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.

Mark Sarah

President

In 2021 we welcome Mark back into the position of President. Mark has been involved on the executive for many years, he enjoys the interaction with 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 committed 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.

Liz McRae

Vice President

Liz relocated back to Canberra three years ago and, through her role at the National Museum of Australia, has been a member and executive member of the NCAA for two years. Liz considers herself an active member of the NCAA with her team at the Museum working across education, event and general tourism functions.

Liz has worked in a range of industries and organisations over the years, including the Sydney Swans Football Club, Maverick Marketing and Les Mills Asia Pacific, but all have had a common thread – Passionate People! There are no shortage of passionate people in the Canberra tourism industry and Liz is excited to take on the role of Co-Vice President to engage, collaborate and support the industry.

Russell Jackson

Vice President

Russell Jackson is the Executive Manager of Business and Marketing at Canberra’s National Zoo & Aquarium and Jamala Wildlife Lodge – one of the most highly regarded globally unique luxury zoo hotels. Russell has been involved with the zoo for over 12 years and has played a crucial role in the development, marketing and operations of both facilities. With a background in animal management, he began his zoo career as a casual zookeeper before progressing to the senior management team and utilising his other skills and experience in marketing, IT and business analysis. Russell currently manages, oversees and contributes to a large variety of areas across the National Zoo & Aquarium and Jamala Wildlife Lodge, including a focus on guest and visitor experience and destination marketing. These multi-award winning properties have received numerous TripAdvisor Certificates of Excellence (5 star) and are seen as a worldwide leader in guest experience in both the zoo and accommodation industries.

Naomi Dale

CEO Canberra Region Tourism Industry Council

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 CEO of the Canberra Region Tourism Industry Council, 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.

Debra Beetham

General Manager

Debra manages the National Capital Attractions Association and Canberra Region Tourism Industry Council, 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.