TOURISM AND EVENTS NT INDUSTRY UPDATE - KEEPING YOU INFORMED || VIEW ONLINE

A Message from Tourism and Events NT,

CEO Suzana Bishop

Dear industry colleagues,

I want to begin by acknowledging the deeply distressing time the Alice Springs community is facing. We recognise the impact on local residents, businesses and our thoughts are with everyone affected.

In industry news, last week we held another webinar to share the results of our industry impact survey and hear from industry experts on how they are managing through these uncertain times. Thank you to Penny Priest, Patrick Bedford and Sallie Gregory for sharing practical insights on leading teams and managing businesses through this period. Thank you also to Rachel Telford for leading this work and Aimee Luxton and the Events team for demonstrating the important role events continue to play in driving visitation.

Beyond the immediate operational picture, we are continuing to listen closely to industry sentiment and track what we are seeing in market. Thank you to everyone who responded to our survey. Fuel, demand confidence and flight costs were reported as the key challenges. Many operators are absorbing increases (55%), while others are adjusting operations (45% reducing staff/hours). In some regions, flood and access constraints, as well as fuel availability, are compounding impacts. The drive market is being disproportionately affected, and forward demand is softening as we approach peak season - although events continue to generate forward demand despite the broader trend.

We are seeing a shift in demand which is an opportunity to pivot and target those markets. Travellers are booking later and becoming more deliberate in their decision-making. While initial feedback from operators at the start of the global fuel situation was a softening of forward bookings and increase in cancellations, more than 40% operators are now reporting an increase in last-minute bookings. As a result, we’re seeing a limited impact to date on visitor spend and length of stay. Cost-of-living pressures continue to shape how Australians prioritise experiences, and international travel is becoming more expensive and complex —prompting many Australians to pivot to desirable domestic destinations like the Northern Territory. This presents us with an opportunity that we are going to maximise through our campaign work.

We continue to work with operators to support flexibility through value-led deals and packages, while protecting the season by maximising opportunities and supporting capacity where it is needed most. We continue to advocate for recovery infrastructure, road access and share information around business support—including the NT Tourism Business Restart Fund, Community Benefit Fund Flood Relief Grants and Australian Government support—and are increasing communications on park and attraction openings to strengthen visitor confidence.

We’re collaborating on regional campaigns, including Get Around the Top End and Head for the Heart in the Centre, developing cooperative campaigns to drive traffic and conversion, and leveraging events as ongoing demand drivers. Last week I also attended the Tourism Ministers’ Meeting. The meeting communique is linked below, of note was an agreement on the importance of visitors having confidence in fuel supply and the confidence to travel, including interstate. The Northern Territory is leading a coordinated effort by states and territories to work together to support the drive market across all jurisdictions.

This week the Northern Territory Budget 2026-27 was delivered and in exciting news our Parks and Wildlife Commission received $10 million over 2 years for new capital works which will see several parks and reserves upgraded including the new Silkwood Estate, and $5 million operational, ongoing funding to maintain parks and reserves. This will allow for upgrades and new works that will support the continued improvement of the visitor experience at our parks and reserves. Works include upgrades to barbeques, bathrooms, improved signage and walking tracks. The funding also supports the important work our rangers do to protect parks and reserves and provide for safe areas for visitors to experience these wonderful places. In the events space there was $4.8 million allocated to support major sporting events and $2.8 million to support Territory tourism events.

We know fuel certainty remains a priority for operators and a key contributor to visitor confidence. We encourage travellers to check the My Fuel NT web tool for the latest information and are looking at ways to enhance this platform for this audience.

Thank you again for your resilience, adaptability and ongoing partnership. We will continue to share timely updates as conditions evolve and look forward to working closely with you in the months ahead.

Warm regards,

Suzana

Tourism Ministers' Meeting - Communique

Tourism Ministers met in Sydney on 30 April 2026 to discuss their ongoing collaboration and continued efforts to support Australia’s travel and tourism industry.

