Floriade is a major drawcard for ACT tourism, attracting thousands of visitors and driving millions of dollars in expenditure, according to peak national tourism body, Tourism & Transport Forum (TTF).
TTF Acting Chief Executive Trent Zimmerman said Floriade, which opens tomorrow, is a key event on the ACT events calendar.
“Government investment in events like Floriade delivers significant dividends to the ACT economy,” Mr Zimmerman said.
“In 2013, Floriade attracted 448,987 visitors and contributed more than $39.5 million in direct expenditure to the Territory’s economy.
“These figures show just how valuable this event is to the region, supporting jobs and local businesses, and encouraging people from around Australia to visit the nation’s capital.
“Events like Floriade drive visitation in different segments of the market at times of the year which may otherwise see lower demand.”
Mr Zimmerman said properly planned, promoted and managed events are a vital element of the ACT’s tourism offering.
“Having an integrated tourism and events calendar can boost overall tourism activity and facilitating private investment in complementary attractions,” Mr Zimmerman said.
“TTF’s recent report, Backing Major Events, highlights the importance of major events as drivers of visitation and shows that Australians support governments getting behind the development and staging of major events.
“Tourism creates employment and economic activity across the Australian Capital Territory, delivering $1.7 billion in Gross Territory Product in 2012-13 and supporting 16,000 jobs.
“The ACT government’s support of Floriade and other festivals is central to delivering a successful events calendar.”