TOURISM AND EVENTS NT INDUSTRY UPDATE - KEEPING YOU INFORMED || VIEW ONLINE
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Dear industry colleagues
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As we move through another dynamic year for tourism and events in the Northern Territory (NT), I'm encouraged by the resilience, adaptability and optimism that continues to define our industry. The latest results for the year ending March 2026 show the NT achieved record visitor expenditure growth of 35 per cent, alongside visitation growth of 2.5 per cent, outperforming national trends and reinforcing the appeal of the Territory as a truly unique destination.
We're also seeing strong momentum across key domestic and international markets. Interstate visitation has grown strongly, while international recovery continues to accelerate, particularly from the United States, United Kingdom, Germany and Japan. These visitors not only stay longer but contribute significantly to regional economies across the Territory.
We acknowledge that challenges remain, including cost pressures and constrained air capacity, which have contributed to a softer Dry Season. Importantly, we have been actively working to protect the season and stimulate demand through targeted activity, including our None of a Kind campaign and cooperative aviation campaigns with airline partners. These efforts are delivering encouraging results, generating more than 13,000 passengers to the NT, an estimated $86.5 million in economic impact, and a return on investment of between $22 and $49 for every $1 invested, while our major and business events continue to sustain occupancy levels. Our tracking also shows Australians continue to have strong interest in domestic travel, with likelihood to visit the NT slightly up.
These results reinforce the importance of continuing to invest in demand generation and working closely with aviation partners to convert interest in the Territory into bookings and visitation, particularly during periods where market conditions are more challenging. The Tourism Business Development Program continues to be rolled out in partnership with Tourism Top End and Tourism Central Australia, delivering practical hands-on support to operators. Tourism Top End has received additional funding that will be used to connect industry to specialists in the areas of business resilience, social media and public relations.
Looking ahead, there is plenty to be excited about. The opportunities emerging around adventure experiences, military heritage, fishing and dark sky tourism align strongly with changing visitor preferences. Significant assets such as the Karlu Karlu (Devils Marbles) Dark Sky Sanctuary and major drawcards like the 2028 total solar eclipse will help position the Territory for continued growth.
Our events sector continues to play a critical role in that story. From international sporting fixtures and major festivals to motorsport and community events, the Territory's events calendar delivers economic benefits, drives visitation and showcases our destination to audiences across Australia and beyond. The success of events including Test cricket and upcoming events such as MXGP of Australia, Red CentreNATS and the Alice Springs Masters Games demonstrates the value of continued investment in this space.
As industry partners, we should be proud of what we have achieved together to protect our peak season through strong campaigns, airline partnerships and a compelling calendar of events. The Territory remains one of Australia's most distinctive tourism destinations, and through collaboration, innovation and a shared commitment to exceptional visitor experiences, we are well placed to build on this momentum.
Thank you for your ongoing contribution to our industry and for the role you play in showcasing the very best of the NT.
Warm regards
Suzana Bishop
CEO Tourism and Events NT
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NEWS
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Industry insights shape NT tourism brand refresh
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Industry continues to play an important role in shaping the new NT brand story, helping ensure it reflects an authentic Territory experience.
A 12-day industry consultation roadshow visited Katherine, Alice Springs, Nhulunbuy, Darwin and Tennant Creek, alongside an online session, with 119 participants sharing their perspectives and insights.
Key themes included the Territory’s diversity and often-overlooked experiences, the distinctive feelings and way of life it inspires, and untapped audiences requiring a fresh approach. Industry also wants the NT to receive greater recognition globally.
The Industry Working Group will next meet online on Wednesday 16 September to discuss the brand platform and help shape the project’s next phase.
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Best Kept Season campaign now live
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Season 2 of the Best Kept Season campaign launched on 11 August, showcasing the many reasons to visit the Territory between September and April – from unique seasonal experiences and events to great value, fewer crowds and local favourites.
Tourism operators can get involved by adding a value-led Best Kept Season offer to their ATDW listing and sharing their best reason to visit the Territory during this time.
Operators can also download the campaign toolkit and use the supplied assets across their own marketing channels.
The national campaign will remain in market until 30 November 2026.
Access the campaign toolkit and get involved.
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'None of a kind' campaign delivers strong early returns
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Tourism and Events NT’s peak season protection campaign, None of a kind, has delivered strong interim results, positioning the NT in a category of its own: a place that feels far away, but right at home.
