Case Study:
Million Dollar Fish

The Northern Territory, renowned for its iconic barramundi, is considered Australia’s premier fishing destination for anglers seeking to catch this prized tropical species. Launched in 2015, the Million Dollar Fish competition was introduced to boost tourism and give fishing enthusiasts the chance to catch barramundi with prize tags.

Now recognized as Australia’s richest fishing competition, Million Dollar Fish has grown each year, with more prize-tagged barramundi released across five key fishing regions: Arnhem Land, Darwin, Kakadu, Katherine, and the Tiwi Islands.

Since its inception, anglers from across Australia have landed dozens of tagged barramundi, claiming significant cash rewards, while hundreds more have won exciting prizes from competition partners.

Northern Territory Major Events Company engages IER to conduct research for this event, gathering insights from participants to better understand their experience. The goal is to assess the economic impact on both the regions and the Northern Territory as a whole.