VisitCanberra has commissioned market research consultants, Snapcracker Research and Strategy, to conduct a comprehensive visitor segmentation study into domestic leisure visitors to the ACT.
The outcome of this research will be a comprehensive segmentation of Canberra’s visitors, their motivations for travel and the key experiences they are looking to undertake during their short break. The research also seeks to size and value these segments in terms of their visitation potential to our destination. The information gathered will be used to inform all of VisitCanberra’s domestic marketing programs, industry partnership strategies, the development of key strategies relating to the visitor economy and visitor services.
The results are expected to have far-reaching practical implications for both the ACT Government and the tourism industry. To get involved, or kept informed about the project’s progress, please contact Peta Lemmon, VisitCanberra’s Research and Consumer Insights Manager.
Canberra has been experiencing consistently strong trends in domestic overnight visitation for the past 10 years, and particularly in the years following the city’s centenary celebrations. As a destination marketing organisation, VisitCanberra has a comprehensive understanding of the type of visitor we wish to attract to the ACT, as well as the media insight to target these audiences with relevant marketing material. Existing audience research from Roy Morgan has historically provided VisitCanberra with broad guidelines to identify potential audiences and market information to them, however we need a greater depth of understanding about who exactly visits the ACT and the myriad of reasons they visit. It is also important to understand who might be intending to visit but are yet to come (alongside those who won’t consider visiting at all), and all the reasons why.
We hope VisitCanberra’s industry partners will be able to utilise and share the insights uncovered through each phase of this study, as it progresses through to the end of 2017.