The Northern Territory has never hesitated to flex its muscles regarding bold ideas; this latest manoeuvre is proof. From 1 January 2026, Tourism NT and NT Major Events Company will swap the awkward dance of partnership for a proper marriage under one name: Tourism and Events NT.
Suppose that sounds like common sense finally prevailing; it is. “Our two organisations already work extremely closely together so integrating them makes perfect sense,” declared NT Department of Tourism and Hospitality CEO Suzana Bishop, adding that the fusion would create “a powerhouse of creativity and strategy when it comes to promoting the Territory.”
And what a Territory it is. Visitors drawn by events, whether thundering motorbikes, desert symphonies, or the odd international cricket clash — invariably find themselves seduced by the NT’s second act: ancient landscapes, big skies, and the kind of stillness that makes southern city life feel like a mistake.
A natural partnership
Few in the industry were surprised by the announcement. “It’s a natural fit for Tourism NT and NT Major Events Company to come together,” said Alicia Triggs, Executive General Manager Sales & Partnerships at Journey Beyond, which runs iconic experiences such as The Ghan, Outback Spirit Tours and Darwin Harbour Cruises.
Triggs pointed out what most of us know: tourism and events are joined at the hip. “Each one strengthens the other, creating a strong driver for visitation,” she said, praising the new entity as a chance to keep the Territory front of mind both nationally and globally.
Ben Hall, CEO of AAT Kings Group, chimed in with similar enthusiasm. “We have seen tourism and events combine and grow this sector in many other Australian States in recent years, so this initiative is a sensible one for the Northern Territory,” he observed. Translation: about time.
The practical wins
This is not just an exercise in branding and letterheads. The integration is already proving handy:
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Major event tickets can now be bundled with flights, accommodation and tours, a neat way of nudging visitors to stay a little longer.
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Cross-promotion delivers audiences that Sydney would envy, such as the sell-out T20 International Cricket match and the Motocross Australia Grand Prix, where 58% of attendees were from interstate or overseas.
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NT events are finally being pushed through Tourism NT’s global agent and media networks, meaning international buyers are catching more than a whiff of the Territory’s potential.
Leadership with clout
The appointment of Staci Mellman as Chief Marketing Officer from 1 October adds further polish. Mellman’s CV reads like a tourism marketer’s dream: stints with Brand USA and Visit Florida, deals with Michelin and the NFL, and a flair for partnerships with online giants such as Expedia.
It is precisely the kind of international firepower needed to ensure the Territory punches above its weight in a fiercely competitive global tourism arena.
Big conversations ahead
Of course, a merger is only the start. Bishop promised a year of “growth and change,” highlighted by the upcoming Destination NT gathering in Darwin (4–8 November), where the industry will chew over what’s next for the Top End and Red Centre.
At the same time, consultations are underway for a new Visitor Economy Strategy 2032, aimed at keeping the NT firmly in the global spotlight for the next decade. If the Territory can balance growth with sustainability, the merger must look less like a bureaucratic shuffle and more like a masterstroke.
Why it matters
Events lure travellers; landscapes make them linger. This formula works in New South Wales, Victoria, and Queensland, and now the NT is embracing it with gusto. By creating Tourism and Events NT, the Territory signals it has no intention of being a sideshow in Australia’s tourism story.
As Bishop said, “It’s all happening in the NT.”
And for once, that’s not marketing hyperbole.
Visit www.tourismnt.com.au for further information on the Visitor Economy Strategy 2032 consultation process and to secure tickets to Destination NT.
By Soo James
