Simonne’s big plans for the small city of Canberra

A report in Canberra’s City News says that former Canadian Tourism Commission head, Simonne Shepherd who recently became head of Australian Capital Tourism, has big plans for what the newspaper describers as “our small city”

The report also says that Simonne’s aim is to put Canberra on the map, Simonne adding, “That is every tourism director’s dream – to have their destination on a global map”.

“People know about Canberra.”  “What they don’t know is the depth of what Canberra has to offer as a destination”.  “We will use the website to project Canberra to the global market.”  “This brand of advertising has tested very well.”

Ms Shepherd said she was excited about her new position because Canberra was a city with country living that offered a genuine experience, saying, “I saw it as an exciting challenge to come here… I think with Canberra you get all the plusses of a city with the benefits of that community spirit that comes from a small region”.

“When people come to Canberra they want an authentic experience, so they go to the markets to meet real people.”

“It’s a great opportunity to promote the combination of all the attractions which make Canberra the destination it is.”

Tourism Minister Andrew Barr said Canberra Tourism needed a new set of eyes if it was to be taken in the right direction, adding, “The quality of her application and all of the outstanding skills she brings to Australian Capital Tourism, it was fairly clear over a cup of coffee in Campbell that she was the one.”

“If we are going to take tourism to the next level then we are going to need a fresh look at things.”

Ms Shepherd has arrived in Canberra armed with a wealth of knowledge to sell the capital to the world, with experience from five-star international hotels, the wine industry, Victorian tourism, the Fiji Visitor’s Bureau and the Canadian Tourism Commission, Canberra was one destination Ms Shepherd knew was worthwhile visiting.

“I don’t think I would be sitting here if didn’t have that experience and background,” she said.

“The staff have been fantastic, very welcoming and supportive. I am very lucky to have such an experienced team.”

One of the first tasks for Ms Shepherd will be to promote the new phase of “See Yourself” campaign that was recently launched by the ACT Government.

“I will look at the plans set in place and aim to further them,” she said

“So far there have been some really strong strategies put in place, including a successful Floriade.

“There have been some changes to the tourism structure, and I am glad to have walked into something that has had a lot of thought put into it.”

In addition to the website, Ms Shepherd will be looking at further development of stage two of the new tourism campaign, looking at marketing the capital for both the domestic and international markets.

“South East Asia is a huge tourism market for Australia and we are looking at repeat business – come to the country then come to the region,” she said.

“Nationally we will be looking at Brisbane, NSW and Adelaide and internationally we will be looking at Singapore and Malaysia.”

“In terms of vision, there is so much opportunity to take what is here and to move forward.”

Report by The Mole