To help rebuild Canberra's tourism sector, 52 organisations will collaborate as a part of the Tourism Cooperative Marketing Fund (TCMF) grants program designed to drive tourism and promote Canberra's world-class attractions.
The TCMF, part of a broader Tourism Stimulus Package to support economic recovery out of COVID-19, aims to encourage industry collaboration on innovative marketing campaigns that drive expenditure, visitation and increase awareness of the Canberra region as a leisure destination.
The recovery of our tourism and hospitality sector is a key priority of this government and stimulus through TCMF will assist in rebuilding an industry that at its peak in 2019 employed 18,500 people and contributed $2.5 billion to our economy.
The ACT Government has allocated $500,000 in funding across two grants within TCMF. Successful applications will see organisations collaborating across six projects. These include:
- Your Cultural Capital: Eleven national attractions collaborating to develop a campaign to position Canberra as the cultural capital of Australia.
- 4Canberra: Privately run attractions Cockington Green Gardens, National Dinosaur Museum, National Zoo & Aquarium and GoBoats collaborating on a new brand and visitor experience.
- Accor Recovery Campaign: An ACT recovery plan driving stays at Canberra's nine Accor accommodation properties across summer and autumn.
- GetAboutAble – Canberra: A marketing campaign to build awareness of Canberra's accessible tourism products and experiences.
- High Flyer: Development of a new luxury package with a helicopter flight to three wineries, including lunch and a private tasting at Shaw Vineyard, plus dinner and accommodation at Hotel Realm.
- The Clubgoer campaign: A reciprocal Tradies club initiative designed to attract visitation to Canberra's Quality Hotel Dickson from members of 15 partner clubs across NSW with a mid-week focus and partnering with local businesses to support brewery and wine tours.
A list of recipients is available at https://tourism.act.gov.au/funding/tourism-cooperative-marketing-fund/
