TOURISM AND EVENTS NT INDUSTRY UPDATE - KEEPING YOU INFORMED || VIEW ONLINE
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Dear industry colleagues
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As we head into the final quarter of 2026, the latest visitor data provides a timely reminder of the resilience and strength of the Northern Territory's visitor economy. In the year ending June 2026 the Territory welcomed 1.23 million overnight visitors, ahead of the previous year with record spend growth to $2.36 billion, up 24 percent on the previous year. The Northern Territory recorded the strongest growth in interstate visitation of any Australian state or territory (up 7.1%) and international visitation experienced the fourth consecutive year of growth (up 9%).
Yet while there were some top line successes worth celebrating, the data tells a broader story. The year end results really deliver a tale of two halves - July to December 2025 performed strongly across most indicators, while the first half of 2026 leading into the peak season saw results impacted by weather events, global uncertainty as the Middle East conflict took hold further compounding rising cost of living and travel costs. Our events program drove spikes in visitation into the gateways and in good news the August data shows strong results across the NT.
Growth from key international markets including Japan, the United States, France, the United Kingdom and New Zealand demonstrate the enduring appeal of the Northern Territory's unique landscapes, rich cultures and world-class experiences. At the same time, more Australians are choosing to holiday in the Territory, reinforcing the value of our collective investment in destination marketing, sporting and business events and new tourism product.
Tourism and Events NT remains committed to working alongside industry to build on this momentum. As we continue to deliver the NT Visitor Economy Strategy 2032, our focus remains firmly on driving visitation, increasing visitor spend, strengthening aviation access and ensuring the Territory delivers exceptional experiences that keep visitors coming back. You can read all the visitor results for the year ending June 2026 here.
A key opportunity for us all to come together is Destination NT 2026, which will be held in Alice Springs (Mparntwe) from 11-14 November. The Destination NT theme this year is The Territory Spirit where tourism operators, industry leaders, government representatives and partners from across the Territory will come together to share insights, explore opportunities and shape the future of our visitor economy. I look forward to seeing many of you at Destination NT in November, tickets are on sale now and available here.
Thank you for your continued passion, innovation and commitment to showcasing the very best of the Territory. Our continued collaboration, staying focused on our compelling points of difference and remaining visible in the market hold us in good stead as travel confidence builds.
Warm regards
Suzana Bishop
CEO Tourism and Events NT
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NEWS
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Total Solar Eclipse 2028: commercial opportunities open
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The Total Solar Eclipse on 22 July 2028 presents a significant opportunity to grow visitation to the Northern Territory and build on the Territory’s natural strengths as a world-class destination for dark skies experiences.
The NT Visitor Economy Strategy 2032 identifies dark skies tourism and major celestial events, including the 2028 total solar eclipse, as opportunities to develop new visitor experiences, strengthen regional tourism offerings and grow visitation across Central Australia and the Barkly.
The NT Government is now progressing this opportunity, with expressions of interest open for tourism operators to be part of the eclipse experience with specified opportunities at Karlu Karlu / Devils Marbles Conservation Reserve and Tennant Creek Telegraph Station.
Before applying, review the relevant information pack for details about available opportunities, site conditions, costs, eligibility and assessment criteria. Expressions of interest are now open and close on 23 October 2026.
The EOI relates to commercial opportunities only. Information about viewing access for independent travellers and the broader Tennant Creek event program will be released as planning progresses.
Submit an expression of interest here.
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Business Resilience Workshops Series
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After a challenging year for many tourism operators, the approaching wet season is an opportunity to reflect on what we have learned, share ideas with others finding innovative ways through tough times, and plan for the year ahead.
Tourism and Events NT, in partnership with Tourism Top End, is investing in a three-part Business Resilience Workshops Series to give operators practical support to strengthen their businesses. Building resilience also means looking for ways to diversify products and connect with opportunities across cruise, business events and major events to grow the Top End’s visitor offer year-round.
