Statistics from Tourism and Events Queensland unveil a fresh milestone for the Toowoomba Carnival of Flowers in total attendance, with a record-breaking figure of 417,517 – an impressive 14 per cent surge compared to the 2022 results.

The attendance spike is marked by a remarkable 22 per cent 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 per cent 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 after the previous year’s then record of $22.61 million.

The Toowoomba Carnival of Flowers is a major Queensland event and 2023 was certainly no exception,” Tourism Minister Michael Healy said.

“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 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.

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.

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 in March. 

This article appeared in On Our Selection News, 25 January 2024.