2024 Toowoomba Carnival of Flowers generates $29.43 million for Queensland economy, sets attendance …
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The 75th anniversary 2024 Toowoomba Carnival of Flowers lived up to its status as the Region’s premier event with direct and incremental spending contributing more than $29.43 million to the Queensland economy.
The new figures, released from Tourism and Events Queensland’s post-event report, also showed an overall record attendance.
The Minister for the Environment and Tourism and Minister for Science and Innovation, Andrew Powell MP said that this is a showpiece event for Toowoomba and a huge drawcard for Queensland.
“Toowoomba Carnival of Flowers continues to stun, and these numbers really do speak for themselves. This event sprang from humble beginnings in 1949 and has grown exponentially since,” Minister Powell said.
“With an injection of more than $29 million into our state’s economy, it’s clear this Carnival is unmissable and a true jewel in the crown of the Queensland events calendar. Visitors travel from all over, a record 470,000 of them, from intrastate, interstate and overseas and while they’re here they’re packing out the local accommodation, cafes, restaurants and small businesses, really giving this beautiful region a huge boost.”
Toowoomba Regional Council Community Development, Facilities and Tourism portfolio spokesperson Cr James O’Shea said the economic return was a 19% increase on the 2023 figures.
“The 25-day 2024 Toowoomba Carnival of Flowers program generated an overall attendance of 470,608, which was up 12% on the 2023 figures,” Cr O’Shea said.
“The 2024 program also achieved 149,538 visitor nights, which was a 9% increase on the 2023 figures.
“Eighty-two events and activations enlivened the 75th Toowoomba Carnival of Flowers that included the Grand Central Floral Parade (attended by more than 70,000 people), more than 300,000 visits to our floral feature parks and more than 2,000 people at the Symphony Under the Stars, a rare outdoor regional performance by the full Queensland Symphony Orchestra under the baton of Chief Conductor Umberto Clerici.
“The 2024 Toowoomba Carnival of Flowers saw a record year of #trEATS and new dining experiences. All the events generated extraordinary financial and social benefits for our community.
“The real stars of the event were the perennial showstoppers, the 40 million petals on display across the home garden competition and the civic parks and gardens which again delighted residents and visitors from across Australia and overseas.”
Cr O’Shea said incorporating the October long weekend in the event schedule contributed to increased overnight stays across the Region on weekends and weekdays.”
He said the 2024 event coincided with the end of the Toowoomba Carnival of Flowers’ five-year strategic plan.
“It is important for Council to act responsibly and review the success of its expiring strategy before committing to the next strategic plan,” Cr O’Shea said.
Ticketed food, entertainment event planned for 2025
“Part of the new strategic plan development is promoting how the Region’s floral colour and amazing taste makers can be celebrated through a wide range of events across our regional towns. Sponsorship support is vital to this development coming to fruition.
“Plans are in place to hold a ticketed food and entertainment event in Toowoomba’s Queens Park."
The 2025 Toowoomba Carnival of Flowers runs from Friday, September 12 to Monday, October 6, 2025.
Cr O’Shea said the four feature weekends for 2025 would include Floral Fever Takes Flight (Friday, September 12 to Sunday, September 14, 2025), Parade and Play (Friday, September 19 to Sunday, September 21), a Re-imagined Festival Offering (Friday, September 26 to Sunday, September 28) and Long Weekend Stays (Saturday, October 4 to Monday, October 6).
“Council is waiting on the finalisation of the tenders that have been advertised for this year’s Toowoomba Carnival of Flowers,” he said.
The official launch of the full program of events for the 2025 Toowoomba Carnival of Flowers is happening on April 28, 2025.
The 2024 Toowoomba Carnival of Flowers Event Report was this week (Tuesday, February 18, 2025) endorsed by Council’s February Ordinary Meeting.
Other 2024 Toowoomba Carnival of Flowers outcomes:
The 2024 Toowoomba Carnival of Flowers generated $35.7 million in gross expenditure, with a direct and incremental expenditure for Queensland of $29.4 million (up 19% on 2023), Total attendance: 470,608, up 12% on the 2023, Queens Park Botanic Gardens attendance: 204,608, Laurel Bank Park attendance: 99,978, Peak civic park attendance: Grand Central Floral Parade Saturday, with a record 26,638 people visiting the feature floral parks, 326 residents and visitors attended the Twilight Tours (Laurel Bank Park, with 58% from outside the Toowoomba Region), 13,898 rides on the Ferris Wheel near Queens Park Botanic Gardens, 17,451 tickets sold to the Festival of Food and Wine, 86 participant groups in the Grand Central Floral Parade, 65 local eateries participated in the 2024 #trEATS, a 25% increase on venues compared with 2023, 150 volunteers assisted with Council event delivery, completing 1,248 hours of support, 54 Toowoomba Region Visitor Information Centre volunteers contributed 535 hours of service to 9,318 visitors during the 2024 Toowoomba Carnival of Flowers, Coaches, packaging and group itineraries: 2024 saw group travel visits return to the record-breaking benchmark of 210 coaches (matching 2019); 34 extended tour numbers, including a five-night tour from New Zealand. The 34 recorded group tours stayed a total of 134 nights (equivalent to 1,340 room nights and 2,680 visitor nights split across mid-week and weekend stays, 167 day-tour coach visits, a 27.5% increase on 2023, A coach party from Taiwan visited on a day trip from the Gold Coast, Almost 400,000 people visited the Toowoomba Carnival of Flowers display (in partnership with Queensland Country Tourism and Toowoomba & Surat Basin Enterprise) at Singapore’s Gardens by the Bay from September 23 to November 17, 2024. Exposure in South East Asia, a major gateway to our Region, has been recognised via significant increases in website visits, Council enlisted 151 local suppliers for the 2024 event, which equated to 86% of the total suppliers’ list, The People First Bank Parkland Entertainment program showcased ALL local artists and performers over four weekends, Thrive on Arts Festival welcomed 2000 people to their four-day event, delighting the young and young at heart, and Sideshow Alley was hugely popular again in 2024 with crowds over 20,000 in attendance.