Attracting new major events and enhancing existing events to contribute to the ACT’s economy and social fabric underpin the 2025 Major Events Strategy for the ACT, released yesterday.
A strategic approach to events will ensure a clear path to maximising opportunities, delivering positive outcomes for the visitor economy and creating lasting benefits to the ACT. The Strategy recognises the importance of major events to the visitor economy and the role they play in making our city a great place to live, work and visit.
The Strategy outlines the ACT Government’s vision to have Canberra recognised as a world-class events destination and one whose events reflect the city’s essence and personality. Initiated by VisitCanberra and in line with the ACT’s Tourism 2020 Strategy the 2025 Major Events Strategy for the ACT is a blueprint for the future that:
- Outlines the plan for making Canberra an event-friendly destination;
- Defines major events by distinguishing between regular anchor events (e.g. Floriade and Enlighten) and one-off feature events (e.g. ICC Cricket World Cup and AFC Asian Cup);
- Looks at practical ways to support event organisers; and
- Identifies how events will be consistently reviewed and their success measured.
Major events funded by the ACT Government’s Special Event Fund have consistently provided a significant return on investment to the ACT economy. The Special Event Fund, which has been replaced by the new Major Event Fund, provided $5.809 million in funding for 21 completed exhibitions and events, attracting in excess of 2.956 million attendees and delivering approximately $636 million in economic return to the ACT between 2011 and 2017.