Blockbuster exhibitions vital for ACT tourism

A new report confirms that 'blockbuster' exhibitions are a major drawcard for Canberra's tourism industry and economy.

The report, Major Blockbuster Events in the ACT, by Tourism Research Australia (TRA), shows that high profile exhibitions exhibitions including Handwritten at the National Library along with Masterpieces from Paris and Renaissance at the National Gallery of Australia have helped bolster Canberra's $1.3 billion tourism industry over the last year.

TRA interviewed about 1,300 people who attended those exhibitions and found the shows had left a lasting impression.

The study showed 65% of visitors came to Canberra especially to see those exhibitions while 88% recommended their family and friends also take a look.

About 70% of visitors were keen to return to Canberra within a year while, on average, visitors spent $314 during their trip.

The report recommends keeping up an annual program of blockbuster exhibitions.

Explaining the findings, Federal Minister for Tourism, Martin Ferguson stated "by securing blockbuster exhibitions, Canberra's world class cultural institutions are creating an enormous boost to the local tourism industry and wider economy. Masterpieces from Paris alone attracted over 470,000 attendees.

"Exhibitions such as Masterpieces from Paris, Renaissance and Handwritten are ensuring lasting benefits to tourism in Canberra with almost 80% of visitors surveyed stating that they would recommend a visit to Canberra to friends and family.

"The report suggests that concurrent scheduling of exhibitions and an annual schedule of blockbuster exhibitions would further increase the tourism impact."

ACT Minister for Tourism, Sport and Recreation Andrew Barr indicated that the ACT Government remains committed to its program of blockbuster events to the benefit of the ACT economy.

Minister Barr added "the ACT Labor Government is also committed to the Special Event Fund, which provides funding to local institutions to help in the promotion and marketing of blockbuster exhibitions

"The Government has provided $500,000 to support the National Gallery of Australia's Toulouse-Lautrec: Paris and the Moulin-Rouge exhibition, a one-off event exclusive to Canberra that will run from 14th December 2012 to 2nd April 2013."

Minister Barr also suggested that a reelected ACT Labor Government will provide $1 million a year in recurrent funding to promote events.

The report can be viewed at www.ret.gov.au/tourism/research/tra/Pages/default.aspx

​22nd July 2010 - ‘NEW LOOK’ NATIONAL GALLERY OF AUSTRALIA SET TO OPEN