As a tourism destination, and place to live, Canberra has undergone significant changes over the past ten years, including the opening of new attractions and hotels and rejuvenation dining precincts. International flights are also arriving from Singapore and Wellington New Zealand in September.
Given the scope of this change, VisitCanberra is undertaking a thorough assessment of all tourism product and experience offers to understand how they perform in comparison with offerings in other destinations. The assessment will determine what needs to be done to accommodate future visitor growth. It involves consultation and detailed analysis of the region’s products and existing performance, and identification of gaps for tourism product in the foreseeable future.
The information gathered will be used to inform VisitCanberra’s business planning, investment programs, and marketing and partnership activities, aimed at achieving the goal of growing overnight visitor expenditure to $2.5billion by 2020.
