The new entity will be known as Tourism and Events NT.
“By bringing two skilled teams together under one brand, we can market the Territory more effectively, attract more visitors and deliver stronger economic returns,” said the Northern Territory’s tourism, hospitality and major events minister, Marie-Clare Boothby.
“And importantly, by showcasing the Territory lifestyle, we can also encourage more people to call the NT home.”
The government believes the amalgamation will streamline operations. The combination of the two organisations is already seeing the packaging of event tickets with accommodation, flights and tours, cross-promotion of events and tourism and major events becoming part of travel media and travel trade famils.
The new organisation has an incoming chief marketing officer, with Staci Mellman moving over from the USA to take on the role on October 1.
Mellman has previously held roles with Brand USA and Visit Florida, and, although she’s from Texas, has an Australian connection, having attended The Australian Graduate School of Management at the University of New South Wales more than a decade ago.
“It’s a privilege to join Tourism and Events NT at such a pivotal time. The NT is one of the world’s most unique destinations and I’m excited to share its story with new audiences globally,” Mellman said.
A new advisory board for Tourism and Events NT will be set up, with expressions of interest to join the advisory group to open on September 24 and close on October 22.
The new organisation and its advisory board is set to officially come into being on the first day of 2026.
NT Business Events is also part of the merger, as part of Tourism NT.
