The Cultural Tourism Accelerator Program offers $5 million as part of the Regional Arts Fund (RAF) to develop and promote arts and cultural events for tourists across regional Australia. The program is set to increase visitation in regional, rural and remote communities across Australia by providing financial support for arts and cultural activity.
The Cultural Tourism Accelerator Program aims to:
- Support place-based programs to increase visitation
- Build consumer confidence and activate engagement
- Drive engagement across communities and between regions
- Support sector-led responses.
There are four types of grants available. Two focus specifically on marketing, and two on developing new initiatives.
Flash Marketing Campaign $2,500
A competitive quick response grant for upcoming projects to extend digital or grassroots marketing into a new visitor market.
Open: 16.11.21 @9am
Close: 13.12.21 @midnight
Projects must begin after 20.12.21
Targeted Marketing Campaign $10,000
A strategic and targeted marketing campaign to achieve a particular visitation outcome. The campaign will accompany an existing project, event, festival, venue or annual program.
Open: 10.1.22 @9am
Close: 10.2.22 @ midnight
Projects must begin after 1.4.22
Experience Initiative $10,000
An initiative that adds an offer or experience to an existing program, to increase visitation or extend the visitor experience of ‘place’.
Open: 10.1.22 @9am
Close: 10.2.22 @ midnight
Projects must begin after 1.4.22
Partnership Initiative $15,000
An initiative that develops a partnership with hospitality, accommodation, retail or events businesses to increase visitation and develop cross markets.
Open: 10.1.22 @9am
Close: 10.2.22 @ midnight
Projects must begin after 1.4.22
Is this the same as the RAF?
No. It is delivered through the RAF structures, but this is a new and unique program, aimed at increasing visitation to existing arts and cultural venue, events and program.
This is not a fund for new projects.
What is “visitation” in this context?
Physical attendance by someone whose postcode is different from that of the project location they are visiting.
Does it include digital attendance?
No, it only includes physical attendance at a venue, event or program location.
Can individuals apply?
Individuals are eligible to apply, but we suggest a stronger application would be made by partnering with an organisation or a business.
Who can apply?
Individuals, Australian Incorporated Associations and Local Government organisations that are located in MM2-MM7.
What is MM2 – MM7?
MM stands for Monash Model, It is an Australian Government regional classification system that is used by the Regional Arts Fund to determine eligibility.
To find out if your location is eligible:
- Go to https://www.health.gov.au/resources/apps-and-tools/health-workforce-locator/health-workforce-locator
- Click on Modified Monash Model 2019
- Enter your address in the “find address” button
- Click ‘search location’ and your MM classification will be shown
Can small business/ private business apply?
No, but we encourage businesses to partner with individual artists or arts organisations who can apply. Small business and private business project partners are greatly encouraged.
Can I apply for all four?
No, you can apply (and be successful) for one Campaign and one Initiative, but not to cover the same costs – the projects must be different.
Do I have to have an existing project/venue/event?
Yes, this is an accelerator program, designed to value-add to existing venues, projects, events, festivals. The application form will ask for details of your existing program/ venue/ event.
How long have I got to spend the funds?
All funds must be spent and acquittal complete by 31 October 2022. Your existing project/ event or venue might be continuing on after this date, but the Campaign or Initiative MUST be complete by 31 October 2022.
Does my Campaign have to have an arts and cultural outcome?
Yes, this is a cultural tourism program. Your outcome must be linked to a creative, cultural or artistic program, venue or event.
Can I apply for a project that has no confirmed funding?
No. This program is for existing projects, events, venues and programs. You must have at least some confirmed funding or resources and already be planning to deliver something.
Can I apply for marketing costs through other funding sources?
Yes, this program aims very specifically to increase visitation through a campaign or initiative. Other general marketing costs can be covered by other funding sources. Your application may be cross-checked with other Australian Government programs such as Festivals Australia, Playing Australia, Indigenous Languages and Arts, RISE and Australia Council funding programs.