Delivered by Darwin-based tourism specialist Abbie Northwood from The Aware Advisors, the workshops follow a diagnose, strengthen, act approach. Operators will identify business pressures, review foundations including planning, pricing and systems, then turn those insights into practical actions. Each workshop builds on the last.
Workshops run from 9am to 10am, online via Zoom or in person at the Top End Visitor Information Centre:
- Thursday 8 October: Diagnose – Understanding Your Business Pressure Points
- Wednesday 21 October: Strengthen – Strengthening Your Business Foundations
- Wednesday 4 November: Act – Turning Resilience into Action.
View the workshops and register here. Email [email protected] for more information.
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Brand refresh update
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Tourism and Events NT’s brand refresh is progressing, with industry and consumer insights helping shape a future-focused brand. The project directly supports the Perception priority of the NT Visitor Economy Strategy 2032: elevating the Territory’s profile and appeal to support sustainable, year-round visitation.
From 20 to 29 July 2026, 119 participants took part in eight in-person and online co-creation workshops across Katherine, Alice Springs, Darwin, East Arnhem and Tennant Creek. An Industry Working Group of 11 representatives from across the NT is also meeting monthly to provide strategic input, test the brand direction and ensure the final platform reflects the collective interests of the tourism industry.
The project is now defining the brand positioning, ahead of developing and testing its creative expression with potential travellers. The new brand platform is expected to launch in November, followed by a consumer campaign in early 2027. It will provide a long-term foundation for telling a distinctive Territory story, increasing preference for the NT and turning interest into travel.
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Airline partnerships
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Tourism and Events NT’s airline and travel partnerships continue to convert consumer interest into bookings and drive visitation during the Territory’s shoulder and low seasons.
Recent cooperative campaigns with Webjet and Jetstar collectively generated 3,576 passengers travelling to the NT during these periods. Together, the campaigns achieved an average return on investment of $34 for every $1 invested generating an estimated economic impact of $8,335,656.
Webjet promoted $150 off flights across all routes and airlines, while Jetstar offered competitive fares to Darwin and Uluru. These strong results demonstrate the value of targeted aviation partnerships in converting compelling offers into confirmed travel and delivering tangible benefits for the Territory’s visitor economy.
Importantly, this work directly supports the Access and Connectivity objective of the NT Visitor Economy Strategy 2032, by working with airline and travel partners to improve connectivity and find ways to make travel to the Territory more affordable and accessible for consumers. By leveraging cooperative marketing to stimulate demand and provide more compelling airfares, we are helping to reduce one of the key barriers to visitation while supporting increased aviation capacity and year-round travel to the NT.
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Advocating for the NT's working holiday maker workforce
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Working holiday makers provide vital workforce support and long-stay visitation for the Territory’s tourism and hospitality sectors. More than 7,000 visa holders had their main job in the NT over the past two years, up 32% in the year to March 2026.
The NT Government and industry are seeking an exemption or protected allocation from proposed national ballots for second- and third-year visas. There are concerns the changes will deter regional work when progressing to another visa is no longer certain.
Modelling indicates the NT could lose up to 1,200 working holiday makers, including around 600 from regional and remote communities, along with 300,000 visitor nights and $18.5 million in visitor expenditure. Timely visa processing and a reliable workforce pipeline remain critical for Territory businesses. More work is being done across the industry advocate NT’s position clearly to the Federal Government.
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None of a kind final results
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Launched in May 2026, the None of a Kind campaign was designed to protect peak season visitation by keeping the Territory front of mind and building consideration by showcasing what makes the NT unlike anywhere else in Australia.
The campaign delivered strong results, generating 36.8 million impressions and 2.55 million video views, while engaged sessions on northernterritory.com increased 32% compared to the preceding campaign period and Google search interest for the NT increased 18.1%. Campaign website visitors were also three times more likely to act than typical website visitors.
Supporting airline and travel partnerships with Qantas, Virgin Australia, Jetstar and Webjet generated more than 13,000 passengers to the NT, with an estimated $86.5 million in economic impact and an average return of $36 for every $1 invested.
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Best Kept Season update
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The Best Kept Season campaign is live, inspiring Australians to discover the many reasons to visit the Northern Territory between September and April.
