There’s no slowing the power of the petal, with Toowoomba Carnival of Flowers
releasing figures for the 2023 event, and it’s a bouquet of brilliant broken records!
Statistics from Tourism and Events Queensland unveil a fresh milestone in total attendance, with a record-breaking figure of 417,517—an impressive 14% surge compared to the 2022 results. The attendance spike is marked by a remarkable 22% increase in the number of individuals, reaching an unprecedented 199,789 during the four-weekend program. Notably, this marks the inaugural instance where attendance has surpassed the 400,000 mark. Additionally, visitor nights soared to a new pinnacle, registering a 12% upswing from 2022 and reaching an impressive 136,676.
Importantly, direct and incremental spending reached a total of $24.54 million another record for the event following last year’s then record of $22.61 million.
“The Toowoomba Carnival of Flowers is a major Queensland event and 2023 was certainly no exception!” said Tourism Minister Michael Healy. “Hundreds of thousands of visitors made their way to the Toowoomba Region for the record-breaking event and to experience this flourishing part of the state."
“This year’s 75th celebration is estimated to surpass last year’s record by injecting $25 million into the region’s visitor economy."
“The Carnival is a time-honoured community event that continues to deliver great outcomes for local businesses and tourism operators, in addition to many satisfied visitors.”
The fantastic floral filled results were reported just two months after the Toowoomba Carnival of Flowers took gold at the Queensland Tourism Awards for Major Festival or Event, and as organisers look forward to celebrating the 75th anniversary of what is dubbed Australia’s most beautiful event, in 2024.
“Toowoomba Carnival of Flowers is a very special event – for four weeks in Spring it attracts more than 400,000 people to celebrate the 40+ million petals blooming across the city’s parks,” said Chair of the Toowoomba Regional Council Environment and Community Services Committee Cr James O’Shea.
“Like its well-tended gardens, the event continues to bloom, and in 2024 will celebrate 75 years. We are thrilled that more attendance and revenue records have been broken at last year’s event, as people from all over Australia and internationally, converged on our Garden City,” he said.
“The continued expansion of the 75-year-old event has generated extraordinary financial and social benefits for the community. Toowoomba Carnival of Flowers is a significant economic performer for the region and Queensland, and we look forward to celebrating 75 years of flower power this year!”
“Ours is one of the biggest tourism-based events in the country, welcoming hundreds of thousands of new and returning visitors every year. From fresh modern country hospitality exploding with thousands of spring blooms to abundant local produce, the tastiest Queensland-produced wines and public parklands overflowing with natural beauty, and international quality entertainment programs across four weekends, Toowoomba bursts with world-class tourism experiences, ” Cr James O’Shea concluded.
This year the event will run from 13 September over four floral-filled weekends to 7 October, with the theme, It’s A Party.
The 75th anniversary program will be announced on March 28.
The Floral Facts and Figures of Australia’s most beautiful event (2023)
- 417,517 in attendance, up 14% on 2022 results
- 136,676 visitor nights, up 12% on 2022 results
- $24.54 million direct and incremental spending
- 37.2 million petals across Council’s parks in the city and Spring Bluff
- 190,000 blooming annuals
- 50th anniversary of the Exhibition Garden program
- More than $920,000 raised over 50 years of Toowoomba Exhibition Gardens
- 81 floats and groups in the Grand Central Floral Parade
- 40 flavour makers, winemakers and brewers at the Festival of Food and Wine
- 1 Teddy Bear’s Picnic
- 2,715 times the Ferris Wheel goes around over 16 days in Queens Park
- 52 #trEATS on the regional food trail program, a new record!
- 3 Botanical Local Gins and Vodkas
- 50+ Hanging Baskets!
- 50 community events
- 75 local performances in our Heritage Bank Parkland Entertainment sessions
- 14 foodie tours
- 18 twilight tours of Laurel Bank Park
- Millions of smiles
Toowoomba Carnival of Flowers – A History
Since its inception in 1949, the Toowoomba Carnival of Flowers has flourished and is now an iconic Queensland event. The brainchild of Essex Tait and the Toowoomba Chamber of Commerce, Carnival was introduced as a way for the city to use its “Garden City” reputation to promote increased economic activity following the hardships of war. On October 21, 1950, the Toowoomba Carnival of Flowers commenced with a street procession that stretched three miles in length. Led by a bullock team and watched by a crowd estimated to be 50,000 strong, it was a resounding success, as it has been ever since.
Toowoomba Carnival of Flowers 2024
13 September to 7 October
tcof.com.au
For more information contact Kath Rose & Associates on 0416 291 493 or kath@kathrose.com