about ncaa

National Capital Attractions Association (NCAA) is a peak industry body for tourism in the Canberra Region.

Who we are

The National Capital Attractions Association (NCAA) is a not-for-profit organisation that was established in 1990 to represent tourist attractions and businesses within the Canberra Region.

The NCAA includes among its membership government-funded national attractions, private sector attractions, tourism services, events, natural attractions, accommodation, and tourism retail businesses.

NCAA’s mission is to promote the Canberra tourism industry, to work collaboratively as a peak body for the industry and provide a forum for marketing, information sharing, discussing topics and networking. As a voice for tourism the NCAA is active in advocating on behalf of members on the issues and opportunities facing the industry. 

The NCAA’s Canberra Region Tourism Industry Council sit on the Australian Tourism Industry Council Board (ATIC), and manage and run the Quality Tourism Framework which includes Canberra Region Tourism Awards program and events, Accreditation and Star Ratings. These programs are run nationally in every state/territory.

To bring the NCAA into line with other industry bodies across the borders within Australian Tourism Industry Council (ATIC), Quality Tourism Framework (QTF), we have registered the business name Canberra Region Tourism Industry Council (CRTIC). It should be noted that NCAA will still be trading as NCAA however the CRTIC will oversee the programs.

Our mission

To promote the Canberra tourism industry, to work collaboratively as a peak body for the industry and provide a forum for marketing, information sharing, discussing issues and networking.

Our Programs

NCAA offer a range of industry programs to support business development and facilitate the sustainable growth of tourism businesses across the Canberra Region.

Our Members

We are proud of our NCAA Members and the work they do to provide great experiences for visitors to the Canberra Region. Find out who is a part of our NCAA family.

Our Executive Team

The NCAA executive board represents a range of sectors across Canberra Region’s tourism industry. With diverse backgrounds, our board members are equipped to provide expert guidance to NCAA and the tourism industry.

Naomi Dale

President

Naomi is an Associate Professor of Management and Program Director for the Bachelor of Business and the Bachelor of Event and Tourism Management at the University of Canberra. Naomi has been teaching and researching in the Tourism Discipline at UC since 2006. She was the recipient of an Australian Post Graduate Award scholarship and her Ph.D. investigated destination choice by school excursion groups in Australia. She is President of the National Capital Attractions Association, coordinator of the Visitor Research Forum and a board member of the Australian Tourism Industry Council (ATIC). Naomi’s research is concerned with Learning and Engagement in Tourism. This incorporates research in the specific areas of educational tourism, policy impacts of curriculum, and visitor research at cultural institutions and national capital attractions. It also captures emerging research interests in the application of social media, and strategies for engagement through e-platforms (in teaching, tourism, and events). Other key areas are around consumer behaviour and marketing.

Mark Sarah

Vice-President

Mark has held this position for many years and enjoys the interaction with his industry colleagues in both the attractions and hospitality sectors, as well as engaging with the ACT Government through Visit Canberra on projects for NCAA members.

Mark is an active member of the Executive committee and works alongside our hard-working President, Dr Naomi Dale to deliver great outcomes for members and industry.

He also represents the NCAA as a board member on the Canberra Region Tourism Leaders Forum.

With over 40 years’ experience in tourism, working in his family’s  privately owned attraction Cockington Green Gardens, Mark is an experienced member of the NCAA team who still loves the challenge of a new project and enjoys the excitement our industry always provides.

Debra Beetham

General Manager

Debra manages the National Capital Attractions Association, including the Quality Tourism Framework, which includes the coordination of the Canberra Region Tourism Awards program and events, Quality Tourism Accreditation and Star Ratings. She has an extensive background in leading and inspiring tourism services in the Canberra Region. With over 20 years in experience, Debra brings a multifaceted understanding of high-quality tourism experiences from her various roles with major Canberra tourism attractions, including the Australian Institute of Sport (AIS), Questacon and the Australian National Botanic Gardens. Debra has thrived on working on exciting events such as Enlighten and the G20 Summit, through to successful delivery of numerous successful Canberra Region Tourism Awards Galas. Debra is a board member of the National Capital Attractions Association and holds a Post- Graduate Degree in Business Management from the University of Canberra. Debra is passionate about high quality tourism and educational experiences as a way to increase and sustain tourism in the Canberra Region.

Become a member

Whether you’re organising an event, marketing one of our great attractions, leading a winery or walking tour, running a hotel, training the next generation of industry staff, or working with one of the other many wonderful products in the Canberra Region, a Membership with NCAA has much to offer you.