2023 edition of Toowoomba Carnival of Flowers breaks records for visitation, generating $27m for economy

The 2023 edition of the Toowoomba Carnival of Flowers has shattered new visitation and spending records for the event, with organisers optimistic ahead of big changes for the 75th anniversary this year.

Nearly 200,000 people helped create the most successful Toowoomba Carnival of Flowers in the event’s history.

New data from the Toowoomba Regional Council has revealed last year’s edition was worth more than $27m in both direct and incremental spending throughout the four weekends of the event’s running.

Delivering her wrap-up report to councillors at Tuesday’s ordinary meeting, co-ordinator Kate Scott said this was achieved with an attendance at individual events of more than 417,000 by 199,000 people.

“Carnival continues to be Toowoomba’s premier event showcasing the natural beauty, seasonality and community spirit of the region, producing a significant return on investment and economic positivity to the region and state as a major tourism activation,” she wrote.

About 330,000 people visited either the Queens Park Botanical Gardens or Laurel Bank Park during carnival (up from the previous year) and 18,500 rides were sold on the ferris wheel erected at Queens Park.

However, attendance to the Festival of Food and Wine was down from the previous year, with Ms Scott citing high fuel prices and inclement weather as possible reasons for this.

The report also revealed the council’s underwriting of the event had dropped by 27 per cent since 2022, with the carnival’s $200,000 marketing budget generating nearly $4.3m in media coverage (based on equivalent advertising space rate).

Toowoomba Carnival of Flowers event co-ordinator Kate Scott.

Environment and community chair James O’Shea praised the organising team, while also emphasising the need to better support gardeners financially for the 75th year of the Chronicle Garden Competition this September.

“To the team that delivers this and the hours put in, you should be congratulated,” he said.

“One of the questions that came up is whether there’s an opportunity or a way for some additional (financial) support for the 75th year for gardeners.

“It was very warm and dry last year, so that’s why it’s a recommendation that we could be putting forward more help for them.”

The 2024 edition will actually start later than usual, with the first events to kick off on September 13 and run through until early October.

Ms Scott said this was to capitalise on the school holiday period (which would cover the first three weekends), as well as allow more time for gardens to bloom.