Record visitor numbers add to 2011 Carnival lustre

Perfect spring weather ensured this year's Toowoomba Carnival of Flowers fulfilled its slogan of "cultivating experiences" for record crowds across 10 days of celebrations.

Toowoomba Regional Council Tourism, Parks and Events portfolio leader Cr Joe Ramia said a record 125,000 visitors attended this year's Carnival.

Cr Ramia said 70,000 people from the Toowoomba region enjoyed Carnival festivities with almost 55,000 external visitors coming to the city and region.

"Of these external visitors, 38,000 people had not been to the area before," Cr Ramia said.

"It is especially pleasing to learn more than 112,600 people indicated they would return for 2012 events.

"While the glorious, sunny weather encouraged people to get out and about, organisers and volunteers deserve praise for staging 17 flagship events and more than 80 community events."

Cr Ramia said Toowoomba's Visitor Information Centre fielded almost 400 additional enquiries across the Carnival period compared with the same time last year. Overall September enquires at the centre were down slightly compared with 2010. (please see Visitor statistics below for more figures)

"The biggest increase in visitor numbers this year came from Brisbane, Gold and Sunshine Coast people. There was a 19% increase in visitors from Brisbane," Cr Ramia said.

"While overseas visitors fell away in Carnival week this year, we had 75 visitors from our three Sister Cities ― Takatsuki (Japan), Paju City (Republic of Korea) and Wanganui (New Zealand) ­― and nine other international guests in Toowoomba in mid August for the Australian Sister Cities conference.

"The home garden competition and civic park garden displays remain a core attraction, but Carnival's food and wine features are emerging as popular tourist drawcards.

"This was particularly highlighted at the "Taste – the Regional Food Network" demonstrations sponsored in conjunction with the Department of Employment, Economic Development and Innovation and regional tourism representatives.

"All nine cooking demonstrations were fully booked and people appreciated the chance to see and hear top city chefs detail how to serve regional produce matched with our own wines.

"People commented they especially enjoyed tasting the creations. We plan to expand this idea next year and Stanthorpe's Apple and Grape Festival organisers approached us to incorporate something similar at their celebrations."

Cr Ramia said almost 14,000 paying customers attended the Ergon Energy Flower Food and Wine Festival, which attracted rave reviews for its outstanding floral design competition and creations.

"International floral designer Per Benjamin added a new dimension to the design festivities with the usual extraordinary work performed by Carnival regular Mark Pampling," he said.

"Carnival also achieved its goal of attracting the younger audience with fantastic attendances at Sideshow Alley on the opening weekend.

"Younger Carnival-goers and their families also responded beyond our wildest expectation to events at Laurel Bank Park. Pictures in the Park attracted more than 1750 movie-goers on the middle night and a whopping 3500 on the Saturday.

"Similarly, the Biggest Little Lunch saw more than 3500 people enjoy a family day. With these numbers there were some delays, but I wish to thank people for their patience at the activities."

Cr Ramia said USQ StreetFest ensured Carnival went out with a bang.

"Numerous traders ran out of food or were rushed off their feet. We estimate at least 7500 people enjoyed the CBD music, performances and roller derby activities during the day.

"The market stalls were a popular addition to the day's entertainment.

"Carnival now lives on through millions of photos taken by people across the country and overseas. In its own way, this is a great form of advertising when complemented by our marketing."

Cr Ramia said additional reviews would consider improvements for Carnival 2012 with work already starting on next year's events.

"Carnival runs from September 21 to 30 next year and we invite all visitors to 'Grow from Experiences' during the festival."

Visitor statistics:

Total enquiries (personal visits, phone calls and emails) at the Toowoomba Visitor Information Centre (VIC) for Carnival's opening weekend (September 16-18): 6,648. This was up more than 2% on 2010.

Total enquiries (personal visits, phone calls and emails) at the Toowoomba Visitor Information Centre for Carnival's 10 days (September 16-25): 16,896. This was up 2.36% compared with 2010.

Most of the gains were on Saturday, September 17 (up 17%) and Monday September 19 (up 26%).

Total VIC September 2011 enquiries, including Carnival: 21,267. This monthly figure was down 3.1% compared with September 2010, despite the increase in the Carnival period.

In September 2011, visitor numbers were up from the following areas (compared with last year):

• Toowoomba increased by 9.5%
• Brisbane, Sunshine and Gold coasts up by 5.59%
• Rest of Queensland up by 15.2%
• Phone calls and emails up by 13.35%

Conversely, visitors from other states dropped by 5.33% compared with September 2010 and overseas visitors were down 50%, largely attributed to the high Australian dollar. Also, three tour parties of 75 people in total from Sister Cities Takatsuki (Japan), Paju City (Republic of Korea) and Wanganui (New Zealand) and nine other international guests visited Toowoomba in mid August for the Australian Sister Cities conference.

People in the 25-34 age group made up the largest portion of visitors.

The most popular attractions were Ergon Energy Flower Food and Wine Festival, Grand Central Floral Parade and Sideshow Alley, Heritage Live Concert Series and USQ StreetFest.

The Ergon Energy Flower Food and Wine Festival attracted a record 13,990 patrons this year.

More than 1000 people took advantage of the inaugural free Park and Ride service which operated from Kearneys Spring, calling at Picnic Point, Queens Park and Laurel Bank Park.

Pictures in the Park (Laurel Bank) attracted record crowds on each night: 520 people on Thursday, September 22: 520; Friday, September 23: 1760; Saturday, September 24: 3500.

More than 3500 people attended the Biggest Little Lunch at Laurel Bank Park.

Twilight Tours were fully booked over three nights. (60 people in two tours each night).

More than 7500 People attended USQ StreetFest in Margaret Street on Sunday, September 25.