GRA was tasked with promotion of Codex Sassoon and establishing its exhibit as a reputable destination. We created a customized database of tourism trade professionals (travel agents, mission planners, event planners). We then conducted one-to-one sales pitches and visits; attended meetings and ran specialized webinars for the tourist trade. We identified the key sources of tourist referrals and developed ongoing relationships to assure they received timely, relevant and high quality experiences for their clients at the museum.

We worked with ANU to create cultural and language adaptations in museum tours and programs to make content understandable and relevant for tourist audiences. This work especially introduced Christian visitors to the museum; and informed creation of a Christian Advisory Board.

Tourism attendance increased year over year by 14%, exceeding 45,000 visitors overall in 2022