Andrew Barr

Floriade 2008 worth $25m to ACT

Floriade 2008 proved to be an outstanding success with new record figures registered against the overall attendance, direct visitor expenditure and interstate visitation. The event also recorded solid visitor satisfaction. 

“Floriade has a long and proud history as Canberra’s premier springtime festival and has consistently delivered substantial tourism benefits for the ACT." 

“Floriade 2008 generated $25.3 million in direct expenditure to the Territory, which is an increase of $5 million or 24.6% compared to 2007.”

“The theme for 2008 was Floriade 21: Films that shaped our nation. Australia's favourite films were showcased in a dazzling display of over a million blooms. The garden beds represented 17 films in the from a range of genres including a lavish three dimensional wedding dress from Muriel’s Wedding, Australia's favourite foot-slapping penguin from Happy Feet, Babe's lovable sheep-herding pig and more.”

 “The spectacular garden beds were complemented with live entertainment, showcase gardens from local landscapers, fun children's activities, informative demonstrations, exclusive exhibitions and a great range of special events to celebrate Floriade's 21st birthday."

“The inaugural Floriade NightFest, a new event within the traditional Floriade, also proved to be a success, with three of the five special night-time openings selling out.”

“I am especially pleased to announce that the total attendance figure for Floriade, including NightFest, was 407,667 – the largest attendance on record and a 3.2% increase on 2007 (394,916). This figure includes any multiple visits by event attendees.”

“A total of 125,033 interstate and international visitors came to Canberra specifically to attend Floriade or extended their stay because of it, up 14.6% on 2007 (109,080). Within this total, interstate overnight visitors increased by 27.2%, while interstate daytrip visitors decreased by 1.5%. The average length of stay for interstate overnight visitors who came to Canberra specifically to attend Floriade 2008 was 3.1 nights – up from 2.6 nights in 2007."

Visits to the Floriade website were up 39.5% compared to 2007 with 89,337 visits during September and October 2008. Visits to Australian Capital Tourism’s consumer website totalled 167,809 during September and October 2008 (an increase of 30.4% on 2007).