Airline and travel partnerships with Qantas, Virgin Australia, Jetstar and Webjet generated more than 13,000 passengers to the NT and an estimated $86.5 million in economic impact. This represents a return of between $22 and $49 for every $1 invested.
The campaign also delivered:
- 25.8 million impressions
- 1.71 million video views (delivering 166% of our target)
- an 83% website engagement rate (28 percentage points above target).
Final results, including interstate holiday consideration, are expected in mid-September.
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Help visitors plan their NT road trip with confidence
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Since launching, the Plan your NT road trip with confidence platform has recorded 38,797 engaged sessions and 11,947 fuel calculator interactions, with 4WD and caravan travellers accounting for 5,833 calculations, highlighting the tool’s value for the Territory’s important self-drive market.
Built using MyFuel NT data, the platform provides information from more than 215 fuel stations, including live fuel prices, shortage alerts and estimated fuel costs.
Tourism operators are encouraged to share this useful resource with guests to help them plan ahead and travel throughout the Territory with confidence.
Plan your NT road trip with confidence.
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Karlu Karlu receives Dark Sky Sanctuary accreditation
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Karlu Karlu Conservation Reserve has become the NT’s first Dark Sky Sanctuary.
Following an 18-month process led by NT Parks and Wildlife, Karlu Karlu received the internationally recognised certification from DarkSky International on 21 August.
Reserved for some of the world’s most remote and darkest locations, the certification will help protect Karlu Karlu’s night sky while supporting the visitor economy as astrotourism grows in popularity.
The sanctuary status also strengthens the Barkly region’s appeal ahead of the Total Solar Eclipse on 22 July 2028, when stargazers from around the world are expected to visit.
Karlu Karlu is set to be one of the best places to experience the eclipse, with a total obscurity expected to last about five minutes.
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Airnorth adds more Central Australia services
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Airnorth will add additional Tuesday services connecting Darwin, Tennant Creek, Alice Springs and Perth from 1 September to 22 December 2026.
A Darwin-Tennant Creek service will commence on 1 September and extend to Alice Springs from 22 September. A fifth weekly Perth-Alice Springs service will also begin on 22 September.
The expanded schedule will add more than 4,000 seats, improving flexibility for business, community and leisure travellers and creating further opportunities for Central Australian tourism operators.
Sale fares between Perth and Alice Springs start from $298 one way, available until 1 September for eligible Tuesday travel.
Read more.
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Tourism Business Development Program
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The Tourism Business Development Program will continue to be rolled out in partnership with Tourism Top End and Tourism Central Australia to deliver practical support to tourism operators across the regions throughout the Territory.
Funded by Tourism and Events NT, the program provides free, tailored advice to help tourism businesses grow, build capability and explore new opportunities.
Support is delivered one-on-one and is tailored to the needs and goals of each business. Assistance can include:
- business planning and growth strategies
- digital marketing and online presence
- distribution and market access
- industry networking and partnerships
- quality assurance and accreditation
- export readiness and international market development.
Tourism Top End has received additional funding that will be used to connect industry with specialist advisers who provide practical, hands-on support across a range of business areas including business resilience, social media and PR.
Tourism businesses are encouraged to keep the program in mind whenever they are looking to address a business challenge, explore a new opportunity or seek independent advice. To find out more about the support available, contact your Regional Tourism Organisation.
Tourism Top End
Tourism Central Australia
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INDUSTRY EVENTS
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Save the date: 2026 NT Cruise Forum
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Tourism and Events NT, in partnership with Tourism Top End, invites industry to the 2026 NT Cruise Industry Forum at the Darwin Port Cruise Ship Terminal on Tuesday 15 September.
The forum will bring together local operators, stakeholders and cruise industry experts to explore opportunities for growth and strengthen connections between land and sea.
Attendees will hear from the Australian Cruise Association, Oceania Cruises, Regent Seven Seas and keynote speaker Adrian Tassone, The Cruise and Travel Guy. A roundtable workshop will also help shape the sustainable development of the NT cruise sector.
Attendance is free, but registration is essential. Register here.
Email [email protected] for more information.
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Destination NT hits Alice Springs
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Tourism and Events NT’s flagship industry event, Destination NT, returns in 2026. This year, Destination NT is heading for the heart, Alice Springs, from 11 to 14 November 2026 and will bring together tourism, events and hospitality businesses, industry leaders and government stakeholders from across the Territory.
