Just two months after the NT Government revealed Tourism NT and the Territory’s major events teams would integrate efforts to avoid duplication, it has been confirmed the two entities will merge on 01 Jan 2026 to drive greater visitation.
Tourism NT and NT Major Events Company will operate as Tourism and Events Northern Territory, which NT Minister for Tourism and Major Events, Marie-Clare Boothby, said would streamline operations and enhance the ability to market tourism and events with “greater impact”.
A new Tourism and Events NT Advisory Board will also be formed under the reform, charged with providing forward-thinking ideas that align with the NT Government’s broader economic 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,” Boothby said.
The Top End has also recruited former Brand USA marketing supremo Staci Mellman to be the CMO of the combined entity.
She will formally take the reins from 01 Oct, with her remit to have an emphasis on driving more visitation during the shoulder and off-peak seasons.
A bill will be introduced next month to amend the Tourism NT Act 2012 to establish the new entity and advisory board.
