SENATOR THE HON DON FARRELL
Minister for Trade and Tourism
Special Minister of State
SENATOR THE HON MALARNDIRRI MCCARTHY
Minister for Indigenous Australians
Senator for the Northern Territory
MARION SCRYMGOUR MP
Special Envoy for Remote Communities
Member for Lingiari
JOINT MEDIA RELEASE
The Albanese Labor Government is delivering for Australia’s iconic Red Centre, with major investments to attract more visitors, create new experiences for visitors and support local businesses.
The next phase of our $5 million Red Centre Marketing Boost is launching today, with Tourism Central Australia (TCA)’s Fly Free to Alice campaign in partnership with NT Now, which allows Australian travellers access to free flights to the Red Centre when booking a travel experience.
This builds on TCA’s two-year Head for the Heart campaign, launched in March, which highlights the wide range of experiences available in the Red Centre including lesser-known trips and destinations.
In addition, the range of experiences on offer has increased, with $2.5 million in grants delivered to 17 tourism businesses through the Red Centre Tourism Development Fund.
The fund supports Red Centre tourism operators to invest in new tourism offerings and experiences that will encourage visitors to stay longer and explore more of the region. The full list can be found here.
The Red Centre Marketing Boost and Red Centre Tourism Development Fund are both part of the Albanese Government’s $8.5 million investment in supporting the Red Centre, with the $1 million Alice Springs Revival and Resilience grant program launching in November 2025.
Quotes attributable to the Minister for Trade and Tourism Don Farrell
“The Albanese Government is committed to supporting tourism in regional Australia, and we’re putting our money where our mouth is.
We are delivering $8.5 million in targeted support to the Red Centre to support local businesses, jobs and communities.
“This funding will help to create new experiences and tell the Red Centre’s remarkable story to the world, driving the tourism that is a lifeblood for the region.”
Quote attributable to the Minister for Indigenous Australians Malarndirri McCarthy
“Tourism is a key economic driver in Central Australia, with the Red Centre welcoming visitors from around the country and the world.
“By supporting local tourism businesses, the Albanese Government is backing local jobs and stronger communities in Central Australia.”
Quote attributable to the Member for Lingiari Marion Scrymgour MP
“The Red Centre offers experiences you simply can’t find anywhere else. This campaign gives more Australians the chance to discover the landscapes, culture and communities that make our region extraordinary.”
Quote attributable to Danial Rochford, CEO of Tourism Central Australia
“Tourism Central Australia sincerely thanks the Federal Government for its commitment to Central Australian tourism.
“This investment works on two fronts — the Red Centre Marketing Boost is powering campaigns like Fly Free to Alice that bring more Australians to our region, while the Red Centre Tourism Development Fund is backing 17 local operators to create the new experiences that make a visit here unforgettable.
“It is a strong vote of confidence in the future of Central Australian tourism.”
Quote attributable to John Liddle, Owner & Operator of J&L’s Outback Experience
“This funding will allow us to expand our facilities and cater to a broader range of visitors, helping us grow sustainably into the future, to strengthen our contribution to Central Australia’s tourism economy and ensure more people can experience our beautiful culture firsthand.”
Quote attributable to Samantha Hussey, General Manager of Olive Pink Botanic Garden
“Working alongside local Indigenous tourism operators, we’ll create a welcoming hub where visitors can easily access authentic First Nations experiences while supporting the growth of Indigenous tourism businesses in Alice Springs. We’re looking forward to working with our Indigenous partners to bring it to life.”
