Tourism and Events NT delivers an integrated program of marketing activity designed to inspire more people to visit the Northern Territory. 

We work closely with tourism operators, industry and distribution partners to showcase Territory experiences and convert visitor interest into bookings. 

This industry participation guide outlines the many ways you can participate over the next 12 months – from campaigns and cooperative marketing to trade events, familiarisations, media opportunities and training programs. 

Check the calendar view for the next 12 months of marketing activities.

Consumer marketing 

Tourism and Events NT campaigns inspire people to choose the Northern Territory for their next holiday. Campaigns may promote the Territory as a travel destination, specific regions, experiences, events or seasonal travel. 

How you can get involved 

  • Download campaign toolkits and promotional assets
  • Align your own marketing with campaign messaging
  • Share campaign content through your own channels
  • Participate in campaign-specific opportunities as they arise
  • Ensure your ATDW business listing is up-to-date and that you are working with campaign distribution partners. 

Each campaign includes a toolkit that is released the week before a campaign launches to make participation easy. 

Always-on consumer marketing: Social media, content & PR 

Tourism and Events NT promotes the Territory through media relations, content and social media storytelling. Destination storytelling positions the NT as a distinctive travel destination and a leading destination for major events through compelling, authentic and evidence-led storytelling. These stories drive awareness, consideration and positive destination reputation, inspiring visitation and supporting sustainable growth of the visitor economy. 

We're always looking for compelling stories, including: 

  • New tours and experiences
  • Accommodation openings  
  • Restaurant launches  
  • New menus  
  • Awards and recognition  
  • Festivals and events  
  • Renovations  
  • Sustainability initiatives  
  • Aboriginal tourism experiences  
  • Seasonal experiences  
  • Unique visitor stories  
  • High-quality new imagery and video.

Examples of successful previous stories

Media famils (long-form feature coverage)

Examples of successful social media / content creator stories:

If you've got something newsworthy, we'd love to hear from you.

Please share with us by emailing [email protected] 

Cooperative marketing  

Tourism and Events NT partners with airlines, online travel agents, wholesalers and other industry partners to convert travel interest into bookings and to support product distribution. These campaigns provide opportunities for operators to gain additional exposure and reach new audiences through these partners.

Operators interested in getting involved are encouraged to contract directly with these partners (listed here: Marketing Activities Calendar FY 26-27 | Tourism and Events Northern Territory corporate website) and ensure their products, availability and offers are loaded and up to date. Having a direct commercial relationship with partners will help position your product to take advantage of relevant campaign opportunities when they arise.

In some markets Tourism and Events NT works with Tourism Australia and STO’s (One Voice) on cooperative campaigns to increase exposure for the destination and maximise reach. These campaigns are usually annual activity with a trade partner.

Cooperative marketing opportunities are available for eligible operators and require matched funding and aligned campaign messaging. 

Interested in participating? Email: [email protected]  

Trade events

Trade events educate and incentivise global trade partners to sell the NT. Following are the current trade event opportunities.

 

Location: Darwin 
Dates: 13-15 October 2026 

G’day Australia 2026 (GA26) will take place in Darwin in October. Tourism Australia is delivering the event in partnership with Tourism and Events Northern Territory.  

G'day Australia is a combined training workshop and familiarisation event held exclusively for Aussie Specialist Agents from Tourism Australia’s key markets. The 300 Aussie Specialists attending will meet with approximately 130 Australian tourism operators during the workshop and networking events.  

Aussie Specialists will also participate in a four-night pre or post familiarisation program throughout Australia supported by all Australia States and Territories.  

Through their participation, attending Aussie Specialists will see a range of extraordinary travel experiences which ultimately encourages agents to become advocates and sell Australia with confidence. 

Visit event page

Location: Tasmania 
Date: 26-28 October in 2026 

Meeting Place (MP) is ATEC’s and the second largest tourism trade event after Australian Tourism Exchange. MP is made up of various event elements such as business-to-business meetings, conferencing sessions, networking functions, a gala dinner and much more.

The multi-day trade event connects suppliers with buyers including inbound tour operators (ITOs) and online travel agents (OTAs) and is a great opportunity for industry who are just starting to work in the international space to contract with inbound operators. 

Visit event page

Japan & Korea 
Location: Tokyo, Japan  - Date: 2-4 September 2026   UK/Europe 
Location: London - Date: 16- 18 November 2026 

Australia Marketplace provides an opportunity for the Australian tourism industry to build relationships with qualified product planners, travel agencies, decision makers and tour operators from the regions in which they are held.

Previously Marketplace events were held annually however Tourism Australia has now confirmed these events will occur in each region every two years. This reduces the financial load on operators allowing them to visit more markets and less frequently. 

Visit event page

Location: Melbourne and Sydney 
Date: 12 & 17 November 2026 

The China ITO Product Update will be held in Sydney in November.  Operators who are working in international markets will have the opportunity to present at this event. 

Location: Sydney 
Date: November 2026 

A Japan ITO Product Update will take place in November in Sydney in partnership with Voyages, Journey Beyond and AAT Kings. Cost to attend this event is $1,000. 

