Canberra’s visitor economy rebounds to reach record highs in 2022

Rebounding after the COVID-19 pandemic, Canberra’s visitor economy bounced back strongly last year, with visitor expenditure reaching a record high of $3.03 billion for the year ending December 2022 - a 144% increase from the previous year and the highest-ever visitor expenditure in 12 months in the ACT.

In total, he ACT welcomed 5.33 million domestic and international visitors in 2022, up 71% from the previous year.

While total visitor numbers have recovered to 87% of pre-COVID levels, expenditure surpassed it, at 107% compared to the year ending December 2019. These impressive results demonstrate the strength and growing appreciation for Canberra’s quality tourism offering.

Canberra is known for its unique attractions and experiences, including the National Zoo and Aquarium and Jamala Wildlife Lodge, which recently won major awards at the Qantas Australian Tourism Awards.

In 2022, the ACT recorded 3.03 million domestic overnight visitors, a growth of 75%, the highest in all states and territories. New South Wales remains the primary source of domestic visitors to the ACT, accounting for two-thirds of overnight visitors and three-quarters of day trip visitors.

Canberra is also attracting more visitors from other states and territories, with the most significant increase in overnight visits coming from southeast Queensland (Gold Coast and Brisbane). This can be attributed to Jetstar launching routes between Canberra and Brisbane in December 2021 and the Gold Coast in September 2022.

VisitCanberra, the tourism agency responsible for promoting the city, has launched a new marketing campaign to highlight the lesser-known gems of Canberra while still showcasing the charm and warmth of the people shaping the city. The campaign has rolled out across Australia and will launch into India soon, supported by assertive earned media outreach domestically and in the Indian and UK markets.

These substantial visitor numbers are a positive sign for the ACT’s tourism industry. It is now on track to exceed its target of $3.1 billion in visitor expenditure by the year ending 2025, an interim goal in the T2030: ACT Tourism Strategy 2023-2030 released late last year.

Image: Giraffe encounter at Canberra's Jamala Wildlife Lodge.