The research is in and it shows Australia’s richest fishing competition, Million Dollar Fish, remains a massive catch for the Territory.
The independent research shows Season 7 of the competition bagged a record-breaking $47.3 million total expenditure stimulus for the Territory, with 32.5 percent of that ($15.4 million) new money that would not have entered the Top End region if the competition did not exist.
Registrations for Season 7 were up almost 10,000 from Season 6 (38,556 compared to 29,000) – with more than 32,000 people actively fishing in the competition. Almost 20 percent registered with an interstate address, and interstate visitors delivered more than 20,000 visitor nights across the Territory. More than 70 per cent said they are likely to return to take part next year.
Fishos came from every state and territory. Queenslanders made up just over a third of interstate visitors at 35.5 percent, followed by New South Wales at 23.1 percent.
More than half of all those who took part in Season 7 said they bought fishing gear because of the competition, and overall participant satisfaction with Million Dollar Fish was 4.6 out of 5. The Net Promoter Score (NPS) was 78.1, up from 72 in Season 6. An NPS above 50 is deemed as ‘excellent’ and 80 is ‘world class’. The NPS measures customer loyalty, and how likely someone is to recommend a product or service.
Season 7 ended on 31 March 2022, but the eight fish carrying tags worth $1 million remain active year-round if you registered for Season 7.
Million Dollar Fish Season 8 begins on 1 October 2022 and will run until 31 March 2023. Registrations will open on 1 September 2022. Visit to find out more. The competition is underwritten by SportsBet.
Quotes from Minister for Major Events, Paul Kirby
“These are incredible, independent results which show the value Million Dollar Fish delivers for our economy. This value arrives during what is traditionally a quieter season for the Territory.”
“Million Dollar Fish participants are out buying fishing gear, staying in hotel rooms, eating and drinking at pubs and restaurants, and enjoying the amazing tourism experiences the Territory offers. Interstate fishos return home and share stories about how they caught a barra ‘this big’ and tell their mates how great the Territory is.”
“This competition helps cement the Territory’s reputation as the best place to fish in Australia.”
Quotes from SportsBet External Affairs Manager, Brad Fanning.
“SportsBet is thrilled Million Dollar Fish Season 7 was bigger than ever. We are constantly striving for this competition to deliver more for the Territory. More people are actively taking part, more people are visiting the NT, and more money is flowing through the economy.”
“We are now gearing up for an even bigger Season 8, and can’t wait to give away some cash to as many lucky fishos as possible!”
