From Ngunnawal Country to Global Stages: How One Canberra Entrepreneur is Redefining the Capital's Tourism Story

Tourism in Canberra has long faced a perception problem. While the nation's capital draws nearly 3 million visitors annually, many arrive for Parliament House and the War Memorial, then depart within 48 hours. A growing cadre of entrepreneurs is determined to change that narrative—none more visibly than the founders of a new experiential tourism venture launching this quarter in the heart of Civic.

The business, anchored on Bunda Street, represents a departure from conventional Canberra tourism. Rather than static exhibitions, it offers immersive experiences centred on Ngunnawal Country, the traditional lands on which the city sits. The venture taps into growing global demand for authentic, culturally grounded travel experiences—a market segment valued at over USD$300 billion worldwide and expanding at double-digit annual rates.

"Canberra has extraordinary stories to tell," said one Canberra-based tourism strategist, noting that visitor spending in the ACT reached $3.2 billion in the 2024-25 financial year, yet remains concentrated in a narrow band of attractions. "The opportunity is extending length of stay and spend per visitor."

The Civic venture is one of several new operations reshaping the visitor economy. Accommodation providers in inner-north suburbs like Braddon and Turner are also reporting strong growth, with boutique hotel occupancy rates climbing above 75 per cent—well ahead of pre-pandemic levels. Meanwhile, the Lake Burley Griffin precinct continues to attract activity-based tourism, from kayaking operators to guided walking tours exploring the capital's architectural heritage.

Industry data suggests Canberra's tourism sector is increasingly competitive. The ACT Government's latest visitor profile indicates that experiential and cultural tourism now accounts for 34 per cent of overnight visitor motivation—a significant shift from recreation-focused categories that dominated a decade ago. This aligns with global trends toward slower, more intentional travel.

What sets the Civic venture apart is its explicit focus on First Nations knowledge systems and landscape interpretation. Early indicators from similar operations in Australia show visitors willingly pay premium rates—typically 20-30 per cent above standard guided tours—for this calibre of authentic cultural engagement. The business model also creates direct employment for Ngunnawal knowledge holders and emerging Indigenous guides.

For a city historically defined by government institutions, the diversification matters. Tourism economists point out that each additional overnight visitor generates roughly $180 in direct spending, with flow-on effects across hospitality, retail, and transport sectors. As Canberra positions itself competitively against Hobart, Adelaide, and regional hubs, cultural authenticity may prove the differentiator that extends visitors' stays and deepens their connection to the place.

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