Toowoomba Carnival of Flowers delivers $33m economic boost to region from 2021 event

This year’s Toowoomba Carnival of Flowers attracted hundreds of thousands to the region and delivered a $33m economic boost. Organisers have identified a key change to this year’s event that is likely to stay.

(From left) Avalyn Huang, Steve Munn, Jax Huang and Ava Huang in Queens Park during the Toowoomba Carnival of Flowers. Picture: Nev Madsen.

Nearly 285,000 people visited Toowoomba during this year’s Carnival of Flowers, in a month-long economic boost worth more than $33m.

Data from Tourism and Events Queensland has highlighted the value of the major national event, which was spread over several weeks in September for the first time.

This was up from the $10m generated from the Covid-affected event last year, which saw just 214,000 tourists.

TEQ put the direct and incremental spending from the event at more than $22m, while there were more than 130,000 overnight stays recorded as part of the carnival, a small increase from 2019.

The event was also better value for the region’s ratepayers, with Toowoomba Regional Council figures revealing the organisation had to underwrite just $990,000, down 15 per cent from the 2019 edition.

Council’s environment and community chair Councillor James O’Shea said the numbers vindicated the decision to expand the event from the traditional 10-day program.

“It allowed more people to spend more time in the parks, public spaces and gardens, to taste the flavours of the region and to stay a little longer,” he said.

“This has absolutely worked, with the event spending impact at more than $22 million, and 155,000 visitor nights recorded, as well as 123 per cent increase on crowd numbers from 2020.”

Mr O’Shea said more than 260,000 visits were recorded at Queens Park and Laurel Bank Park during September, while the range of foodie tours and promotions created as part of the carnival proved to be popular with tourists.

“To top off a truly incredible year for Toowoomba Carnival of Flowers, just a few weeks ago, the event was awarded Silver at the Queensland Tourism Awards for Major Festivals and Events,” he said.

“This is wonderful recognition, particularly when Covid-19 has been affecting so many events.

“We would also like to pay tribute to council’s gardeners and all of the gardening residents of this region; the canvas of colour everywhere, truly created the event everyone needed this year.”

The final report into the carnival was handed down at council’s committee meeting on Wednesday.

Originally published as Toowoomba Carnival of Flowers delivers $33m economic boost to region from 2021 event