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.
Senator the Hon Katy Gallagher, Federal Finance Minister and Senator for the ACT, on the Government’s commitment to the ACT
Senator Gallagher outlined her dual role as Minister for Finance and a Senator for the ACT, emphasising the importance of working closely with the ACT government to ensure investments in Canberra are aligned for local and national benefit.
Senator Gallagher noted various areas of focus, including:
- Rebuilding the public service to keep unemployment low and drive economic growth for small businesses in the ACT.
- Partnership on big projects like light rail, which has significant tourism and local transportation benefits.
- Investment in the national institutions to ensure they are properly funded and maintained, highlighting their importance in preserving art, culture, heritage, and history. This includes substantial allocations for the National Museum, National Portrait Gallery, Australian War Memorial and Australian Institute of Sport (AIS).
- Partnering with the ACT government on concepts like the northern part of the city and preparing for the Olympics.
Senator Gallagher said the Government Expenditure Review Committee has been supportive of these infrastructure initiatives, focusing on furthering Canberra's national role while working together with the ACT government for areas of local need. She noted the flow on benefits for the tourism and hospitality sector and discussed the example of the business case being prepared for a new convention centre on the pool site.
Questions and answers included:
Q: Does the Commonwealth believe the new National Convention Centre could be funded as a national institution?
A: In short, yes. The Government needs a business case first which they don’t have yet – they are partnering with the ACT Government to get that done. The Senator sees it as an important part of national infrastructure.
Q: Will ongoing funding be made available for the national institutions?
A: Senator Gallagher noted Government funding for the institutions in their first budget was one of their biggest investments. She is aware that some still require further investment and they are working with the institutions on this.
Q: When will the work start on the AIS?
A: Senator Gallagher noted that Kieren Perkins appeared recently at Senate Estimates and outlined they are in the final stages of procurement, the first part of the AIS upgrade. The Senator expects quick progress once funding is secured.
Q: What is your view on funding for light rail?
A: Senator Gallagher noted the transformation along the light rail corridor and the increased investment from the private sector, and emphasised the importance of light rail in driving national and local outcomes and the opportunities it presents.
The Senator reinforced the need for the ACT government to prioritise investments the Commonwealth can support as part of the national story when seeking funding.
Q: Will the Commonwealth consider investment in the Sydney to Canberra rail link?
A: The Senator noted the progress of the High Speed Rail Authority but said this rail link is not currently a priority against all the other competing priorities.
The Chair thanked Senator Gallagher for attending and emphasised the importance of having a Finance Minister from Canberra.
“Having a Prime Minister that lives in Canberra and then talks up Canberra is also an important part of our story.”
Katherine McMahon, Director of the National Museum of Australia, on future plans and strategies
Ms McMahon is the first Director of a national cultural institution who is a born and raised Canberran. She outlined her plans, focusing on the tourism outcomes from NMA exhibitions. Ms McMahon emphasised the importance of this and her strong background in galleries and exhibitions.
The NMA has a $70 million operating budget and 275 staff members. The museum's collection includes 250,000 items, and it receives 650,000 in-person visitors annually. The museum's reach extends to 4 million nationally and globally, with over 7 million visitor engagements.
The museum has established significant partnerships with institutions like the British Museum, National Museum of China, Vatican Museums, and Dutch National Museum of Antiquities.
The museum has taken collections and exhibitions globally, including to China, Paris, Finland, and India.
Ms McMahon discussed the success of the "Song Lines" exhibition, which was shown in Paris and attracted 100,000 visitors, and the positive reception in New Delhi, where a digital version of the show drew 10,000 people. The exhibition in Hangzhou, China, attracted over 600,000 visitors, highlighting the global appetite for First Nations storytelling.
Ms McMahon emphasized the importance of these global exhibitions for brand awareness of the NGA and Canberra.
"Discovering Ancient Egypt"
The exhibition featured objects from the Dutch National Museum of Antiquities.
It was the museum's most successful exhibition in its 23-year history, attracting a record 209,000 visits, with 75,000 being non-Canberra residents. 34% of attendees had never previously visited the museum.
Word of mouth and digital channels were key in raising awareness about the exhibition which generated a direct spend of $19.4 million and a total expenditure footprint of $27.7 million.
The success of the exhibition is allowing the museum to invest in future programs and bring more great Australian content.
Ms McMahon previewed the upcoming exhibition "Pompeii Inside the Lost City," opening on show at the National Museum of Australia from 13 December 2024 to 4 May 2025.
It features captivating soundscapes, large-scale digital projections, and over 90 objects from the ancient city. It aims to recreate the animated streets, domestic life, and the eruption of Vesuvius.
Ms McMahon emphasized the importance of partnerships with major international museums in bringing the best collections to Canberra.
Ms McMahon concluded by expressing her excitement for the future and the positive outlook for the museum's programs.
Jonathan Kobus, Director Visit Canberra
Mr Kobus gave an overview of Canberra's visitor economy, emphasising the importance of unseen work outside Canberra that supports tourism.
The year ending June 2024 saw 5.5 million visitors, with a flattening domestic market due to cost-of-living pressures and competition for disposable income.
International visitation is growing slightly, and efforts are being made to expand this base further.
Expenditure for the year ending June 2024 is at $3.8 billion, with a revised 2030 target of $5 billion, reflecting the impact of inflation and the need for ambitious goals.
Strategies for achieving tourism goals
There is a need for demand-driving programs to reach the 2030 target of $5 billion in tourism expenditure.
The emphasis is on growing both domestic and international visitation, as well as filling hotel beds and encouraging longer stays.
Mr Kobus highlighted the "More than they're telling us" campaign as a key instrument to get Canberra on the radar of potential visitors. Examples of successful social media posts include one for the National Gallery of Australia and another for TreeTop Adventures.
Social media is a crucial tool, with a total audience of over 400,000 and over 7 million content engagements for 2024.
Partnerships with Tourism Australia and other organisations help increase reach and engagement. PR programs are also vital, creating itineraries and hosting journalists to generate positive content about Canberra.
Major events and their impact
Major events are crucial for attracting visitors, with significant economic contributions.
Examples include Summernats which delivers more economic value than any other event, Floriade which had 470,000 attendees and a $43 million economic contribution in 2024, the World Cup qualifier soccer match and the musical "Chicago." These events help diversify the tourism offering and attract both local and international visitors.
International promotion efforts
International promotion is led by Tourism Australia, with Visit Canberra working in alignment to maximise opportunities.
24 partnership campaigns were delivered in 2024, with 15 international campaigns featuring Canberra.
Industry Trade engagement included 2,400 appointments and 1,200 trade agent appointments.
Future plans
- A Pathway to Trade Ready program is being run in 2025 to help businesses prepare for effectively selling their products in the international market. Expressions of interest close on 16 December 2024.
- Efforts are being made to secure more international air services, with a focus on Singapore and New Zealand in 2025.
Mr Kobus concluded by acknowledging the support from all sectors of the tourism and hospitality industry during challenging times and thanking Forum Chair David Marshall for his volunteer efforts and support for the tourism industry.
Next forum is on Thursday 6 February 2025.
Speakers will include: ACT Chief Minister and Minister for Tourism, Andrew Barr and Simon Westaway, Chief Executive of the Australian Airports Association
Credits:
Created with an image by Steve - "Aerial view of Acton Peninsula in Canberra, the capital of Australia, looking over Lake Burley Griffin on a sunny late afternoon "