Location: Sydney 
Date: 16-20 May 2027 

The Australian tourism industry’s largest annual business-to-business event, the Australian Tourism Exchange (ATE27), will be held in Sydney. ATE27 is scheduled to take place at the International Convention Centre between Sunday 16 May to Thursday 20 May 2027. The event will bring together Australian tourism businesses with global distribution partners, to conduct scheduled business appointments and participate in key networking events. ATE27 will also provide international buyers with the opportunity to experience Australia’s tourism offerings first-hand through pre and post-event familiarisations. 

Around 1,500 Australian seller delegates and 700 buyer delegates from over 30 countries are anticipated to attend. 

Visit event page

Location: Sydney 
Date: 2 March 2027 

The NT New Product Workshop will be held in Sydney in March 2027 to introduce NT product who are new to international to ITOs in a day of B2B meetings and workshops. Inbound Tour Operators from Melbourne, Brisbane, Adelaide and Sydney will be invited to the event which will include a day of appointments and networking opportunities. 

The New Product Workshop will be managed by the Industry Development Team and available to new products who have completed the Trade Distribution Program. 

Location: Melbourne, Brisbane, Sydney 
Date: 8-10 September 2026 

NT Muster is Tourism & Events NT’s annual domestic trade roadshow, connecting Northern Territory tourism operators with key travel trade partners across Melbourne, Brisbane and Sydney. Over three days, participating operators have the opportunity to build valuable relationships with frontline travel advisors, wholesalers and product managers who influence travel bookings across Australia. 

Designed to strengthen product knowledge and drive sales of the Northern Territory, NT Muster provides a cost-effective platform for NT businesses to showcase their products, generate new trade opportunities and strengthen existing industry partnerships. Bringing together up to 20 NT operators each year, the event showcases the breadth and diversity of the Territory’s tourism experiences while increasing destination awareness and driving sales through the travel trade.  

Registrations for the 2026 NT Muster have now closed. The event will return in September 2027, with registration details to be released in the first quarter of 2027 closer to the event. 

Location: Adelaide and Perth 
Date: 9-10 February 2027 (dates TBC) 

Following the success of Tourism & Events NT's New Zealand Roadshow and NT Muster, we are planning to deliver a dedicated event in South Australia and Western Australia in early 2027. The roadshow will provide Northern Territory tourism operators with the opportunity to connect directly with the travel trade in Adelaide and Perth – two markets that have not previously been visited by Tourism & Events NT through a dedicated trade event. 

Up to nine NT operators will have the opportunity to participate in two evening networking events, with each operator delivering a 10-minute onstage presentation showcasing their business, experiences and latest product offerings. With approximately 30 travel advisors and industry partners expected to attend each event, the roadshow will provide a valuable platform to build new trade relationships, increase product awareness and drive sales of the Northern Territory. 

Registrations for NT tourism operators will open later this year. Expressions of interest for NT tourism operators to participate in the NT Mini Muster will open later this year. 

Location: Alice Springs 
Date: April 2027 (dates TBC) 

NT Round Up is Tourism & Events NT's annual trade event and famil, designed to showcase the Northern Territory to key travel trade partners through firsthand destination experiences. Each year, 20 invited travel trade partners participate in a dedicated trade event followed by a multi-day famil, with the program alternating annually between the Top End and the Red Centre. 

In 2027, NT Round Up will focus on the Red Centre, commencing with a trade event in Alice Springs where 20 NT tourism operators will connect with invited travel advisors before participating in a famil through Alice Springs, Kings Canyon and Uluru. The event provides participating operators with the opportunity to build valuable trade relationships, increase awareness of their products and drive future sales of the Northern Territory. 

Expressions of interest for NT tourism operators for the Alice Springs trade event will open in early 2027. 

Trade Familiarisation Programs 

Familiarisation (famil) programs give travel advisors, wholesalers and tour operators the opportunity to experience the Northern Territory first-hand. 

Operators who participate can: 

  • showcase their product directly to key sellers
  • build valuable trade relationships  
  • increase product knowledge among frontline agents
  • improve the likelihood of future bookings.

If you'd like to be considered for future famil programs, complete the Expression of Interest Form here.

Trade Training 

Tourism and Events NT delivers year-round training programs to educate domestic and international travel trade about Northern Territory experiences. 

Opportunities include

  • ITO webinars
  • Aussie Specialist webinars
  • In-market presentations
  • Face-to-face workshops
  • Product updates  

We're looking for 

  • New products
  • New experiences  
  • Refurbishments
  • Seasonal offers
  • Awards
  • New imagery and video
  • Industry news 

Please share any updates, new images or video, so we can include this in our trade updates. You can contact us at [email protected]  

Trade Communications 

We regularly communicate with travel trade partners to keep Northern Territory product front of mind. 

Current communications include: 

Audience 

Frequency 

Inbound Tour Operators 

Quarterly 

Aussie Specialists 

Monthly 

Tourism and Events NT trade network 

Fortnightly 

To include product updates, imagery or news in future communications, email [email protected]