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After a challenging year for the tourism industry due to the COVID-19 pandemic, Canberra’s visitor economy has bounced back strongly in 2022, with visitor expenditure reaching a record high of $3.03 billion for the year ending December 2022. This represents a 144 percent increase from the previous year and is the highest-ever visitor expenditure in twelve months in the Australian Capital Territory (ACT).

The ACT welcomed 5.33 million domestic and international visitors in 2022, up 71 percent from the previous year. While total visitor numbers have recovered to 87 percent of pre-COVID levels, expenditure has surpassed pre-COVID levels, at 107 percent compared to the year ending December 2019. These impressive results demonstrate the strength and growing appreciation for Canberra’s quality tourism offering.

View from Mt Ainslie to Parliament House with hot air balloon

View from Mt Ainslie to Parliament House with a hot air balloon

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 Australian Tourism Awards. More people than ever before are now adding Canberra to their short break list, drawn by the city’s unique charm and attractions.

In 2022, the ACT recorded 3.03 million domestic overnight visitors, a growth of 75 percent, 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.

In conclusion, Canberra’s visitor economy bounced back strongly in 2022, with record high visitor expenditure and strong growth in domestic and international visitor numbers. With its unique attractions, growing appreciation, and effective marketing campaigns, the city is well-positioned to continue its success in the tourism industry for years.