Output 8.3 VisitCanberra
Overview
The directorate led the ACT and capital region tourism industry to create and implement a range of marketing and development programs that aim to increase the economic return from domestic and international visitation.
The directorate provided comprehensive visitor information and reservation services through the Canberra and Region Visitors Centre (CRVC), via the VisitCanberra website (www.visitcanberra.com.au) and associated Apps. The directorate also provided services to industry by implementing programs and initiatives that assist both stakeholders and partners to enhance their business through partnership programs, advertising opportunities and marketing collateral.
Highlights
Against this output in 2015-16 the directorate:
- achieved record domestic and international visitation for the year ending March 2016;
- secured direct international flight service with Singapore Airlines to commence direct flights between Singapore, Canberra and Wellington from 20 September 2016;
- hosted successful Sales Missions and Trade Events in New Zealand and Singapore;
- launch of a new five year integrated destination marketing platform – One Good Thing After Another;
- delivered the inaugural Destination Canberra Conference, attended by over 220 ACT and Canberra Region delegates;
- launched the Delegate Boosting Kit for promoting Canberra leisure experiences to business event delegates in cooperation with the Canberra Convention Bureau and the National Convention Centre;
- commenced the transition of the new state of the art Canberra and Region Visitors Centre to Regatta Point;
- serviced approximately 120,000 visitors through the Canberra and Region Visitors Centre on Northbourne Avenue, providing high quality customer service and advice on all things to see and do in the nation’s capital;
- achieved a rating of ‘very good’ or ‘excellent’ from 99 per cent of visitors to the CRVC for their overall customer service experience, which exceeded the overall visitor satisfaction target of 85 per cent;
- achieved strong follower growth and increased engagement across all major social media channels including Facebook, Twitter and Instagram, since July 2015;
- achieved 1,676,378 visits to the ‘VisitCanberra’ website;
- delivered the 2015-16 Special Event Fund that financially supported six major exhibitions and sporting events to drive interstate visitation;
- implemented the Tourism Marketing Partnership Program, supporting five new industry led marketing campaigns to boost bookings and conversion to Canberra;
- delivered the 2015 Canberra and Capital Region Tourism Awards;
- implemented the 2015-16 Tourism Demand Driving Infrastructure Fund for three new projects at the National Arboretum Canberra, Canberra and Region Visitors Centre and Australian National Botanic Gardens; and
- rolled out the Tourism Employment Plan across the ACT and Canberra region.
The directorate exceeded all three of its 2015-16 accountability targets against this output, with:
- (a) ACT Accommodation – Room Occupancy Rates, being exceeded by 5 per cent attributed to strong domestic visitation and targeted tourism campaign activity;
- (b) Canberra and Region Visitors Centre (CRVC) – Overall visitor satisfaction with customer service levels at the CRVC, where the target was exceeded by 17 per cent due to the higher level of customer service provided by staff; and
- (c) Number of visits to the ‘visitcanberra’ website exceeded by 29 per cent due to a significant increase in referrals back to the site from VisitCanberra social media channels and an increased focus on web search engine optimisation.
Future Direction
In 2016-17 the directorate will focus on activities that support the delivery of the 2020 Tourism Strategy and growing the visitor economy, including:
- delivery of marketing and trade education programs that drive awareness and visitation from domestic and international markets;
- the continuing development of international air access and increase domestic aviation capacity;
- leading the tourism industry to deliver strong and efficient digital marketing and transactional capabilities;
- continuing to invest, support and leverage key drivers to the visitor economy including major events, business events and education tourism;
- continuing to identify tourism investment opportunities and influence the right environment for doing business; and
- encouraging new experiences and product development.
For further information contact:
Jeff House
Deputy Director-General
Enterprise Canberra
+61 2 6207 7279
Jeff.House@act.gov.au
