Parrtjima – A Festival in Light, a highlight in the NT events calendar, attracts visitors from around the world. Photo Credit: NT Major Events Company
Tourism Northern Territory (NT) and NT Major Events Company are set to merge into a single entity, Tourism and Events NT, in a move to enhance marketing capabilities, streamline operations, and strengthen Australia’s NT tourism economy.
Why reform
The reform, part of the Finocchiaro CLP Government’s Rebuilding the Economy Strategy, was announced by Minister for Tourism, Hospitality and Major Events Marie-Clare Boothby, who said the consolidation would sharpen the Territory’s competitive edge.
“By bringing two skilled teams together under one brand, we can market the Territory more effectively, attract more visitors, and deliver stronger economic returns,” Boothby said. “And importantly, by showcasing the Territory lifestyle, we can also encourage more people to call the NT home.”
The move comes as ABS data shows the NT’s population grew 1.3% in the year to March – outpacing forecasts with an extra 3,500 people – supporting the CLP Government’s dual goals of economic growth and population expansion.
Tourism NT says the integration is already paying dividends, including:
Major event tickets now bundled with accommodation, flights and tours via travel trade channels;
Cross-promotion of events and tourism products, highlighted by the sell-out T20 International Cricket match;
NT events featured in Tourism NT agent and media programs, increasing global reach.
NT calls in a destination marketing heavyweight from the US, Staci Mellman. Photo Credit: Travel WeeklyNew blood
Coinciding with the announcement is the appointment of Staci Mellman as chief marketing officer, effective 1 October. Mellman previously led destination marketing for Brand USA and VISIT FLORIDA, delivering high-profile campaigns with Michelin, the NFL and Expedia.
Her immediate focus will be driving visitation in shoulder and off-peak seasons to ensure regional operators benefit beyond peak periods.
“It’s a privilege to join Tourism and Events NT at such a pivotal time,” Mellman said. “The NT is one of the world’s most unique destinations and I’m excited to share its story with new audiences globally.”
A new Tourism and Events NT Advisory Board will also be established, with expressions of interest opening 24 September.
The Board will bring in “innovators, connectors and thought leaders” to provide forward-looking guidance aligned with the CLP Government’s strategies.
A welcome move
Tourism Central Australia Chair Patrick Bedford called the move “an exciting milestone”, adding that a unified body will better showcase the NT’s “richness and quirkiness” while growing visitation.
Tourism Top End Chair Chris Chaffe highlighted the efficiencies and enhanced delivery of government-backed major events, noting their “major economic value for our tourism businesses.”
A Bill to amend the Tourism NT Act 2012 will be introduced in the October Parliament sittings, formally establishing Tourism and Events NT and its Advisory Board from 1 January 2026.
The current Tourism NT Board will oversee the transition until 31 December 2025.