The Northern Territory Government has unveiled a new AI-powered initiative to promote and enhance the region’s unique military history experiences.
An innovative ‘Trip Planner’ will allow visitors to create personalised military history itineraries tailored to their location, interests, budget and timeframe while showcasing local Territory businesses, regions and experiences.
From roadside airfields and untouched battlefield bunkers to immersive museum experiences, the new platform will put these iconic sites on the map for all to see.
Minister for Tourism and Hospitality, Marie-Clare Boothby said the initiative was part of the Government’s broader strategy to grow the visitor economy by showcasing the Territory’s rich wartime history.
“We said we’d put military tourism on the Territory’s map, and we’re doing just that,” said Ms Boothby.
“From the Top End’s pivotal role in World War II to its continued importance in Australia’s defence today, we’re leveraging our unique history to attract more visitors, support local jobs, and grow our economy.
“The Territory is Australia’s very own battlefield – more bombs were dropped in the Territory than Pearl Harbor, including hundreds of kilometres from Darwin with historical sites right along the Stuart Highway.
“We are telling the world that if you’re looking for war history, you come to the Northern Territory.”
The Territory’s military history will be promoted through targeted marketing and innovative tools such as the AI Trip Planner, alongside key commemorative events including Bombing of Darwin Day, ANZAC Day, and Remembrance Day, along with upcoming events like NT Defence Week and Pitch Black 2026.
To ensure the new AI Trip Planner reaches global audiences, Tourism NT’s newly appointed Chief Marketing Officer, Staci Mellman will lead a targeted campaign to showcase the Territory’s military history to both domestic and international travellers.
Formerly with Brand USA and Visit Florida, her experience in driving destination storytelling on the world stage will help position the Northern Territory as Australia’s leading military tourism destination.
At the location of the launch, Guy Dunne, part of the team operating the new Darwin Services Club at the iconic Admiralty House on the Esplanade, unveiled a new military wall showcasing the Territory’s proud defence history.
“Admiralty House has always been part of Darwin’s story, and we’re proud to bring it back to life as the new Darwin Services Club,” said Mr Dunne.
“This new military wall is about honouring the men and women who have served, while helping tell the Northern Territory’s unique story of World War II.
“You can’t experience military history like this anywhere else in the country. We’re right here in the heart of the city, surrounded by some of the most significant military sites in Australia.”
Ms Boothby said the inaugural ‘Destination NT’ tourism industry event, which kicks off today, will feature a dedicated session on military tourism, exploring opportunities to grow and promote the key sector.
“Unlike Labor who turned a blind eye to the Territory’s potential as a military tourism destination, our government is investing in its future – because we know our military history is a distinctive and powerful part of the Territory’s story,” she said.
“Our goal is to grow the visitor economy from $1.5 billion to $2.2 billion dollars over seven years, and the military tourism AI Trip Planner is part of the strategy to achieve this target.
“It’s fantastic to see businesses like the new Darwin Services Club investing in our military history, with their newly unveiled military wall showcasing this to visitors from around Australia and the world.”
To view the Military Tourism AI Planner, visit the website.