Chaired by Minister for Trade and Tourism, Senator the Hon Don Farrell, the Minister was joined by Chief Minister Andrew Barr MLA of the Australian Capital Territory, the Hon Stephen Kamper MP from New South Wales, the Hon Marie-Clare Boothby MLA of the Northern Territory, the Hon Andrew Powell MP from Queensland, the Hon Emily Bourke MLC from South Australia, the Hon Jane Howlett MP from Tasmania, the Hon Natalie Suleyman MP from Victoria. Mr Chad Anderson, Director General, Western Australia Department of Creative Industries, Tourism and Sport attended on behalf of the Hon Reece Whitby MLA.

Ministers agreed on the importance of visitors having confidence in fuel supply and the confidence to travel, including interstate. Regional and remote operators were most impacted by this issue. Ministers noted the current public facing information on national fuel availability, and advocated for improvement on what information is available and how it is presented to provide confidence to domestic travellers. The Fuel Supply Taskforce was asked to explore ways to increase awareness of current fuel information. Northern Territory will lead the coordination of states and territories to work together to support the drive market across all jurisdictions.

READ THE COMMUNIQUE HERE.

Record attendances kick off NT’s 2026 event season

The Northern Territory has kicked off its 2026 events season with strong results, driven by standout performances from Parrtjima and a major NRL clash in Darwin. The early success reinforces the Territory’s reputation as a leading events destination and highlights continued strength in interstate travel.

Parrtjima 2026 delivered its biggest opening weekend on record, attracting more than 22,000 attendances across the 10-day festival in Alice Springs. Interstate visitation was a key contributor, with thousands travelling to experience the event’s unique cultural offering.

In Darwin, the NRL match between the Dolphins and Panthers drew a record crowd of more than 12,500 at TIO Stadium, with a significant portion of attendees visiting from interstate. The game marked a milestone as the Dolphins’ first official Territory home fixture and demonstrated the strong appeal of major sporting events in the region.

As the event season ramps up, our Tourism and Events marketing team has developed a suite of tailored marketing toolkits to support industry in promoting events and enhancing the visitor experience across Darwin.

Designed for tourism and hospitality operators, these toolkits include ready-to-use content for in-venue and digital screens, along with professionally developed marketing assets.

VISIT THE 2026 EVENTS CALENDAR HERE.

FIND THE TOOLKITS HERE.

NT strengthens China market ties through Guangzhou mission

Tourism and Events NT has just wrapped up a targeted trade mission to Guangzhou, aimed at growing the Northern Territory’s share of the high-value Chinese visitor market.

Led from 23–25 April, the delegation - joined by Minister for Tourism and Hospitality Marie-Clare Boothby - connected 15 Territory operators with more than 130 frontline travel agents and distribution partners across China.

China remains one of the Territory’s fastest-growing international markets, with 12,000 visitors contributing $31 million and 277,000 visitor nights in the year ending December 2025. Guangzhou, a key hub in Guangdong province, represents a major opportunity, accounting for around 40 per cent of Chinese travellers to Australia.

The program focused on strengthening trade relationships, building distribution channels and reinforcing aviation partnerships, including engagement with China Southern Airlines.

Operators highlighted strong interest in the Territory’s nature-based and cultural experiences, and the value of in-market connections to drive future bookings.

Tourism and Events NT will continue to build on this momentum, supporting industry to convert growing international interest into increased visitation and long-term business growth.

NT Muster 2026 – Expressions of Interest Now Open

NT operators are invited to register their interest in participating in NT Muster 2026.

This annual trade roadshow offers a valuable opportunity to connect directly with qualified travel professionals from across Australia.

Tourism and Events NT will deliver events in Melbourne, Brisbane and Sydney, bringing together key industry buyers in each market.

Operators will take part in three-hour speed networking sessions, presenting their products through pre-scheduled appointments with attending agents. Event dates are: Melbourne – 8 September, Brisbane – 9 September and Sydney – 10 September 2026.

