VisitCanberra
VisitCanberra is the official tourism marketing body for the Australian Capital Territory (ACT), Australia, operating under the ACT Government to promote Canberra domestically and internationally through digital campaigns, trade events, airline partnerships, and government funding programs supporting ACT tourism operators and event organisers.
- Company typePrivate
- Founded1989
- HeadquartersCanberra, Australia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What VisitCanberra does
VisitCanberra is the official tourism marketing organization for the Australian Capital Territory (ACT), operated as a state government entity under the ACT Government. Its core function is destination marketing — promoting Canberra domestically across NSW, Victoria, and Queensland, and internationally across India, China, Singapore, the USA, the UK, and New Zealand. The organization administers the Tourism Product Development Fund and the Major Event Fund, which deploy government appropriations back into the ACT tourism ecosystem through co-investment with operators and event organisers.
Its operating platform comprises four core components: (1) the VisitCanberra consumer website (visitcanberra.com.au) and corporate site (tourism.act.gov.au), receiving approximately 1.5 million visitors annually; (2) the Australian Tourism Data Warehouse (ATDW), a national listing platform that distributes ACT and NSW operator listings free of charge across multiple travel websites; (3) the Trade Hub (trade.visitcanberra.com.au), a B2B portal for travel trade professionals; and (4) the Content Library, which serves over 2,000 registered industry users with more than 500 asset orders per period. Underlying technology is conventional: Google Analytics for web measurement and WeChat for Chinese market engagement, with no proprietary AI/ML systems disclosed.
Revenue is derived entirely from government appropriations rather than commercial pricing; VisitCanberra does not publicly disclose a budget figure, and ATDW listings are free for ACT/NSW operators. Its go-to-market combines always-on digital advertising, paid media in domestic and international markets, airline co-marketing partnerships (Singapore Airlines, Qatar Airways, Link Airways, Fly Pelican, Alliance Airlines, Jetstar, Virgin Australia), OTA distribution (Expedia/Wotif, MakeMyTrip, Thomas Cook, SOTC, Ctrip), trade events (Australian Tourism Exchange, ATEC Meeting Place, Corroboree Asia), and familiarisation programs for international buyers and travel agents.
VisitCanberra firmographics
Firmographics- Name
- VisitCanberra
- Legal name
- VisitCanberra (ACT Government Tourism Body)
- Website
- https://tourism.act.gov.au
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- VisitCanberra is the official tourism marketing body for the Australian Capital Territory (ACT), Australia, operating under the ACT Government to promote Canberra domestically and internationally through digital campaigns, trade events, airline partnerships, and government funding programs supporting ACT tourism operators and event organisers.
- Ownership category
- akta.pro rank
VisitCanberra industry classification
Industry- Product category
- Destination Marketing & Tourism Promotion Services
- NAICS
- Convention and Visitors Bureaus (561591), Travel Agencies (56151)
- SIC
- Services-Advertising (7310), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Destination & Local Services Marketplaces (Transfers, Guides, City Passes) (THALAFAK)
- akta.pro secondary industries
- Tours, Activities & Experiences Booking Marketplaces (THALAFAF), Cultural, Heritage & Arts Travel Agencies (THAKAFAK)
Keywords
Where VisitCanberra is headquartered
LocationHeadquarters
- HQ city
- Canberra
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
VisitCanberra business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Marketing or Sales, Personnel, Operations, Technology or R&D, Others
Revenue model
- Government Funding and Grants Administration: VisitCanberra is an ACT Government entity that administers funding programs including the Tourism Product Development Fund and Major Event Fund to grow the visitor economy. Revenue is derived from government appropriations and reinvested into the Canberra tourism ecosystem.
Go-to-market motion2 records
Distribution channels9 records
Marketing channels11 records
VisitCanberra product offering
Product offeringCore offering
VisitCanberra is the official tourism marketing body of the ACT Government, promoting Canberra as a domestic and international tourism destination through integrated marketing campaigns, travel trade development (B2B appointments, famil programs, agent training), and industry support programs. It administers the Tourism Product Development Fund and Major Event Fund, operates the free Australian Tourism Data Warehouse (ATDW) listing platform reaching ~1.5 million annual website visitors, and runs a B2B Trade Hub plus a Content Library with 2,000+ marketing assets for industry use.
