Published on : Monday, February 4, 2013
The strong attendance at Floriade 2012 is an endorsement of major events as drivers of tourism, according to peak industry body, Tourism & Transport Forum (TTF).
TTF Acting Chief Executive Trent Zimmerman said the event has again delivered for the ACT.
“Attracting almost 450,000 people to Floriade is an outstanding achievement which underlines the potential for events to create activity in the visitor economy,” Mr Zimmerman said.
“123,000 visitors came from interstate and overseas for Floriade, injecting $27.6 million into the ACT economy.
“These visitors stay in hotels and serviced apartments, eat in restaurants, catch taxis, go shopping and visit other attractions, supporting jobs and local businesses.
“Floriade also adds to the cultural fabric of the nation’s capital and is a tremendous example of how major events can develop into must-see experiences.
“Since its inception in 1988, Floriade has grown into the biggest flower festival in the Southern Hemisphere and is a fixture for thousands of people who travel to Canberra each year to see the displays.
“This success has not come by accident, but has been carefully nurtured through long-term support from the ACT government and Australian Capital Tourism.
“This support is vital in the formative stages to help events develop and reach their full potential, as well as helping established events to continue to grow and expand their offering.
“Floriade Nightfest is a good example of this, adding another dimension to the festival, attracting a new audience and creating more activity in the visitor economy.”