Excellent strategy to explore Canberra’s ‘Cultural Icons’

Aerial view of the National Museum of Australia in Lawson Crescent, Acton Peninsula, Acton
Aerial view of the National Museum of Australia in Lawson Crescent, Acton Peninsula, Acton. Photo: Visit Canberra.


Australian Parliament House in Canberra
Australian Parliament House in Canberra. Photo: Rama Gaind.

Canberra’s $3.4 billion tourism industry is thriving, offering investment opportunities in accommodation and other tourism services. Official ACT Government figures reveal in 2023, the territory welcomed more than 5.4 million domestic and international overnight visitors. One of the contributing factors is eye-catching advertising promotions like the one that endorses Australia’s capital city with its abundance of national cultural treasures.
‘Made of Australia’ is a simple story, immediately captivating, confidently communicated and visually stunning. ‘The Cultural Icons’ campaign reinforces what we already know: Canberra is worth visiting!
Canberra is home to 13 of Australia’s most iconic cultural institutions, and for the first time in history, these organisations have collaborated to provide unique perspectives of Australia’s story.
Every once in a while, we’re taken aback and forced to reassess all that we take for granted. Everything has beauty, but not everyone sees it. We lose sight of living life and focus on survival. Such is the case with living in Canberra. We should revel in our magnificent surrounds, a fact that was brought home to me by my grandchildren last week. Together we rediscovered a new way of appreciating what’s in our own backyard.
We’ve seen ‘The Cultural Icons’ campaign as pictures tell an uplifting, enthusiastic story in the attention-grabbing promotional video to attract visitors. Personalised annotations are a brilliant strategy!
“I found part of my story in one of the most unexpected places. I found our shared culture. I found courage. I found my community. I found old friends and new ones. I found my purpose. We found each other. I found a place where we see things and wonder. It’s made of our curiosity. It’s made of my sense of belonging. It’s made of me. 13 perspectives. 1 story. Yours.”
Travel and tourism go hand-in-hand as they form a part of our economy.
Canberra is sometimes affectionately called the ‘bush capital’ for its sweeping nature reserves and surrounding mountain ranges, but this campaign proves the city is not just a maxim for the entirety of politics.

National Library of Australia, Canberra
National Library of Australia, Canberra. Photo: Rama Gaind.

Canberra icons
It’s easy to find a mix of history, art and the outdoors in the capital. According to Tourism Australia, the small-yet-mighty capital of Canberra is a city that punches far above its weight. Well-known museums and historical sites are just the beginning. Dig a little deeper to find hidden gems in and outside of the city. For art that will move you, explore some of the finest galleries and museums where one loses track of time, delve through Aboriginal artworks, see international exhibitions and join guided tours. Inside the National Library of Australia, we held in esteem the rare books, maps and images that told stories of the country’s past.
A visit to the Australian Parliament House offered a chance to learn more about its culture and political history. We saw the exhibitions and art collections and went behind-the-scenes. We explored the symbolism and craftsmanship of the building architecture, visited the parliamentary chambers … all at our own pace.
Among the other institutions featured in the campaign are the Australian War Memorial, the National Gallery of Australia, National Museum of Australia, Questacon and the Royal Australian Mint.
On the shores of Canberra’s Lake Burley Griffin, Australia’s stories come “alive” at the National Museum of Australia. Visit Canberra highlights the museum’s stunning design and the landscapes do provide an extraordinary place to explore the splendid and diverse stories of Australia and its people. Wander through the many exhibitions and get to know the real, the treasured, the surprising and the inspirational objects from Australian history.
In the heart of the Parliamentary Zone, the gardens at Old Parliament House offered a pleasant, rose-filled place to pause. Located on either side of Old Parliament House are the House of Representatives Garden and Senate Garden.
Choosing the name ‘Canberra’ — said to have been derived from a local Aboriginal word for ‘meeting place’ — was a logical choice. The city’s major attractions offer an exceptional perspective on the Australian story. Take advantage and have an immersive opportunity to understand our story, celebrate it, learn from it and reflect on it for the future.
“No matter who you are or where you come from, you’ll find a part of you right here. A story that’s made of you … made of us … and made of Australia.”
Make sure you find your special story when you scrutinise and uncover the enlightening cultural icons in Canberra!

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