Northern Territory Launches New Tourism and Events Advisory Board in 2026 to Boost Growth and Strengthen Industry

Published on December 30, 2025

The Northern Territory Government has taken a bold step toward strengthening its tourism and events industries with the creation of a new Tourism and Events NT Advisory Board. Set to begin its operations in 2026, this advisory board will play a pivotal role in guiding the growth of the Territory’s tourism sector and ensuring it remains competitive on the global stage.

The formation of this new body comes after significant restructuring of the Territory’s tourism and events management, including the merger of Tourism NT and the NT Major Events Company into one unified entity—Tourism and Events NT. This strategic shift aims to streamline operations and foster more effective marketing and planning for the region’s tourism offerings, which include both natural attractions and major events. The advisory board will support the development of these sectors, offering advice to the government on key priorities for boosting tourism, event planning, and regional economic development.

Tourism and Events NT Advisory Board: A New Era for Northern Territory Tourism

The newly established Tourism and Events NT Advisory Board is tasked with providing strategic direction and expert guidance on all aspects of tourism and events management. By bringing together key stakeholders from across the tourism, events, and business sectors, the board will work closely with the Northern Territory Government to enhance tourism infrastructure, grow international visitation, and improve the Territory’s reputation as a leading tourist destination.

Shannon Stowell, the president of the Adventure Travel Trade Association and one of the founding members of the board, stressed the importance of this move, noting that the board’s advice will help shape policies that align with both global tourism trends and the unique needs of the Northern Territory’s residents. The board’s role will also include overseeing the implementation of recovery programs and supporting gateway communities, as well as Indigenous tourism initiatives, all aimed at driving sustainable growth across the region.

Key Priorities and Strategic Goals for the Advisory Board

The Tourism and Events NT Advisory Board will focus on four main objectives:

1. Strategic Direction for Tourism: Guiding the development of policies to boost tourism in the Northern Territory, with an emphasis on attracting both international and domestic visitors. This includes enhancing the region’s visibility as a desirable travel destination.
2. Event Development: Advising on major events and cultural initiatives, ensuring that the Northern Territory remains a prominent player in the global events market. The board will work to secure high-profile events and support local festivals, arts, and cultural gatherings.
3. Tourism Infrastructure Enhancement: Assisting the government in developing and improving tourism infrastructure to accommodate increasing visitor numbers, from transportation networks to accommodations and entertainment facilities.
4. Economic Growth and Local Impact: Ensuring that tourism growth positively impacts local economies, particularly in rural and Indigenous communities. This includes providing recommendations for initiatives that create job opportunities and enhance the economic benefits of tourism.

The Merger of Tourism NT and NT Major Events Company: A New Unified Approach

The creation of Tourism and Events NT follows the merger of Tourism NT and the NT Major Events Company, which was announced earlier in 2025. This unification aims to streamline tourism and events marketing under a single, cohesive umbrella, making it easier to coordinate efforts and create targeted campaigns to boost visitation to the Northern Territory.

The merging of these two entities is a significant step towards creating a more integrated and effective tourism strategy for the region, helping to ensure that visitors have a seamless experience while exploring everything the Northern Territory has to offer. The merger is expected to lead to greater collaboration between government bodies, businesses, and tourism operators, resulting in more dynamic and coordinated promotional efforts.

Board Members and Key Stakeholders Involved

The advisory board will include prominent leaders from both the tourism and events sectors, representing a broad range of interests. The Northern Territory Government has put out a call for Expressions of Interest from industry professionals, inviting them to apply for positions on the board. Once selected, members will be responsible for offering insights on tourism development, major events, and policy recommendations that can help shape the future of the Territory’s tourism economy.

Challenges and Opportunities for Northern Territory Tourism in 2026 and Beyond

As the Northern Territory prepares for this new era of tourism development, challenges remain. These include addressing the effects of ongoing global uncertainties, such as the fluctuating state of international travel and changing market demands. However, the establishment of the Tourism and Events NT Advisory Board represents a proactive response to these challenges, with a focus on long-term, sustainable growth.

Furthermore, the collaboration between the Northern Territory Government and industry experts will provide invaluable insights into trends, innovations, and strategies that can be used to position the Territory as a premier tourist destination on both national and international levels.

The Future of Tourism in the Northern Territory

The Northern Territory has long been a unique and captivating destination, with its stunning landscapes, Indigenous heritage, and vibrant cultural scene. With the establishment of the Tourism and Events NT Advisory Board, the government is taking a bold step to ensure that the region remains at the forefront of the tourism industry. By focusing on sustainable growth, infrastructure improvements, and community engagement, the Tourism and Events NT Advisory Board is set to play a key role in shaping the future of the Territory’s tourism sector.

Conclusion: A New Chapter for Northern Territory Tourism in 2026

In conclusion, the creation of the Tourism and Events NT Advisory Board marks an exciting new chapter in the development of tourism in the Northern Territory. With a renewed focus on strategic leadership, community involvement, and tourism growth, the Northern Territory is poised to further enhance its status as a must-visit destination. As the world continues to recover and tourism numbers rise, the work of this new advisory board will be essential in ensuring that the Northern Territory remains a thriving and globally recognized tourism destination.

Whether you’re an avid traveler, a local business owner, or an industry professional, the formation of the Tourism and Events NT Advisory Board offers an exciting glimpse into the future of tourism in the Northern Territory. Keep an eye on this exciting development as it unfolds in 2026.