Strategic documents

2020 Tourism Strategy

The 2020 Tourism Strategy  provides a framework to inform programs and activities that can realise the tourism potential of Canberra and the region. Specifically, the goal is to grow the value of the visitor economy from a current base of $1.58 billion to $2.5 billion by 2020.  The strategy will align with the intent of the national 2020 framework which aims to double overnight visitor expenditure from $70 billion in 2010 to $140 billion in 2020.

pdf 2020 Tourism Strategy

Destination Marketing Strategy 2015-2020

The pdf destination marketing strategy provides a framework that will inform and support VisitCanberra’s integrated marketing approach.

The strategy outlines important factors in the marketing and tourism environments. It outlines VisitCanberra’s marketing approach and details our target audiences, our markets, mix of programs and activities and how we will measure success.

Adobe Acrobat Document Destination Marketing Strategy 2015-2020

VisitCanberra One Good Outcome After Another January – June 2016

There has been much going on behind the scenes and the following is a snapshot of some of our key achievements from January to June 2016.

Download the pdf VisitCanberra One Good Thing After Another document

Brand Book

VisitCanberra is committed to developing Canberra as a destination of choice. We do this by building and communicating the Canberra brand in a consistent and cohesive way.

This brand book identifies the key elements of our brand, why it matters and the role you play.

pdf VisitCanberra Brand Book

Social Media Playbook

VisitCanberra has created a playbook for industry that includes information about social media and the best way to use these channels to effectively engage your audiences.

The Playbook draws on key learnings from the Human brochure campaign and results from surveys undertaken after the Human Brochure. The result is a book of tips, hints and examples on how you can best use social media and create and distribute content through these channels.

Adobe Acrobat Document Social Media Playbook