2013 was Canberra’s 100th birthday, which presented an opportunity for the ACT to capitalise on its already rich events landscape. Floriade, Canberra’s annual flower festival held in September-October, is the most popular Canberra event, and Events ACT has now released its Floriade 2013 Event Report.
The report discusses the visitation and expenditure experienced by the event, and indicates that VisitCanberra, Events ACT, and local operators have done well in attracting visitors to the ACT for its centenary, through targeted marketing campaigns, a number of other high-profile events throughout the year, and new sponsorship opportunities. The organisers of Floriade also improved their research methodology and have been able to report on the event more accurately than ever.
This synthesis of tourism activities and the ability to measure their effectiveness demonstrates the ACT’s success in destination management. The activities undertaken in 2013 align with VisitCanberra’s updated strategic plan for marketing activities in 2013-2015, namely to change perceptions of Canberra through marketing campaigns, to leverage Floriade as the iconic event of the region, and to engage visitors throughout their travel experience through social media.
The Australian Bureau of Statistics (ABS) has published its annual Tourism Satellite Account for 2012-2013. The results are positive on a national level, with direct tourism gross domestic product (or GDP – direct tourism gross value added plus net taxes on tourism industry products) growing faster than Australia’s overall economy.
While the economy showed growth of 2.4%, direct tourism GDP increased by 3.7% to $42.3 billion in 2012-2013. The tourism sector has also slightly increased its share of the Australian economy from the previous year.
David Sheldon, Chair of the Australian Regional Tourism Network, says that the data presented in the TSA, together with Tourism Research Australia’s State of the Industry report for 2013, should renew political interest in regional Australia as a valuable contributor to the Australian tourism industry and therefore to Australia’s economy as a whole. ‘The Australian Regional Tourism Network has been advocating for more resources that focus on regional tourism, as tourism is one of the major economic drivers in the Australian economy with regional Australia being a major foundation stone, contributing 45% or the equivalent contribution of over $52 million a day.’
Datatrax hopes that these positive signs carry through to continued growth for the industry and future success for all our clients and partners.