve seen traveller preferences evolve in recent years with an increase interest in self-drive itineraries and more soft adventure travel.

They want to connect with local people, learn about culture, enjoy quality food and accommodation, and share memorable experiences with family and friends.

How important are better flight connections and partnerships with airlines in attracting more visitors from Southeast Asia?

Air access is fundamental to growing visitation.

The easier and more affordable it is for travellers to reach the Northern Territory, the more competitive we become as a destination. Direct services and strong airline partnerships not only improve convenience for visitors but also give travel agents greater confidence when building Northern Territory itineraries.

We continue to work closely with Tourism Australia, airlines and industry partners to support aviation growth because improved connectivity creates opportunities for increased visitation, longer stays and greater economic benefits for the Territory. Continued investment in aviation connectivity has been identified as a key driver of future tourism growth between Australia and Southeast Asia. 

Looking ahead, where do you see the biggest opportunities for growing tourism between the Northern Territory and Southeast Asia?

Southeast Asia represents one of our most exciting growth markets.

The region has a rapidly expanding middle class, strong aviation links with Australia and an increasing appetite for unique, experience-based travel. We see significant opportunities to grow visitation by increasing destination awareness, strengthening trade partnerships, expanding aviation connections and developing new tourism experiences tailored to the Southeast Asian visitor.

There’s also enormous potential to position the Northern Territory as more than just a standalone destination, but as an addition to a Sydney or Melbourne holiday. By working collaboratively with Tourism Australia, airlines and our tourism industry, we’re well placed to welcome even more visitors from Southeast Asia in the years ahead. 

« Back to Page