Youth travel continues to be a key driver of Australia’s visitor economy, contributing 27% of visitor arrivals and 45% of total visitor spend. This audience tends to stay longer, spend more, and disperse more widely into the regions than most other segments. They also have a strong propensity to combine work, visiting friends and family, and holiday or leisure experiences (Tourism Australia, 2025).
Tourism and Events NT will launch the FY26 International Youth Campaign from 1 April to 30 June, targeting working holiday makers (WHMs) and backpackers aged 18 to 35 who are currently living in or travelling around Australia.
The 2026 campaign aims to increase demand for the Northern Territory as a destination of choice for youth audiences looking to combine work and travel. It supports the tourism industry while also helping to alleviate seasonal workforce shortages across the region.
Capturing the essence of the NT, the campaign messaging highlights what travellers can discover beyond a simple tick-box visit to meet visa requirements. From epic landscapes and unique adventures to more life after work and a welcoming community, the campaign positions the Territory as a destination where travellers find more than they expected.
Campaign activity includes a mix of digital video and static creative, supported by hero talent @AlfieOddJobs, a UK-based creator known for his adventurous and hands-on approach to travel and job content. This is complemented by street cast vox pops featuring backpackers who now call the NT home. Activity will reach audiences across youth focused platforms including Meta, TikTok, Snapchat, YouTube and Reddit, as well as through targeted domestic out of home placements.
The campaign is supported by:
- A dedicated landing page acting as the campaign hub, featuring targeted itineraries, product listings, working holiday information, and deals to help convert interest into visitation
- Encouraging job applications through Territory WorkerConnect
- Packages and deals from Happy Travels, Backpacker Deals, and Dundee Adventure
- Trade training and famils support throughout the year
Get involved!
Download the International Youth Campaign toolkit .
