Destination NT initiative launched to bring together tourism, events and hospitality sectors

The Northern Territory Government has launched a bold new initiative ‘Destination NT,’ aimed at bringing together the tourism, events and hospitality sectors in one dynamic, week-long program each year.

Timed to coincide with the Brolga Awards, the inaugural Destination NT will be held in Darwin from 4th to 8th November 2025. It replaces a scattered calendar of events with a single, coordinated platform that fosters growth, collaboration, and celebration across the industry.

NT Minister for Tourism and Hospitality, Marie-Clare Boothby, said the initiative was developed in direct response to industry feedback and advised “we heard the message loud and clear: industry wants better opportunities to participate in a meaningful way. By consolidating key engagement into one dedicated week in one location, Destination NT makes it easier to be part of the conversation.

“This is a refreshed approach - it’s about government enabling business, not telling it how to operate. Tourism is central to rebuilding our economy and restoring our unique Territory lifestyle.”

Feedback from the Tourism Towards 2030 Conference showed 59% of respondents supported a consolidated annual format alternating between Darwin and Alice Springs.

Minister Boothby added “this government isn’t afraid of change. If the majority of industry wants something done differently, we listen, and we pivot. That’s what Destination NT is all about: practical solutions leading to stronger outcomes.”

This year’s theme reflects a shared commitment to building a stronger visitor economy:

• Connect – Strengthen ties between industry, community and government.

• Collaborate – Build skills, partnerships and shared direction.

• Celebrate – Recognise excellence and impact across the NT’s visitor economy.

Highlights of the week-long program include:

• A new public-facing session on tourism’s role in liveability and jobs

• An annual industry conference

• Aboriginal Tourism Forum

• Brolga Northern Territory Tourism Awards

• Sector-specific forums, workshops and networking

There are still opportunities for industry to contribute to the program based on what they need.

 “We’re delivering on our year of action, certainty and security. This is about giving our visitor economy the platform it needs to thrive,” shared Minister Boothby.

The 2025–26 Budget commits $88.4 million to tourism, events and screen, including an increase to baseline funding of $8 million per year for the first time in years.

Minister Boothby also confirmed work is underway to integrate Tourism NT and Major Events, two powerhouse teams are working toward the same goal: attracting people to visit, live, work and invest in the Territory.

"Integration will reduce duplication and sharpen our impact," said Minister Boothby.

Hospitality NT Chief Executive Cathy Simmonds noted "Hospitality NT supports Destination NT: Connect, Collaborate, Celebrate, because our industry is stronger together.

"Bringing tourism, major events and hospitality together will not only deliver more visitor numbers and expenditure, but in the long term this collaboration will also see population growth, improved business confidence, and more investment across the Territory."

Tourism Central Australia Chief Executive Danial Rochford added  “Gathering our industry together from right across the Territory for such an action-packed agenda will be such a valuable opportunity to learn, network and celebrate.

“I highly encourage all our Central Australian and Barkly tourism operators to use this week as it will help you and your staff grow opportunities for your business and our destinations.”

Tourism Top End General Manager Samantha Bennett shared "by bringing together key industry events into one high-impact week, Destination NT will strengthen collaboration, spark new connections, and celebrate the people and places that make the NT a world-class destination.

"Tourism Top End and our industry members and partners look forward to coming together to connect, collaborate, and celebrate, and to shaping the future of tourism in the Territory."

For more information, visit the Tourism NT website.