4.16: Tourism
Deliver a five-year strategic plan (2008–2013) which will articulate the future direction and activities of Australian Capital
Tourism and define a vision statement.
Other Information:
Tourism makes a significant and growing contribution to the ACT economy and community, and it plays a critical role in defining
our national and international image. The diverse and extensive range of major events and tourist attractions, including the
national institutions, draw visitors to the region. Events include Floriade, Summernats and the National Folk Festival; venues
include the Australian War Memorial, the National Gallery of Australia, Parliament House, the National Library and the National
Museum of Australia. These famed national attractions hold the stories of our nation. Australian Capital Tourism’s brand—‘See
Yourself in the Nation’s Capital’—indicates that, irrespective of who we are or where we come from, the best place to see
our true reflection as Australians is in the nation’s capital—Canberra. The brand derives from Canberra’s status not only
as the capital of Australia, but also as keeper of Australia’s cultural, historical and democratic past, present and future.
The ACT Government will deliver a five-year strategic plan (2008–2013) which will articulate the future direction and activities
of Australian Capital Tourism and define a vision statement. The plan will also identify strategic directions and key performance
indicators for the organisation. An integrated e-strategy will update the website visitcanberra.com.au, improving media and
trade content to assist with wider exposure. The ACT Government has funded the upgrading and refurbishment of the National
Convention Centre. The conference building has had a $26.4 million facelift to improve its facilities and provide a state-of-the-art
iconic facility in the ACT. As a result of the upgrade, it is expected that Canberra will increase its share of the national
conference market from 6 to 7 per cent. The Canberra Convention Bureau will receive additional funding of up to $1 million
by 2009–10 to promote Canberra as a destination for meetings and conventions. The aim is to ensure that Canberra is positioned
as a leading destination for business events for Australian and overseas companies. The ACT Government has provided $250,000
in 2008–09 for cooperation between the ACT Government, the Canberra business community and the Federal Government on a feasibility
study to establish a trust fund for the Convention Centre. Floriade will celebrate its 21st anniversary in 2008. We will continue
to develop the event to attract new and repeat visits under a five-year plan currently being developed. Meanwhile the inaugural
Floriade NightFest, an extension to the traditional Floriade, will be piloted in September 2008.
Indicator(s):
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