Case study: Parrtjima

Illuminating a 300-million year old landmark

Parrtjima – A festival in light is a spectacular free 10-night festival held each year to celebrate First Nations culture and art through technology under the starry skies of the Red Centre.

Opportunity

Featuring light installations, artworks, workshops, music and talks, Parrtjima is held on Mparntwe (Alice Springs), which is connected to the estates of Mparntwe, Antulye and Irlpme.

The festival uses modern technology to explore First Nations cultural expressions while honouring ancient traditions and the deep connections to Country and culture. Parrtjima (pronounced par-chee-ma) marked its 10^th year in 2025.

Approach

Parrtjima is delivered by Northern Territory Major Events Company alongside event partners We Are Gather and Grumpy Sailor, under the guidance of Curator Rhoda Roberts AO, Cultural Advisor Paul Ah Chee and the Parrtjima Festival Reference Group.

Solution

Parrtjima is the only authentic Aboriginal light festival of its kind, showcasing the world’s oldest continuous culture through modern technology – all set against the 300-million-year-old natural canvas of the MacDonnell Ranges in Central Australia.

Each year this free event celebrates how artists evolve and experiment with distinctive styles and materials.

The festival provides a platform for Aboriginal artists and storytellers to share their knowledge and creativity with audiences from across Australia and beyond.

Outcomes

Parrtjima has grown into one of Australia’s most significant tourism and cultural events, drawing over 21,000 attendees in 2024.

Notably, 47.2% of visitors experienced the festival for the first time, highlighting its expanding reach and appeal. The opening weekend recorded the second-highest attendance to date, generating A$9.42 million for the local Alice Springs economy.

The event is a source of immense pride for both the Alice Springs community and the broader Northern Territory, with independent research showing that 92.2% of attendees agreed that Parrtjima had a positive impact on the community, while over 77% said it enhanced their appreciation of Aboriginal art and culture.

NTMEC continues to earn global recognition for Parrtjima, securing 5 awards at the 2024 Global Eventex Event Awards and ranking #6 in the prestigious international Eventex Top 100 Agencies and Event Organisers Index.

Parrtjima also received top honours at the 2024 Australian Event Awards, winning Best Regional Event and Best Tourism Event.

At-a-glance