We acknowledge Aboriginal and Torres Strait Islander peoples as the First Peoples and the Traditional Custodians of Ngunnawal Country, the land on which we meet today. We pay our respects to Elders past, present and emerging, and also recognise any other people or families with connection to the ACT and Region.
Her Excellency Vicki Treadell, British High Commissioner to Australia, discussed leveraging Canberra’s status as a capital city to boost tourism
Her Excellency shared an anecdote that people tend to be surprised when they find out her post is in Canberra rather than in Sydney or Melbourne. She brought up the need to promote the capital and its distinct appeal not only to the international market but also to Australians.
Her Excellency noted how every Australian student visits Canberra, learning about freedom, democracy, and the country's history. She suggested that this childhood experience be used to attract visitors later in life, encouraging Australians to become advocates in inviting others to see the city.
Her Excellency shared tourism strategies of other capital cities. One of her examples was Wellington’s successful branding as “the coolest little city in the world” through the promotion of its pubs, festivals and “Lord of the Rings” film locations. She said Canberra has the potential to use “set-jetting” or destination-based traveling with the comedy “Austin,” which was shot in the ACT.
Another recommendation was leveraging the Working Holiday Maker program to attract British youth to Canberra considering the fewer job restrictions under the program. She noted that Canberra could leverage its university city status to bring in young Brits.
She also discussed opportunities to target changing demographics. She mentioned that during her stint as Deputy High Commissioner in India, a Bollywood map of Britain was produced for Indians keen to visit the locations of their favourite films.
Her Excellency also recommended partnering with conference organisers to showcase Canberra to event attendees.
“This is a city of conventions and meetings, summits and gatherings. How do you package and target those events to say, 'Stay an extra night or two'?”
Finally, she expressed admiration for the distinct charm of Canberra suburbs, describing Canberra as "a city of villages, each suburb with its collection of shops or cafes or restaurants."
“I think there's far more to your city that you can consider and package.”
Question – What appeals to UK residents on the Working Holiday Maker program to go to a capital?
Her Excellency answered that when British holiday makers go to Italy or France, they make sure not to miss Rome or Paris. She says a challenge in attracting young adults is that they don't realise that Canberra is the capital of Australia.
Karen Doran — CEO of the National Capital Authority, on the NCA’s future strategic direction
Ms Doran began by highlighting the NCA’s commitment the culture and histories of First Nations people into their work, proudly mentioning the release of the NCA’s Reconciliation Action Plan last June.
She outlined NCA’s strategic objectives in three interrelated pillars: planning, maintaining, and promoting the national capital.
The planning role involves assessing proposed works and reviewing national plans, amending them as necessary. Ms Doran emphasised that planning involves collaboration and engagement with stakeholders, including the ACT government. Among its projects with the ACT government are the West Basin path and planning for the future of the Commonwealth Park.
On the maintaining role of the NCA, Ms Doran listed important projects:
- The upkeep of significant original assets such as Old Parliament House which is nearly 100 years old
- Strengthening assets like Scrivener Dam, which is 60 years old
- The recent renewal of the National Carillon, which is over 50 years old
- Preserving Anzac Parade and its memorials
- Managing parks, gardens and trees in the national capital
The NCA also looks to enhance the amenities, which entails being open to new facilities and improving accessibility for people with disabilities and families.
“My objective and challenge is to not only maintain but also look for opportunities to enhance. We cannot stay static.”
On the promotion role of the NCA, its efforts include collecting histories, education and attracting visitors.
The NCA is keen to establish a brand for the National Triangle, promoting it as the heart of Canberra. One of its initiatives is a tourism map of the National Triangle precinct.
Among the NCA's key promotional activities are:
- Exhibitions at the National Capital Exhibition Centre
- Tours of ANZAC Parade and its memorials, Reconciliation Walk and Blundells Cottage
- Major events such as Australia Day and Lake Burley Griffin’s 60th anniversary in October
Besides organising events, Ms Doran noted that the NCA is an enabler of important events like Floriade and the Enlighten Festival through their efforts to keep parks and lakes in top condition.
With regard to Lake Burley Griffin, the NCA has a long-term view for activation of the lake and its foreshores. Ms Doran emphasised that while the NCA does not run businesses, they are able to support the use of spaces around ACT.
“You could say the opportunities to activate and celebrate the lake and the national capital are limited only by our imaginations and maybe by our budgets.”
Ms Doran concluded by saying that the NCA’ s work serves all Australians, and their achievements depend on collaborative efforts.
Jodie Cunningham — Director of the Craft + Design Canberra Festival, on the potential of the event to substantially boost tourism visitations into the ACT
Ms Cunningham introduced Craft + Design Canberra, one of Australia’s longest-running visual arts organisations. With support from the ACT government, its initiatives include a gallery, a shop, workshops and an Open Studios program. The organisation’s major event is the Craft + Design Canberra Festival.
Ms Cunningham brought attention to Canberra’s creative ecology, proposing that the city could be branded as more than the seat of Parliament.
She highlighted Canberra’s vibrant creative industries with the following key information:
- Canberra's creative industries contributed $2.9 billion to the ACT in 2021
- 11% of the Canberra workforce is employed in the creative economy
- Canberra has significant architectural legacies and legacies of Ngunnawal cultural practice
- Canberra ranks among the top 10 most liveable cities in the world
“Canberra has world-class, contemporary designers and design projects… This is brand Canberra. This is why we have one of the most innovative cities in Australia, and I would argue, the world.”
Craft + Design’s festival and programs celebrate Canberra as a creative capital and global city of design, explained Ms Cunningham. She explained that the festival connects local creators with the Canberra community and tourists.
Key achievements of the 2022 festival include:
- Over 470,000 people engaging with the festival
- 27% of tourists came from interstate
- The festival generated a $12 million economic impact to Canberra and $327,000 income for creatives
- A commendation award for Major Festivals and Events at the Canberra Region Tourism Awards
Ms Cunningham noted that support from major partners was crucial as sponsorships and self-generated revenue represent 90% of the festival budget this year.
Despite receiving only $150,000 in government support, Ms Cunningham said it had “comparable” statistics to the Multicultural Festival, which received a higher amount of government funding.
The Craft + Design Canberra Festival was established with the vision to elevate Canberra to a UNESCO Creative City of Design, said Ms Cunningham.
She illustrated how this designation can boost tourism and the economy by sharing the successes of other Creative Cities like Geelong, Helsinki and Singapore.
“There is a huge opportunity with the UNESCO Creative City designation to leverage on Canberra’s creative economy.”
Ms Cunningham said that ACT Labor made an election commitment of $3.3 million in arts funding, which will support programs such as Canberra’s application to become a UNESCO Creative City of Design.
She also shared details of the upcoming Craft + Design Festival, which takes place this November. The theme is “Regenerate,” demonstrating how design thinking can solve big problems. More information can be found in the festival’s website.
Ms Cunningham called for support through donations, sponsorships and attending the festival.
Next forum Wednesday 6 November 2024.
Speakers will include the QantasLink CEO, the ACT Chief Police Officer, and the CEO of Canberra Racing Club, Thoroughbred Park
Pictures are courtesy of our partners at Hiebl Photography.