The evolution of a regional events city

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 North Queensland – 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 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. 

“Events are powerful catalysts for social connection, bringing diverse individuals together and fostering a sense of community and belonging.”  

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 said 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.” 

“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.” 

Legacy legends 

• 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 inaugural event held in 2009 has grown from strength to strength, attracting over 127,000 motorsport enthusiasts to the event annually.  

• 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. 

• Professional Bull Riding – 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. 

• North Australia Festival of Arts – 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. 

History makers 

• World Triathlon Multisport World Championships Townsville – in what will be Townsville’s largest ever sporting spectacle, the ‘Race the Reef’ event will attract over 4,500 competitors representing over 50 countries from across the world 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 have driven the biggest returns, with event promoters now approaching Townsville as a preferred venue and event destination. 

Queensland Country Bank Stadium General Manager Tom Kimball said 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 $120 million in economic value to the North Queensland community.” 

“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.” 

Beyond the economics, major events have profound positive benefits on urban development and community pride: 

• Awareness raising for our city and its liveability: positive media attention domestically and globally and nationally can demonstrate the characteristics of the city, including its history and culture, tourism scenery, economic strength and efficiency and ultimately will lead to attract much needed workforce.  

• Improve the quality of life for the locals: major events often require the construction and development of urban infrastructure which will eventually promote the development of the urban economy and society. 

• Community engagement and identity: hosting major events instills a sense of pride. 

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 Licenced Events owner Regan Anderson said 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.”