Product overview
VisitCanberra is the destination marketing organization for the Australian Capital Territory (ACT), operating as a single unified marketing platform rather than a modular software product. The core offering centers on the VisitCanberra Destination Marketing Platform, supported by complementary programs including the Tourism Product Development Fund and Major Event Fund (funding instruments), the Australian Tourism Data Warehouse Platform (operator listing distribution), the Trade Hub (B2B trade portal), and the Content Library (marketing asset repository). These components work together to promote Canberra as a tourism destination, support industry operators, and drive visitation to the region.
Differentiator
Problem solved
Functional benefit
Products and services
- VisitCanberra Destination Marketing Platform Integrated destination marketing platform for Canberra and the ACT region that promotes the area as a tourism destination through campaigns, content marketing, and industry partnerships across domestic and international markets.
- Tourism Product Development Fund ACT Government funding program administered by VisitCanberra that supports tourism product development through co-investment with operators, formerly known as the COVID Safe Tourism Co-Investment Program.
- Major Event Fund ACT Government funding program administered by VisitCanberra that supports major events by investing in opportunities that drive economic impact, fill gaps in the events calendar, and enhance the Canberra brand.
- Australian Tourism Data Warehouse (ATDW) Platform National listing platform for tourism operators to register their products free of charge for distribution across VisitCanberra's website and other travel platforms, providing exposure to approximately 1.5 million visitors annually.
- Trade Hub Dedicated B2B portal (trade.visitcanberra.com.au) for travel trade professionals to access information about Canberra tourism products, book famil programs, and access training and partnership opportunities.
- Content Library Resource library providing over 2,000 marketing assets including imagery and messaging for industry partners to use in promoting Canberra, with more than 500 items ordered regularly and seasonal toolkits such as the Winter Marketing Toolkit.
Quantifiable outcome
- 4.6 million visitors to ACT for year ending March 2026; 12.2 million visitor nights; $3.3 billion total expenditure
- +4 more outcomes
Companies that use VisitCanberra
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
VisitCanberra technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
VisitCanberra partnerships and signals
Strategic signalPartnerships
28 partnerships are on record, tiered core and minor.
- Canberra AirportcoreCanberra Airport partnered with VisitCanberra as part of the largest-ever ACT delegation at the Australian Tourism Exchange 2026, showcasing the city's international tourism offering alongside the tourism body and ACT tourism operators.
- Qatar Airways (Daily Flights)coreQatar Airways returned to Canberra with daily flights from 2 December 2025, operating via Melbourne to Hamad International Airport in Doha and connecting Canberra to over 170 destinations across the UK, Europe and beyond.
- Tourism Australia (India Influencer Campaign)coreVisitCanberra partnered with Tourism Australia to deliver a high-impact social media moment for Indian consumers, hosting three celebrity influencers from India to spotlight Canberra's vibrant charm on Instagram.
- Stromlo Forest Park (Sea Otter Australia)minorVisitCanberra partnered with Stromlo Forest Park to showcase Canberra's world-class mountain biking experiences at the inaugural Sea Otter Australia Festival, Australia's largest MTB event, positioning Canberra on the map for thousands of cycling enthusiasts.
- Link Airways (New Route)minorVisitCanberra announced a new marketing partnership with Link Airways following commencement of direct flights between Coffs Harbour and Canberra from 18 September 2025, promoting visitation to the Territory.
- Fly Pelican (New Route)minorVisitCanberra announced new marketing partnerships with Fly Pelican to promote visitation to the Territory following route commencement in 2025.
- MakeMyTripcoreMakeMyTrip, India's leading online travel agency, partnered with VisitCanberra as a key distribution partner for its brand campaign in India, targeting Mumbai, Delhi and Bangalore to drive itinerary development and bookings for Canberra.
- Thomas Cook (India)coreThomas Cook joined VisitCanberra's India brand campaign as a key distribution partner to promote Canberra to Indian travellers looking to visit Australia, supporting itinerary development and bookings.
- SOTC (India)coreSOTC, a leading Indian travel company, partnered with VisitCanberra as a distribution partner for its India brand campaign to drive Canberra bookings from key Indian cities.
- Singapore AirlinescoreSingapore Airlines partnered with VisitCanberra as part of the India brand campaign, providing flight connectivity to Canberra and co-marketing activities to promote Canberra within Indian outbound travel itineraries.
- JetstarminorVisitCanberra partnered with Jetstar on campaign activity in Brisbane showcasing winter experiences and events in Canberra to support the inaugural Brisbane service and drive demand.
