Canberra, Australia’s capital, aspires to become a serious contender for international incentive groups
Canberra, a city often overshadowed by its more popular counterparts, is working hard to expand its inbound corporate incentive market.
“We’re already well known in the domestic and association market, so international incentives are our next step to growing our business events sector. We have the products that will appeal to the incentive market, which would work well for groups of around 50 to 100,” Michael Matthews, CEO of Canberra Convention Bureau (CCB) told TTGmice.
For corporate incentives, Canberra’s primary target markets are South-east Asia – in particular Indonesia, Malaysia, and Singapore – as well as India.
“I think South-east Asia knows Australia really well, and they’re looking for that next destination,” he said.
For India, as the Australian Capital Territory already receives many VFRs (visiting friends and relatives) due to immigration, there is potential to drum up interest for incentive groups.
“Groups from India are quite happy to do two or three cities. They want to get as much of Australia as they can because they are travelling from much further and want to make the most out of their trip,” Matthews opined.
Industry stakeholders in Canberra are backing CCB’s push to attract more international incentive groups.
One of the newest operators to get onboard is Corin Forest. While the facility has been hosting large groups for years, they have primarily been educational tours.
Ashleigh Harrow, group marketing manager, Corin Forest Mountain Resort, told TTGmice: “Corin Forest has not marketed outside of Australia in the past, but we are now actively moving in that direction. Our first steps are focused on building relationships with inbound operators by attending industry events, hosting famils, and working closely with VisitCanberra. The shift to focusing on MICE groups has been very recent.”
Meanwhile, one of the latest additions to Canberra’s outdoor adventure offerings, Treetops Adventure Canberra (which opened in April 2024) has partnered with VisitCanberra and the CCB on campaigns to help promote the park and its teambuilding possibilities.
Rebecca Williams, marketing manager at Treetops Adventure, shared: “As a brand new business, we haven’t yet done marketing outside of Australia, but such partnerships have allowed us to reach event planners locally and regionally.
“We are planning to boost our international presence by partnering with more international travel agencies, and participate in more trade shows.”
Love Boats Canberra is another new tourism business that started in January 2024.
The company offers several boats that can be chartered for private events, with a yet-to-be-named, newly-renovated boat that can hold up to 70 seated, or 105 standing; and MV Reliance, a smaller craft that can hold up to 27 passengers. The charter fee for the larger boat starts from A$3,300 (US$2,148) for three hours, while MV Reliance starts from A$2,010 for three hours.
Alternatively, Chatain shared that smaller groups can also hire pedal boats, or electric boats, to simply enjoy a day out on the water.
“We were included in CCB’s Meeting Planner’s Guide – launched at AIME 2024 for the APAC MICE market – and we participate in any inbound international famils when asked by the CCB,” shared Charles Chatain, the owner of Love Boats Canberra.
“As we only started the business in January, we are still developing our marketing strategies as we learn more about the people we host. For example, we noticed that the lake experience is popular with Asian tourists generally.”
Kristy Ryan, general manager of Midnight Hotel, Autograph Collection, also actively supports CCB in hosting fam trips. “Though international MICE isn’t yet a huge part of our business in Canberra, we want to drive and explore this opportunity.”
However, Canberra’s business events potential is hindered by both limited air connectivity and a lower global profile compared to its more famous counterparts like Sydney and Melbourne.
Harrow indicated that currently, there was a “lack of direct flights to Canberra”, and potential visitors may have the “tendency to overlook Canberra in favour of more iconic Australian destinations”.
“I believe that by making Canberra more accessible by air, and putting more effort into promoting (the destination and all) it has to offer will have a significant impact on groups choosing to travel here,” she explained.
Williams agreed with Harrow on the “limited number of direct flights from key markets”, as well as having to compete with “other Australian regions who have well known outdoor adventure experiences (i.e. Great Barrier Reef)”.
“There is a need to effectively communicate and showcase what sets our outdoor attractions apart.
“Moreover, depending on where they are located, groups may also face long travel times and high expenses associated with flights, which could deter companies from choosing Canberra as their destination,” stressed Williams.
Matthews is well aware of such concerns, and stressed that the CCB and state government are “working hard” and in talks with Singapore Airlines – among other airlines – to restart flights to Canberra. The airline scrapped its Singapore-Canberra-Wellington leg in 2018.
He added that the city is only a short one-hour hop from Sydney, or a 1.5-hour flight from Melbourne, or “three hours by road from Sydney with many things to do along the way”.
“Canberra is a two- or three-day proposition in addition to Sydney or Melbourne. It’s for those who want to see more of Australia. That is why famil activity is important, because the other challenge is getting the word out there that Canberra has activities suitable for incentive groups,” Matthews pointed out.
With CCB’s varied efforts, stakeholders are confident that their efforts will
bear fruit.
“Canberra is often dismissed as a boring place to visit, but there’s so much variety in such close proximity. In a single day, groups can learn about our country’s history and culture, explore the natural beauty of the Australian bush, challenge themselves with thrilling outdoor adventures, discover unique local art, and indulge in incredible dining experiences.
“This city is constantly evolving, and with something new to discover every day, this is Canberra’s time to shine,” Harrow opined.
