Million Dollar Fish

Million Dollar Fish, Marketing, Tourism NT, Northern Territory, Australia

Tourism NT launched an Australian-first tourism campaign, Million Dollar Fish in 2015.

Million Dollar Fish aims to lure visitors to the Northern Territory by showcasing it as the best place in the world to stay, play and fish.

After a successful inaugural season that saw 76 barramundi tagged and released across fishing locations in the Top End with one having a $1 million prize tag and the remaining 75 having $10,000 cash prize tags, Million Dollar Fish returned for a second season in 2016.

Ten $10,000 fish were caught in Season 1 with $100,000 cash prizes paid out to lucky fishos. Season 2 saw 101 prize-tagged barra released and the total prize pool increased to $2 million with a total of eight $10,000 tagged fish recaptured.

Season Highlights

The Million Dollar Fish competition generates invaluable national and international exposure while putting the Territory on the global map as the place to come to fish.

To find out more about the success of Season 1, watch our highlights video below.

The Million Dollar Fish campaign is timed to influence travel to the Top End during our low season from October to February with fishos encouraged to travel with their families and enjoy the unique tourism experiences and spectacular landscapes the Territory has to offer.

The campaign is part of the Territory Government’s plan to increase visitors to the NT and build a $2.2 billion visitor economy by 2020.

For more information go to:

How to Get Involved

The message behind the Million Dollar Fish campaign is Stay, Play and Fish the NT so whether you have a tourism business, attraction, hotel, fishing charter or business or restaurant EVERYONE can get involved. 

Who knows? It might just be your customer that lands the big $1 Million fish.

Stay tuned for more details about Season 3 of Million Dollar Fish.

Find out more

For further information about the Million Dollar Fish campaign, contact Tourism NT at

You can also find out more about the local fishing tourism industry here.

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