- BroadsheetminorVisitCanberra partnered with Broadsheet to position Canberra as the cultural capital of Australia and a must-visit for short breaks, leveraging Broadsheet's authority and influence in the cultural space through content creation.
- Expedia Group (including Wotif)coreVisitCanberra and Expedia Group partnered across 6 months with multiple activity bursts to encourage travel to the ACT from key domestic markets. Activity leveraged the 'more than' destination marketing platform. First burst featured on Wotif including email marketing, digital and social advertising, a dedicated landing page, and a funded accommodation discount coupon.
- Alliance AirlinescoreVisitCanberra partnered with Alliance Airlines on a campaign promoting the new direct service from the Sunshine Coast to Canberra, encouraging travellers to experience a short break in the capital. Campaign ran across social media, digital channels and radio.
- Link AirwayscoreVisitCanberra partnered with Link Airways on a campaign running across social media and radio targeting Hobart residents to encourage travel on the new direct service between Hobart and Canberra.
- Fly PelicancoreVisitCanberra partnered with Fly Pelican on two campaigns in NSW: working with Ballina Airport to promote direct flights across digital, print and radio; and in Port Macquarie running across social channels to encourage travel to Canberra.
- Vogue IndiacoreTourism Australia and VisitCanberra collaborated on a content partnership with Vogue India featuring Bollywood actress Anushka Sharma on the cover (March 2019 issue). The partnership included print, digital and social coverage, reaching Sharma's 26M Instagram, 19M Twitter, and 10M Facebook followers, with additional content featured on Tourism Australia's channels and the Vogue India content hub.
- Viator (by TripAdvisor)minorViator, the tours and activities booking platform owned by TripAdvisor, was engaged as part of the TripAdvisor partnership to make Canberra experiences and attractions bookable on the platform during the domestic marketing campaign.
- TripAdvisorcoreVisitCanberra partnered with TripAdvisor on a major domestic marketing campaign to raise awareness of Canberra and encourage winter visitation. The campaign targeted Sydney, Melbourne, Brisbane and regional NSW, featuring refreshed destination pages, updated listings, galleries, and digital advertising.
- Qatar AirwayscoreQatar Airways commenced daily service to Canberra on 12 February 2018 (via Sydney), connecting the capital to 150+ destinations worldwide. The 358-seater Boeing 777-300 aircraft serves as Qatar Airways' fifth Australian destination. Qsuite Business Class was introduced from July 2018.
- Ctrip (China)coreVisitCanberra launched a three-month marketing campaign with Ctrip, China's largest Online Travel Agency serving more than 250 million members, to promote Canberra as a leisure destination to Chinese travellers.
- Time Out AustraliaminorVisitCanberra entered into a partnership with Time Out Australia to produce inspiring content increasing awareness of Canberra as a leisure destination and driving visitation, running through October 2017.
- Virgin AustraliaminorVirgin Australia and VisitCanberra partnered for a winter weekend campaign in May, with Virgin offering sale fares on Canberra flights and holidays from Melbourne, Brisbane, Adelaide and Sydney, supported by VisitCanberra co-marketing.
- TigerairminorVisitCanberra partnered with Tigerair (now Virgin Australia) on multiple campaigns including a 'Go Like a Local' campaign and promotional campaigns from Brisbane following the commencement of the Brisbane-Canberra route in September 2017, delivering impressive passenger growth results.
- Helloworld TravelcoreVisitCanberra partnered with Helloworld to increase the number of Canberra tourism businesses contracted in the New Zealand market. A targeted consumer campaign featured premium accommodation and experience packages supported by Singapore Airlines fares on the Wellington-Canberra route.
- Singapore Airlines (New Zealand route)coreAs part of the VisitCanberra-Helloworld partnership, Singapore Airlines provided sharp agent-only fares on the direct Wellington to Canberra route to encourage Wellington travel trade self-famils around the Canberra region.
- Singapore AirlinescoreSingapore Airlines commenced direct international flights to Canberra in September 2016 on the Capital Express route (Singapore-Canberra-Wellington). Daily service began May 2018, upgrading to Boeing 777-300ER aircraft with first, business, premium economy and economy classes, connecting Canberra to 130+ global destinations.
- Tourism AustraliacoreVisitCanberra operates as the ACT's designated tourism body under the national tourism framework, collaborating with Tourism Australia on global campaigns (Aussie Specialist Program, corroboree events, Tourism Exchange, global youth campaigns), market insights, and co-funded international marketing initiatives.
