Recognised as a global strategy to grow tourism and enhance destination competitiveness – among many other community benefits – major events act as catalysts for development across business, social, culture and environment, but a city’s event readiness is largely the deciding factor when pursuing major events. If the last few years are anything to go by, Townsville– as the events capital of Northern Australia – is proven and ready for more!
Townsville has long been the quiet achiever in hosting an events calendar that engages and excites locals and visitors of all ages and interests. Long-term traditions of much-loved community and civic events, set side-by-side with the growing annual calendar of national and international scale major events showcase the region, its culture, its liveability, and is a strong measure of community pride.
In 2023, Townsville Enterprise delivered an extensive community and visitor survey which demonstrated significant engagement and clear appetite for bigger and greater variety of major events – with over 90% of Townsville residents surveyed attending a major event in the last two years.
Townsville Enterprise CEO Claudia Brumme-Smith says the evolution of Townsville as an events city has become a key differentiator against competitor destinations – not only from a tourism point of view, but as an attractive place to do business, invest and live.
“Advocating and securing Townsville’s new $290 million stadium in 2016 was a testament to the passion of our events-driven community and proudly stands as a symbol of our city’s growth and evolution, now driving significant returns for our region,” says Claudia.
“The Stadium has been the turning point in Townsville’s ability to attract, host and deliver major events – redefining and reinvigorating not just our CBD, but North Queensland more broadly, as we continue to build our profile as Australia’s most liveable regional city.
“As the capital of events in Northern Australia, Townsville is primed to grow our events strategy with one of the biggest events calendars the region has ever seen in 2024 and has captured the attention of promoters across the country.”
Queensland Country Bank Stadium General Manager Tom Kimball says events have become a unique selling point for the city, backed by the economic value the venue brings to the community each year.
“Last financial year alone, the Stadium has grown patronage – thanks to major events – by 41%* which has contributed over $71.5 million in economic value to the North Queensland community,” says Tom.
“Looking to the future, the city’s status as the events capital of Northern Australia is only expected to grow, and we’re really proud to have Queensland Country Bank Stadium play a part in that.”
While the focus for major events has certainly put the Stadium in prime position, festivals, and community grown events are also being swept along in the events momentum.
NQ Licensed Events owner Regan Anderson says the city has caught the attention of events of all sizes.
“Growing awareness as an events city has always been the challenge, but we’ve certainly turned a corner and the future is bright for Townsville as an events destination of choice.”
LEGACY LEGENDS
➜ Australian Festival of Chamber Music (AFCM) – one of the longest running major events in Townsville, the AFCM began in 1991 and continues to attract global audiences having built an international reputation for its distinguished Australian and overseas-based artists and innovative programming across a range of chamber music styles.
Image credits: Andrew Rankin Photography
➜ Professional Bull Riders (PBR) Australia – for over 23 years cowboys and their bovine beasts have taken charge in Townsville, now host to the Australian Grand Finals title, bringing the world’s best riders and bulls for some of the biggest moments in Australian western sports history.
Image credits: Supplied by PBR Australia
➜ Supercars Townsville 500 – from an initial $10 million Federal Government election commitment in 2007, to the $29.58 million dollar Reid Park Street Circuit complex we know today, Supercars Townsville 500 has become a mainstay on Townsville’s events calendar. The event has grown from strength to strength and now attracts over 127,000 motorsport enthusiasts annually.
Image credits: Supercars Championships
➜ Magnetic Island Race Week (MIRW) – joining the northern sailing regatta register in 2007, the annual sellout sailing event attracts seafarers from across the country and is a major drawcard especially for interstate competitors looking to race and relax on Magnetic Island.
Image credits: Tourism and Events Queensland
➜ North Australia Festival of Arts (NAFA) – born out of arts funding from the 2018 Commonwealth Games Event City selection, NAFA – then Festival 2018 – highlighted the need for an annual arts and cultural festival for the northern region and has grown to become the region’s pinnacle fringe arts and performance event.
Image credits: Townsville City Council
HISTORY MAKERS
➜ World Triathlon Multisport World Championships Townsville – in what will be Townsville’s largest ever sporting spectacle, ‘Race the Reef’ will attract over 4,500 competitors representing over 50 countries, as they descend on the region for the 12-day event. For the first time, the event will be held in Australia, putting Townsville squarely in the international spotlight.
➜ P!nk Summer Carnival – contributing over $50 million to the community, the halo impact from this event has driven the biggest returns, with event promoters now approaching Townsville as a preferred venue and event destination.
Find out more about Townsville Enterprise by visiting https://www.townsvilleenterprise.com.au/, and to know more about events and activities in our region visit the Townsville North Queensland website.
Main image: SeaLink Magnetic Island Race Week (credits: Tourism and Events Queensland).
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