Briefing paper

Australian Capital Territory tourism audit

Tourism Regional planning Australian Capital Territory
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apo-nid122526.pdf 4.31 MB

As a visitor destination, the Australian Capital Territory (ACT) and its regions offer outstanding national attractions and a strong event program, along with excellent wineries and dining experiences, varied accommodation options, and a range of beautiful locations in which to undertake active pursuits. The ACT has the added advantage of being within easy driving distance of Sydney – the largest urban population in Australia. Together with its national attractions, this makes the ACT a popular destination, largely driven by those visiting friends and relatives (VFR) and business travellers. With appeal to both domestic and international markets, the ACT has seen strong growth in overnight visitor numbers from both markets over the past few years. This growth has exceeded national growth rates; a positive indicator of Canberra’s growing popularity. International flights and low cost carrier flight services to Canberra that commenced in late 2016 furthers the appeal of the ACT as a destination. In 2016, Tourism Research Australia (TRA) – in partnership with VisitCanberra – commissioned a Product and Experience Audit of the ACT and region to examine all tourism products and experiences, along with analysis of the region’s capacity to take advantage of current tourism trends, such as nature-based and adventure tourism. This summary reports on the findings of the research.

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