26 September 2023

ACT’s new tourism plan is to fly dollars in

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VisitCanberra has launched a new tourism strategy for significantly growing the Territory’s visitor economy to $4 billion in seven years.

Welcoming the T2030: ACT Tourism Strategy 2023-2030, the Minister for Tourism, Andrew Barr said the Strategy set out the ACT’s economic objectives to sustainably grow the value of its visitor economy to $3.1 billion by 2025, and $4 billion by 2030.

“It is also expected we will return to our pre-pandemic level of $2.5 billion in overnight visitor expenditure by 2026,” Mr Barr said.

“The Strategy will focus on increasing employment in the tourism industry from 18,500 to 22,750,” he said.

“It also identifies ways to directly connect Canberra to more cities domestically, and internationally, by air.”

Mr Barr said T2030 focused on four missions to guide programs, investment and effort, to develop Canberra as a global destination; promote the city’s destination strengths and celebrate its distinct character; contribute to the wellbeing of the community; and develop iconic destination experiences.

He said the first in a series of action plans to underpin the Strategy would be released early next year.

“We want visitors to our city to leave with a greater appreciation for Canberra and to feel fulfilled, educated and wanting to tell others about the quality of the diverse experiences on offer,” the Minister for Tourism said.

“We also want visitors to think about our city and region as a great place to live, study, work and invest, with a reputation as progressive, inclusive and welcoming to all.”

VisitCanberra’s 50-page Strategy can be accessed at this PS News link.

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