National activity is running across TV, out of home, social and digital channels, supported by industry offers. The NT local’s campaign is encouraging Territorians to share why travelling to the NT during this period is unique, with 329 reasons received, generating authentic content to support the campaign.
Early results are strong, with over 116,000 visits across the Best Kept Season campaign and deals webpages, and campaign page traffic up 17% year on year. Travel intent is also strong, with 43% of visits to the Deals and Offers page resulting in engagement with tourism operator or travel partner deals.
The campaign is supported by 36 key trade and industry partners promoting deals to drive visitation, and there’s still time for NT tourism operators to get involved. Register your deal by 30 September to be part of the campaign.
Learn how to feature your business here.
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Tripadvisor Global Partnership
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Tourism and Events NT and Tripadvisor are partnering to inspire travellers from the US, UK Canada, Australia and New Zealand to choose the Northern Territory for their next holiday.
From October 2026 to July 2027, a new Tripadvisor immersive content hub will bring the NT to life through videos, maps, reviews and booking links. From spotlighting signature events, nature and culture to guiding travellers with curated itineraries, the hub will be a one-stop shop for those considering a trip to the NT. The campaign will also be supported by social media, online advertising and exclusive offers to drive conversion.
How to get involved
NT tourism operators and businesses are encouraged to keep their Tripadvisor listings current – updated products and photos help maximise visibility. If you don’t already have a listing, you can create one for free here. If a listing already exists but you haven’t claimed it, you’ll need to verify your ownership before you can make changes. See Tripadvisor’s step-by-step instructions for claiming ownership of your business listing here. This page also includes many great resources to help you maximise your presence on Tripadvisor.
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Lonely Planet Best in Travel 2027
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The Red Centre has received global recognition, with Lonely Planet’s Best in Travel 2027 naming its immersive art experiences among the World’s Top 25 Experiences. As the only Australian experience, featured on the global list, the accolade shines a spotlight on the region’s extraordinary art, culture, Country and creativity.
To celebrate, Tourism and Events NT has launched Central Australia – Art from the Heart, a campaign running until August 2027. Tourism operators are invited to get involved by sharing the accolade across their website, social media, print materials and visitor experiences, supported by a dedicated campaign toolkit.
Learn more about the campaign, available resources and ways to get involved here.
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Get involved: 12 months of marketing opportunities
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Tourism and Events NT has released its Industry Marketing Prospectus, making it easier for Territory tourism businesses to get involved and participate in marketing activities available over the next 12 months.
The prospectus brings together a broad program spanning destination marketing, events, travel trade, media, content, cooperative marketing and industry training, it provides a clear overview of how businesses can work with Tourism and Events NT to help build demand for the Territory.
Businesses can get involved at different levels and across a range of markets, including through major destination campaigns, cooperative marketing activities, travel trade programs, media familiarisations, content collaborations and industry development initiatives.
More information here.
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Another epic MXGP of Australia
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The MXGP of Australia presented by Sitzler delivered a spectacular finale to the FIM Motocross World Championship (MXGP) in Darwin from 18-20 September, attracting thousands of fans and a global broadcast audience across more than 100 countries.
The event continues to support the NT Visitor Economy Strategy 2032 by helping change perceptions of the Territory as a world-class events destination and extending visitation into the shoulder season. With the 2027 event confirmed for 17-19 September 2027, industry can continue to build on this international exposure.
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INDUSTRY EVENTS
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G'day Australia
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From 13-15 October, more than 300 frontline travel agents selected from Tourism Australia’s key international markets and over 100 Australian tourism sellers will gather in Darwin for G’day Australia 2026.
Over the week, agents will take part in meetings, networking events and familiarisation programs showcasing Darwin, Kakadu, Litchfield and Katherine, with additional itineraries exploring the Red Centre and more of the Top End.
Hosting G’day Australia is an opportunity to showcase the Territory first-hand to agents who influence their customers’ travel decisions. Industry operators are encouraged to make delegates feel welcome and show them what the Territory Spirit is all about. These agents are the people who will go home and recommend the Northern Territory to their customers. Let’s give them something to talk about and a reason to come back.
