Tourism NT leverages Territory’s top spot on Netflix

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Edited by Travel Weekly


Territory, the highly anticipated Aussie drama series set in the Top End, has earned the No.1 position in Australia and No.3 in the world just a week after landing on Netflix.

Taking advantage of the travel trend of “set jetting”, Tourism NT is creating awareness and inspiration to travel and tapping into Netflix’s enormous global reach. Since its release last Thursday, the series has gained 6.4m views and was No.3 in the global Top 10 English TV show list and No.1 in Australia’s Top 10.

Netflix has 277m global subscribers and audiences spending an average 13.6 hours a week streaming content, such as the Katherine family-based series Barrumbi Kinds in 2022 and the 2019 film Top End Wedding.

Top End Wedding resulted in a 17 per cent year-on-year increase in visitation to the region and expectations are high to achieve something similar from Territory.

Throughout the Territory series, viewers are taken on an incredible journey with jaw-dropping landscape shots of the dual UNESCO World Heritage-listed Kakadu National Park, which is featured throughout the episodes. The Northern Territory’s iconic Litchfield National Park and Berry Springs are also prominently featured throughout the series.

Some standout highlights from the series include:

  • Bullo River Station: From spectacular rocky gorges to sprawling green floodplains and savannah woodlands, Bullo River Station offers guests an authentic slice of outback Australia. A stay at Bullo River gives guests a behind-the-scenes glimpse into station life, the chance to cruise along the vast Bullo and Victoria rivers, and the opportunity to explore Aboriginal rock art, swim in secluded waterholes, and much more.
  • Bamurru Plains: Inspired by the luxury camps of Africa, Bamurru Plains offers a unique experience in a superb bush setting. An extensive touring program focuses on exploring the surrounding country away from the safari lodge, with airboat trips on the wetlands, river cruises in search of crocodiles, bird watching, astronomy evenings, overland safari drives, and guided wilderness walks.
  • Finniss River Lodge:
    Nestled on a 50,000-acre working cattle station, this all-inclusive luxury lodge sits on the edge of vast wetlands, with each of the property’s breathtaking rooms commanding expansive views of nature and fiery sunsets. Here, guests can tailor their stay to be as adventurous or relaxed as they desire with wildlife viewing, bush walking, air boating, and the much-loved Cows and Canapes tour just some of the unique experiences on offer.
  • Katherine Outback Experience:
    From saddling a young horse or riding it for the first time, to training working dogs of all ages and personalities, this is life on an outback farm. Tom Curtain’s Katherine Outback Experience celebrates the Northern Territory’s unique farming history and culture through real horse-starting and working dog demonstrations, live music and storytelling. The two-hour Outback Show provides an exclusive ‘behind the scenes’ experience like no other.

Territory director, Greg McLean, said the Northern Territory has a special magic that makes it unlike anywhere else in Australia, or the world.

“It’s the unique combination of its tropical location, epic natural beauty, incredible wildlife, its diverse, friendly and fiercely authentic people alongside its rich, vibrant and fascinating indigenous culture that make it a place everyone must experience in their lifetime,” he said.

Tourism NT’s current marketing campaign for Territory, emulates previous screen leveraging successes.

“We couldn’t afford to sit back and wait for organic interest to be generated from the series so in anticipation that Territory would be top of the charts and streamed to potentially 277 million Netflix subscribers globally, the latest campaign ‘Territory – for Real’, aims to immediately convert that interest into intention to travel to the locations featured,” Tourism NT chief marketing officer, Tony Quarmby, said.

Territory fans seeking travel ideas for a real-life Territory holiday can check out themed travel packages with Luxury Escapes and AAT Kings, as well as film locations, “set jetting” content, itineraries and operator products at Northern Territory’s website.

REVIEW: Netflix drama Territory set to showcase Australia’s Top End to the travel world

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