Integration of NT Major Events Company and Tourism NT on the cards

The government says merging Tourism NT and Major Events would be a strategic move to help bring more people to the Territory.

The CLP is considering integrating Major Events and Tourism NT. Picture: Supplied

The Northern Territory government is considering integrating the NT Major Events Company and Tourism NT, claiming it would allow for a more targeted and strategic approach to attract visitors to the Territory.

Tourism and Hospitality Minister Marie-Clare Boothby said the government was exploring ways to better leverage the expertise within both organisations to maximise tourism, and to improve efficiency.

“(Major Events) was established 25 years ago to fill a gap in large-scale event management,” said Ms Boothby.

“Since then, its role has evolved, and its focus on attracting visitors now aligns closely with the objectives of Tourism NT.

“It’s time for a more co-ordinated, smarter and more effective strategy that builds tourism around strategically marketing our iconic events and delivers real outcomes for our economy.”

NT Major Events Company is a government-owned corporation that delivers events including Bass in the Grass, Million Dollar Fish, Parrtjima festival, and the Alice Springs Masters Games.

Tourism NT, meanwhile, is an agency that sits within the Department of Industry, Tourism and Trade with a mandate to grow the industry and market the Territory as a desirable destination.

Tourism Minister Marie-Clare Boothby. Picture: Pema Tamang Pakhrin

Ms Boothby said Major Events and Tourism NT were working towards the same goal of bringing visitors to the Territory.

“We have two highly skilled teams – one specialising in destination events and another in destination marketing,” she said.

“Events in the Territory are a major drawcard for tourists, and we need to ensure our approach is as effective as possible.

“We’ve seen a downturn in visitation and a lack of direction, so our tourism industry needs all the support it can get right now.”

Over the coming weeks, the government will consult with stakeholders to develop a model that strengthens major events and tourism, driving greater interstate and international visitation.

No changes are planned for any scheduled events, and no details have been released about any possible personnel changes.

“We have exceptional expertise across NTMEC (Major Events) and Tourism NT, and by working together, we can increase our reach, attract more visitors, and ensure the Territory remains a top destination for major events,” Ms Boothby said.

“We’re doing things differently so we can rebuild our Territory and restore our way of life, and we won’t keep doing things the same way while expecting different results.

“A more targeted and strategic approach will deliver stronger outcomes and better value for Territorians.”