A key mission under the T2030 Strategy is to develop our city as a global destination and grow demand from key markets. In order to do this, VisitCanberra’s international activities include a range of consumer campaigns, partnership marketing campaigns, trade engagement activities, content partnerships, proactive public relations and media hosting. This year, we delivered partnership marketing campaigns with Fiji Airways and Singapore Airlines, campaigns with 14 key distribution partners promoting packaged itineraries to their clients, trade engagement activities to a collective audience of more than 2,400 travel trade representatives, and have hosted 9 trade famils to showcase trade-ready tourism product to these agents. To support this activity, VisitCanberra has also hosted 22 international media visits, featured in a content partnership with Conde Nast and returned to India with our international brand campaign, Canberra. A different kind of capital.
Continuing to drive awareness and consideration of Canberra from key markets will remain a focus for 2025. To leverage our plans and for more information on VisitCanberra’s FY24 international marketing, distribution and trade engagement plans, see our calendar of activities.