Under the theme The Territory Spirit, the four-day program will celebrate the people, places and experiences that make the Northern Territory unique. Highlights include the Aboriginal Tourism Forum, Destination NT Conference, Global Market Update and the prestigious Brolga Northern Territory Tourism Awards.
Registrations and ticket sales will open in September. Find out more here.
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Save the date: Brolga Awards
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To wrap up Destination NT in Alice Springs, join us for the 2026 Brolga Northern Territory Tourism Awards, the Northern Territory’s premier celebration of tourism excellence.
The Brolga Awards provide the perfect finale to Destination NT, offering an opportunity to connect with industry colleagues, recognise achievements across the Territory and celebrate our 2026 Brolga Award nominees and winners.
Saturday 14 November 2026, in Alice Springs. Save the date and stay tuned for ticketing and event details.
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Prepare now for the 2028 Total Solar Eclipse
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On 22 July 2028, the path of totality will cross the Barkly region, delivering up to four minutes and 57 seconds of complete solar eclipse.
With vast horizons, favourable winter conditions and a strong likelihood of clear skies, the Barkly is set to become one of Australia’s premier eclipse-viewing destinations.
The department is actively creating opportunities for tourism operators, event organisers and local businesses to get involved. A working group has also been established to manage opportunities and visitation.
A registration of interest remains open for those wanting to explore opportunities or receive updates on planning and access. Submitting a registration does not constitute approval, endorsement or selection. Find out more and register your interest.
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WHAT'S ON IN THE RED CENTRE
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Red CentreNATS returns to Alice Springs
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Red CentreNATS 12 will take over Alice Springs from 3-6 September, bringing four days of adrenaline-fueled action across venues throughout the town.
The extended program features burnouts, drag racing, street cruising, show cars, bikes, the Yeperenye Street Parade and entertainment for the whole family. The event attracts competitors and spectators to Central Australia, supporting local accommodation, hospitality, retail and tourism businesses.
With the event fast approaching, industry is encouraged to promote Red CentreNATS to guests and networks, prepare for increased visitation and help visitors make the most of their time in Alice Springs.
Read more.
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Get involved in the Alice Springs Masters Games
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The Alice Springs Masters Games (ASMG) return from 10-17 October, welcoming competitors from across the country to the heart of Australia for the iconic Friendly Games.
There are plenty of ways for businesses to get involved, from offering a unique touring experience for the Wednesday Rest & Explore Day to promoting a special deal through the Games website or souvenir program. Businesses can also host a stall at the Opening Ceremony or Mid-Week Street Party, display an ASMG promotional pack or enter a team and join the action.
To submit an offer or stall application by 28 August, or discuss other opportunities, email [email protected].
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WHAT'S ON IN THE TOP END
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MXGP revs up
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The MXGP of Australia returns to Darwin’s Hidden Valley Raceway from 18–20 September, bringing 3 huge days of world championship racing and visitors from across Australia and overseas.
More than 100 Australian riders will compete alongside the world’s best across the MXGP, MX2 and WMX classes, as the 2026 championship reaches its thrilling conclusion.
With additional big screens, extra shaded viewing areas and the event’s biggest off-track entertainment program yet, it’s set to be an unforgettable weekend.
Tourism and hospitality operators are encouraged to share the event with their networks and help visitors make the most of their time in Darwin.
Find out more and purchase tickets here.
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Darwin International Laksa Festival returns this October
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Now in its seventh year, the Darwin International Laksa Festival returns this October for a month-long celebration of the Territory’s multicultural community, hospitality industry and love of laksa.
Australia’s only Laksa Festival will see venue serve everything from classic bowls to creative laksa-inspired dishes, drinks and desserts. Locals and visitors can follow the Food Tour, compete in Laksa League and vote for the coveted People’s Choice award before the festival culminates in a vibrant Grand Finale.
We’re inviting businesses to join the fun by putting a laksa inspired dish or drink on their menu, it’s a great way to attract customers and be part of a uniquely Territory tradition.
Read more.
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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.
NT Parks and Wildlife and Parks Australia have advised the following areas are now open:
- Garig Gunak Barlu National Park (high clearance 4WD required)
- Umbrawarra Gorge campground
- Maguk campground and waterhole
- Four Mile Hole Billabong.
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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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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