There was a buzz in the air amid a whole week of celebrating tourism in the NT last week!

The NT has every reason to be proud of a terrific year with 19% growth in visitation and 13% in visitor expenditure – the highest growth rate in the nation (year end June 2025).

Our NT team, Tracey Diddams and Rachel Dash, joined the Destination NT Conference in Darwin, celebrating this achievement with a full week of learning, sharing, dreaming, and collaborating around tourism in the Territory.

Day 1 launched the new Visitor Economy Strategy 2032, underpinned by ambitious growth targets to:

  • Invest in sustainable and appropriate infrastructure
  • Protect and present natural assets for future generations to enjoy
  • Improve travel and telecommunications access to regional and remote areas
  • Nurture a year-round workforce, including First Nations pathways to live and work on Country – “We want a workforce that doesn’t just fill shifts, but builds careers.” – Danial Rochford, CEO Tourism Central Australia
  • Build the NT’s reputation through unique events and screen opportunities (the recent film ‘Kangaroo’, is Australia’s highest-grossing film of 2025 – filmed in Central Australia!)
  • Expand products and experiences that connect visitors to the NT’s character, culture, landscapes and changing seasons. 

The learning and collaboration continued through themed sessions across:

  • Military Tourism – including the launch of the new AI Military App by Tourism and Events NT, which co-curates itineraries and experiences, highlighting the stories that form part of the tapestry across the region
  • Education Tourism – fostering change and understanding, and linking authentic experiences with the national curriculum and school Reconciliation Action Plans
  • Cruise Tourism – a year-round success with 111 vessel arrivals, supporting NT businesses through every season.

Aboriginal Tourism Forum – key takeouts

  • 4 in 5 Australians associate the NT with the best Aboriginal experiences
  • Globally, Australia is the country most associated with being able to have an Indigenous experience (44% compared with New Zealand at only 18%)
  • The number 1 Aboriginal visitor experience is enjoying Aboriginal foods and cuisine
  • The main reasons for not booking an Aboriginal tourism experience are based around lack of awareness, perceptions of safety in remote areas, and fear of offending

TRC Tourism was proud to co-create Stage 2 of the Aboriginal Cultural Tourism Framework, which was made available for attendees. We worked alongside cultural tourism expert Victor Cooper, Tourism NT’s Aboriginal Tourism Team, and Moogie Down Productions. This new stage expands guidance for business planning, consumer brand marketing, trade distribution, product development, visitor cultural protocols, glamping, education and cruise tourism.

Destination NT Conference Highlights

  • Tourism NT has expanded and united tourism and major events under the banner Tourism and Events NT (TENT) – recognising the vital role of events in the visitor economy
  • NT’s tourism drawcards – Aboriginal culture, world class nature, events/food & drink and road trips
  • Emerging trends include ‘set-jetting’ visitations of film/movie ‘sets’, dark sky tourism, agri-tourism including bush foods and sustainability, and AI chatbots shaping visitor choices (used by 50% of people).

The week concluded with Tracey attending the Brolga Tourism Awards as a judge, celebrating both new journeys and lifetime achievements in the NT tourism industry.

Our favourite quotes of the week:

‘The Territory IS different. So let’s be really innovative in the way we do tourism differently.’ – Rachel Telford, Executive Director Industry Development Tourism and Events NT 

‘Let’s amplify our truths, we have deserts, night skies, culture and landscapes like nowhere else. These are our truths.’ – Danial Rochford, CEO Tourism Central Australia

‘Tourism should make people feel something.’ – Staci Mellman, Chief Marketing Officer Tourism and Events NT

‘It’s not just about transactions, it’s about transformations.‘ – Johnny Murison, Jarramali Rock Art Tours

‘Potential can last forever. Opportunity is now – it is only a small window and we need to grab it when we can.’ – Paul Ah Chee, Chair Tourism & Events NT Board of Commissioners

 

And a quote from TRC’s Tracey Diddams: “Our brains and hearts are full with so much new knowledge and connections with old and new friends. We look forward to continuing our journey with the Territory tourism industry with such an exciting path ahead.”

We’re inspired by the energy, ideas, and partnerships driving NT tourism forward. Congratulations to all involved in shaping the future of the Territory’s visitor economy.