Tourism NT, NT Major Events Company merge to drive visitor growth
In a move set to drive further visitor growth, Tourism NT and NT Major Events Company will merge to become a single entity called Tourism and Events NT, effective 1 January 2026.
The move cements a bold vision to grow a thriving, year-round visitor economy said NT Department of Tourism and Hospitality CEO Suzana Bishop.
“We know our incredible event portfolio plays a huge role in bringing visitors who then go on to experience the thrill of big skies and the quiet of ancient places in the tropical Top End and the iconic Red Centre.
“Our two organisations already work extremely closely together so integrating them makes perfect sense and will create a powerhouse of creativity and strategy when it comes to promoting the Territory.”
The integration is already delivering practical results, including:
- Major event tickets now available through travel trade channels, bundled with accommodation, flights and tours
- Cross-promotion of tourism and events expanding reach - including the sell-out T20 International Cricket match and 58% interstate and overseas visitors for Motocross Australia Grand Prix
- NT events now featured in Tourism NT agent and media programs, boosting exposure with global buyers.
An Expression of Interest process for Tourism and Events NT Advisory Board appointments will open Wednesday 24 September and close Wednesday 22 October. The current Tourism NT Board will support the transition until 31 December 2025.
The announcement coincides with the appointment of Staci Mellman as Chief Marketing Officer starting 1 October.
Ms Mellman brings outstanding international tourism marketing credentials, having led destination marketing for Brand USA and VISIT FLORIDA, where she forged innovative partnerships with Michelin, the NFL and Expedia, delivering measurable growth in visitation and brand engagement.
Mrs Bishop said this year of growth and change will be crowned by Destination NT.
“We are excited to bring industry and stakeholders together in Darwin from 4-8 November to help shape the future of tourism in the Territory. We are also currently in the middle of an industry consultation process for a new Visitor Economy Strategy 2032. It’s all happening in the NT.”
Further information on the NT Visitor Economy Strategy 2032 consultation process and to secure tickets to Destination NT head to www.tourismnt.com.au