To register your interest, please complete the form here.

Support now available for organisations and tourism operators impacted by severe weather

Financial support is available to help Northern Territory organisations and tourism operators recover from the 2026 floods and severe weather events.

A central hub has been developed for tourism operators to access updates, find support and resources.

VISIT THE INDUSTRY IMPACT WEBPAGE HERE.

Business Recovery Workshop: Support for Flood-Affected NT Operators

Tourism operators impacted by recent floods are invited to a practical three-day recovery workshop in Darwin (and online), delivered by the Department of Trade, Business and Asian Relations.

Day 1 (in person in Darwin and online) focuses on immediate recovery, including cashflow, critical expenses and working with the ATO, banks and creditors. You’ll also explore ways to restore revenue, adapt your offering, and make informed decisions about rebuilding or pivoting. An overview of the Small Business Recovery Assistance Grant and a live Q&A are included.

Days 2–3 offer personalised 1:1 advisory sessions tailored to your business, covering financial and operational recovery. Day 2 is in person in Darwin, with Day 3 available online.

REGISTER HERE.

Australia Marketplace South East Asia returns for 2026

Australia Marketplace South East Asia (AMSEA) returns from 22–24 July 2026 in Kuala Lumpur, Malaysia, offering Northern Territory tourism operators a valuable opportunity to connect with key buyers from across the region.

This flagship trade event brings together Australian sellers and qualified international buyers for pre-scheduled appointments, networking, and business development, helping to drive visitation from the fast-growing Southeast Asian market.

Seller and Buyer applications are now open, and industry partners are encouraged to secure their place early.

CLICK HERE FOR MORE INFORMATION.

Brolga Awards nominations open

Nominations are open for the 2026 Brolga Northern Territory Tourism Awards, make 2026 your year to shine and showcase excellence in your tourism, event or hospitality business!

There are many reasons to enter the 2026 Brolga Awards:

Build credibility and brand profile
Gain recognition and marketing advantage
Connect with industry and grow partnerships
Business improvement and benchmarking.

Winners of the Brolga Awards business (national) categories (categories 1-26) will represent the Northern Territory at the 2026 Australian Tourism Awards to be held in Geelong in February 2027.

NT categories

Best Territory Tourism Marketing Activity

Enter your engaging and results-driven marketing activity, (can be specific activity or ongoing campaigns), that have successfully elevated the visibility of your tourism product or experience and/or the destination during 1 July 2025 to 30 June 2026. This category has limited questions and again offers a chance to use video responses.

George Dunne Outstanding Contribution by an Individual

Do you know someone who has significantly impacted the NT tourism, events and hospitality industry over many years?

Tourism Industry Employee Award

Do you know a Territory tourism, events and hospitality employee that makes an exceptional contribution to the industry?

VISIT THE WEBSITE FOR DETAILS.

BASSINTHEGRASS and AFL kick dry season into gear

The Dry is arriving with a bang this May, as AFL and the Territory’s biggest music festival, BASSINTHEGRASS, combine to ignite the Top End and activate the city for a huge week of sport, music and community celebration.

The action begins this Saturday, 9 May, when the Gold Coast SUNS return to TIO Stadium with their Round 9 clash against St Kilda, before backing it up the following week against Port Adelaide on Friday, 15 May. The Friday night match forms part of Sir Doug Nicholls Round, honouring the immense contributions of Aboriginal and Torres Strait Islander players and giving fans a chance to engage with the rich culture and heritage of the Northern Territory.

GET YOUR BASS TICKETS HERE.

GET YOUR AFL TICKETS HERE.

Parks access

With more than 80 parks and reserves to explore across the Northern Territory, adventure is never far away - but planning ahead is essential.

Park access, road conditions and weather warnings can change quickly, sometimes at short notice.

Before setting out, don’t forget to check the Park Access page to see which parks and sites within a park are currently open.

Visit nt.gov.au/parks for all updates and the Road Report NT to ensure a safe and enjoyable experience.

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