Scale indicators10 records
Recent moves6 records
Expansion highlights7 records
VisitCanberra competitors and assessment
Company assessmentDirect peers
- Tourism Tasmania: State-level DMO for Tasmania. Similar scale (smaller state jurisdiction), comparable function (consumer site, trade events, content library, airline co-marketing) and similar mission to shift perception and drive multi-night stays.
- Tourism and Events Queensland: State-level DMO for Queensland. Directly competes with VisitCanberra for the same Southeast Queensland and Brisbane domestic source market, and runs analogous consumer marketing, content, trade, and airline partnership programs.
- Destination NSW: State-level DMO for New South Wales. Operates the ATDW jointly with VisitCanberra for border operators and runs parallel consumer marketing, trade development, and event-fund programs targeting overlapping domestic and international source markets.
- Tourism Australia: Australia's national Destination Marketing Organization. VisitCanberra explicitly collaborates with Tourism Australia on global campaigns (Aussie Specialist Program, ATE, Corroboree) and operates under the national tourism framework, making it the most directly comparable peer in mandate and function.
- Visit Victoria: State-level DMO for Victoria. Comparable in mandate (domestic + international marketing, trade events, content libraries, airline partnerships) and competes with VisitCanberra for the same interstate Melbourne visitor and shared inbound international segments.
Broad incumbents
- Destination Canada: Canada's national DMO. Comparable mandate (international marketing, trade engagement, content platforms) with established expertise in shifting perception of a destination that competes with Canberra as a multi-night vs day-trip city.
- VisitBritain: UK national tourism agency. Comparable function as a national DMO running multi-channel campaigns, trade programs, and content platforms targeting international source markets. Operates at meaningfully larger scale than a single Australian state DMO.
- Tourism New Zealand: National DMO for New Zealand. Operates at larger scale with broader budget, global campaigns, and 100% Pure brand platform, but executes the same playbook (consumer site, trade, airline, content library, 100% Pure campaigns) as VisitCanberra within the trans-Tasman market.
- Brand USA: USA's national DMO. Comparable as a destination marketing organization with global campaigns, trade engagement, and content partnerships; serves as a benchmark for government-backed DMO operating model and scale.
Regional players
- Singapore Tourism Board: National DMO for Singapore. Operates a destination marketing platform targeting international visitors with similar distribution, content, and event-funding instruments; functionally comparable but geographically distinct from VisitCanberra's Australia-focused mandate.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
VisitCanberra social profiles
Digital presenceVisitCanberra financial estimates
Financial estimateRevenue estimate
Valuation estimate
VisitCanberra leadership team
Management profileNumber of profiles
Profiles3 records
VisitCanberra funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
VisitCanberra M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about VisitCanberra
What does VisitCanberra do?
VisitCanberra is the official tourism marketing body of the ACT Government, promoting Canberra as a domestic and international tourism destination through integrated marketing campaigns, travel trade development (B2B appointments, famil programs, agent training), and industry support programs. It administers the Tourism Product Development Fund and Major Event Fund, operates the free Australian Tourism Data Warehouse (ATDW) listing platform reaching ~1.5 million annual website visitors, and runs a B2B Trade Hub plus a Content Library with 2,000+ marketing assets for industry use.
Is VisitCanberra a public or private company?
VisitCanberra is a private company. It is classified as state government owned and is currently operating.
When was VisitCanberra founded?
VisitCanberra was founded in 1989. It employs 11 to 50 people.
Where is VisitCanberra based?
VisitCanberra is headquartered in Canberra, Australia, in the Oceania region.
How does VisitCanberra make money?
One revenue line is on record: government Funding and Grants Administration.
Who are VisitCanberra's main competitors?
Direct peers on record are Tourism Tasmania, Tourism and Events Queensland, Destination NSW, Tourism Australia and Visit Victoria. Broad incumbents are Destination Canada, VisitBritain, Tourism New Zealand and Brand USA. Singapore Tourism Board is listed as a regional player.
Does VisitCanberra have an API?
No public API is recorded for VisitCanberra.
What industry is VisitCanberra in?
VisitCanberra's product category is Destination Marketing & Tourism Promotion Services. Its primary akta.pro industry code is THALAFAK, Destination & Local Services Marketplaces (Transfers, Guides, City Passes), with a secondary code of THALAFAF, Tours, Activities & Experiences Booking Marketplaces. Its NAICS code is 561591 and its SIC code is 7310.