Canberra's tourism industry suffers from a lack of national pride in the capital and also needs to woo international tour groups, a local tourism advocate says.
Olive grower Peter O'Clery was made a member of the Order of Australia (AM) last month for services to the tourism industry.
His career in tourism included more than 10 years as the chief executive of the Australian Tourism Industry Association.
In 2004 he helped found the popular Capital Region Farmer's Market at Exhibition Park, which is credited with boosting interest in local and seasonal produce.
Mr O'Clery said the Canberra region was developing its own characteristics and local produce which would help tourism.
The capital enjoyed four seasons and had the benefit of seasonal food and attractions.
But tourism operators found it difficult to turn a profit from Canberra as an international holiday destination.
''We haven't really been able to attract many international groups, partly because a lot of the people who are the inbound operators can't see how they can send a tour group to Canberra and actually get a percentage out of it for themselves,'' he said.
''It's a very difficult issue to address.''
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