Scenic Northern Territory destinations could receive a boost in tourism interest thanks to an upcoming Netflix series billed as Australia’s answer to Yellowstone.
Set to debut on October 24, Territory will focus on a fierce succession battle over the world’s largest cattle station:
“When Marianne Station is left without a clear successor, generational clashes threaten to tear the Lawson family apart.
Sensing this once-great dynasty is in decline, the outback’s most powerful factions — rival cattle barons, desert gangsters, Indigenous elders, and billionaire miners — move in for the kill.
With billions of dollars at stake, everyone wants a piece of the pie.”
Netflix said the neo-Western series, starring the likes of Sam Corlett (The Dry), Anna Torv (The Last of Us) and Hamilton Morris (Sweet Country), was filmed across the Northern Territory and South Australia in locations “so remote they’re barely inhabited”.
Kakadu National Park provides stunning scenery. Photo: Tourism NT
Tourism NT executive director of marketing Tony Quarmby anticipates the series’ release will be the territory’s biggest breakout moment since “Priscilla was in the desert and Crocodile Dundee was in cinemas”.
The global spotlight is expected to shine on three Northern Territory gems in particular:
- Kakadu National Park: One of Australia’s largest national parks, this World Heritage-listed location will act as the background for escalating power struggles in Territory, further lifting international awareness of its lush rainforests, waterfalls and ancient rock art.
- Litchfield National Park: Although smaller than Kakadu, Litchfield National Park still impresses with its array of stunning waterfalls and swimming spots.
- Berry Springs: This nature park is home to several swimming areas surrounded by trees and aquatic life; perfect for a barbecue and a dip. Visitors can also view the remains of huts and weirs built during World War II, when more than 100,000 armed forces personnel used the area as a rest and recreation camp.
Northern Territory’s Berry Springs Nature Park could soon see more people floating in its calm waters. Photo: Tourism NT
Although South Australia’s Anna Creek station – the largest cattle station in the world – was the inspiration for the series, some filming was done at Tipperary Station, a Northern Territory cattle station large enough to have its own school and airfield.
“From White Lotus to Bridgerton, we’ve seen how streaming series can spark new waves of tourism,” Quarmby told TND.
“With Territory set to hit screens later this month, Tourism Northern Territory has integrated its marketing and partnership activities, so the locations are poised to become the hot spots for travellers seeking epic landscapes, real life adventures and experiences usually only seen on TV screens.”
He said the effect of film and series projects on tourism was previously demonstrated through the partnership activity and leveraging of 2019 film Top End Wedding, which prompted a 17 per cent increase in visitation to the region that year.
Source: Netflix
‘Set-jetting’
It is far from unrealistic to expect the Netflix series will boost tourist numbers.
Experts told The New Daily ‘set-jetting’ (travelling to film and series locations) dates back as far as the 1950s.
Films such as the Audrey Hepburn-led Roman Holiday (1953) increased interest in Rome, while Sophia Loren’s Boy on a Dolphin (1957) inspired holidays to the Greek island of Hydra.
Last year, American Express reported 64 per cent of travellers said they made travel plans or were inspired to visit a specific country or destination after it was featured on a television show, news source or a film.
Countries rush to cash in
The increased interest has countries fighting to be showcased on screen.
For example, Thailand introduced a 30 per cent rebate for production companies to save millions of dollars in order to attract projects like The White Lotus after previous seasons of the show generated huge interested in Hawaii and Sicily.
Last week, French President Emmanuel Macron said he would “fight hard” to keep Netflix’s Emily in Paris filming in France after the show hinted a change of location to Italy.
His comment came after France’s national centre for cinema released a study in January revealing one-in-10 tourists decided to visit France primarily because of a movie or series, with 38 per cent of these cases attributed to Emily in Paris.
Australia, already an international favourite filming destination, also recognised the valuable role film and series can play in tourism by raising the tax rebate for large-budget film and television projects shot locally from 16.5 per cent to 30 per cent earlier this year.