More information here.
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Book now for Destination NT
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Tickets are now on sale for Destination NT 2026, bringing industry together in Alice Springs from 11 to 14 November 2026.
As the industry looks ahead, Destination NT provides the perfect opportunity to take stock of the year, explore emerging opportunities and plan for the season ahead. Bringing together tourism operators, industry leaders and government, the event is designed to help businesses build capability, diversify their tourism offerings, forge new partnerships and learn how to engage with different visitor markets and sectors.
The four-day program includes Sector Day, the Aboriginal Tourism Forum, Destination NT Conference and Brolga NT Tourism Awards, featuring leading national and local speakers, practical insights, networking opportunities and real-world ideas to help grow and strengthen tourism businesses.
Eligible Top End businesses can also apply for a travel subsidy of up to $500 plus GST towards flights, accommodation or fuel. Applicants must be Tourism Top End members, attend at least two Destination NT events and submit an expression of interest by 30 October, or before funding is exhausted.
Book tickets and explore the program here.
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WHAT'S ON
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Darwin International Laksa Festival served up
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The Darwin International Laksa Festival returns for its eighth year, with more than 70 venues already registered to serve up traditional and laksa-inspired dishes throughout the month-long celebration.
Demonstrating increased investment in growing the festival’s profile and reach, this year’s program features acclaimed chefs Luke Nguyen and Junda Khoo as ‘Friends of the Laksa Festival’, alongside expanded collaborations with hospitality veues across the NT.
With registrations continuing, industry is encouraged to get involved, promote participating venues and use the festival to drive visitation, celebrate Darwin’s multicultural community and showcase the Territory’s much-loved food culture.
Read more here.
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Million Dollar Fish Season 12 is here
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Million Dollar Fish has launched its twelfth season, continuing to attract anglers from across Australia to experience the Territory’s world-class fishing, spectacular waterways and unique regional destinations.
Season 11 attracted 6,440 visitors and generated an estimated $83.86 million in total expenditure stimulus, including $40.75 million in visitor expenditure. More than 53,000 anglers registered, with almost one-third from outside the Northern Territory, delivering benefits to accommodation, hospitality, fishing guides, tackle shops and communities across the Top End.
As Season 12 gets underway, industry is encouraged to get involved, promote the competition and develop experiences that encourage anglers to get out on the water, travel further and spend more across the Territory.
Tourism and Events NT is working closely with Tourism Top End to help operators maximise the opportunity.
Find out more here.
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Alice Springs Masters Games upon us
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The 2026 Alice Springs Masters Games will celebrate 40 years of the Friendly Games when competitors from across Australia come together in Alice Springs for eight days of sport, camaraderie and community spirit.
As Australia’s first and longest-running Masters Games, the event provides an important boost for Alice Springs accommodation, hospitality, retail, and tourism businesses, while giving visitors an opportunity to experience the Red Centre beyond the sporting program.
With the Games starting on 10 October and running until 17 October, industry is encouraged to welcome competitors and supporters, promote local experiences and attractions, and encourage visitors to stay longer and explore more of Alice Springs and the surrounding region.
More information here.
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NT PARKS AND WILDLIFE
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NT Parks access
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Parks access, road conditions and weather warnings can change quickly, sometimes at short notice. Tourism operators are encouraged to regularly check the latest information and share relevant updates with visitors when planning their Territory itineraries.
For the latest information on park and attraction openings, visit NT Parks Access. For current road conditions and travel advice across the Territory, visit Road Report NT. Updates for Kakadu National Park are available through Parks Australia.
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This email has been sent by Tourism and Events NT. You have received this email because you have subscribed to a Tourism and Events NT mailing list.
Department of Tourism and Hospitality
GPO Box 1155, Darwin NT 0801
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This newsletter is to inform you about Tourism and Events NT efforts to lobby for and develop the Tourism Industry of the Northern Territory. If you no longer want to receive this monthly newsletter,
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