As part of the Finocchiaro CLP Government's Rebuilding the Economy Strategy, two key organisations driving tourism and events will merge to form a single, dynamic entity: Tourism and Events NT.
Tourism NT and NT Major Events Company will come together under one umbrella, streamlining operations and enhancing the Territory's ability to market tourism and events with greater impact.
Minister for Tourism and Hospitality and Major Events, Marie-Clare Boothby, said the reform builds on industry consultation and aligns with the CLP Government's vision through its Rebuilding the Economy here and Restoring the Territory Lifestyle here strategies.
"By bringing two skilled teams together under one brand, we can market the Territory more effectively, attract more visitors, and deliver stronger economic returns. And importantly, by showcasing the Territory lifestyle, we can also encourage more people to call the NT home." Ms Boothby said.
The reform also supports the Territory's growing population.
Latest ABS figures show the NT's population grew by 1.3% in the year to March - above forecasts - adding around 3,500 people. Tourism and Events NT will build on this momentum by strengthening the NT's reputation as a great place to live, work, visit and invest.
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.NT events now featured in Tourism NT agent and media programs, boosting exposure with global buyers.
A new Tourism and Events NT Advisory Board will provide forward-thinking leadership and align with the CLP Government's strategies.
"We want innovators, connectors and thought leaders who can provide transformational advice, anticipate national and global trends, and help shift the dial for the NT economically, reputationally and experientially," Ms Boothby said.
This announcement coincides with the appointment of Staci Mellman as Chief Marketing Officer for Tourism and Events NT, commencing 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.
A key focus of her role will be driving visitation during the shoulder and off-peak tourism seasons, ensuring regional businesses benefit beyond peak holiday months.
"It's a privilege to join Tourism and Events NT at such a pivotal time. The NT is one of the world's most unique destinations and I'm excited to share its story with new audiences globally," Ms Mellman said.
Tourism Central Australia Chair Patrick Bedford said the creation of Tourism and Events Northern Territory marked an exciting milestone for the Territory's tourism future.
"By having one coordinated organisation, we will be far better placed to grow visitation, support local businesses, and deliver events that truly showcase the richness and quirkiness of the Northern Territory," said Mr Bedford.
"Our collective focus is to provide a powerful and authentic reason for visitors to come to the NT and stay longer."
Tourism Top End Chair Chris Chaffe said this was an important strategic alignment between two powerhouse organisations.
"Bringing these two organisations together will create efficiencies and ensure better delivery of major events for the Northern Territory," said Mr Chaffe.
"It enhances the importance of large events that the Northern Territory Government supports financially, as we know these large events have major economic value for our tourism businesses."
A Bill will be introduced in the October NT Parliament sittings to amend the Tourism NT Act 2012, formally establishing the new entity and Advisory Board from 1 January 2026.
An Expression of Interest process for Advisory Board appointments will open Wednesday 24 September and close Wednesday October 22. The current Tourism NT Board will support the transition until 31 December 2025.
