Cairns' reputation as a premier destination for sport, culture and entertainment has been reinforced, with major events injecting almost $39 million into the region's economy in the past financial year.
A report presented at Cairns Regional Council's Ordinary Meeting today highlighted the success of the Major Events Sponsorship Program, which invested $1.51 million to help deliver 14 high-profile events across the region.
Iconic and home-grown events
The 2024/25 line-up featured iconic events such as IRONMAN Cairns, Crankworx and 7 Cairns Marathon, alongside home-grown events including the Cairns Italian Festival and Cairns Fashion Week. The calendar also showcased events with strong community outcomes and strategic alignment, such as the Hawthorn Northern Nest, which brings elite women's sport to Cairns, and Dream Aloud and Shine on Gimuy, which celebrate and share First Nations voice and culture.
Together, these events attracted close to 25,000 visitors and generated more than 119,000 visitor nights. In addition to boosting the economy by $38.6 million, the program in 2024/25 engaged thousands of locals as workers, volunteers and participants, creating a year-round calendar of activity that belongs as much to the community as it does to the visitors it draws.
Community and global impact
Between IRONMAN Cairns and Crankworx alone, more than $80,000 was distributed to local community groups and charitable organisations through volunteer programs. Global media coverage and broadcast reached an estimated audience of 40.8 million people, further cementing Cairns' reputation as a must-visit destination for world-class sporting events.
Mayor Amy Eden said the results highlight the value of investing in events that deliver broad benefits across the community.
"Major events don't just fill hotel rooms, they bring vibrancy to our city, support local jobs and give visitors a reason to keep coming back to Cairns," Cr Eden said.
With the State Government's Destination 2045 strategy aiming to grow Queensland's events calendar to $4 billion including $2 billion from regional events by 2045, initiatives like Council's Major Events Sponsorship Program are essential.
"This program works in partnership with organisations such as Tourism Tropical North Queensland (TTNQ) and Tourism and Events Queensland to attract world-class events, strengthen our visitor economy, and position Cairns on the global stage," Cr Eden said.
Extending the visitor season
Tourism Tropical North Queensland Chief Executive Officer Mark Olsen said major events play a crucial role in extending the visitor season and diversifying the region's appeal.
"They play a pivotal role in introducing new audiences to Tropical North Queensland, often encouraging visitors who hadn't considered the region before to return with family and friends," Mr Olsen said.
"Beyond the visitor economy, major events generate long-term benefits by driving year-round employment in tourism and by securing investment in facilities that our community continues to enjoy well after the events conclude.
"The extensive media coverage that comes with these events is another significant advantage, with more than $12.7 million in publicity recorded in 2024-25, further elevating the profile of Tropical North Queensland on the national and international stage."
Strong year ahead
The 2025/26 calendar is already shaping up strongly, with Cairns set to host returning favourites including IRONMAN Cairns and the Cairns Italian Festival, alongside exciting new events such as BE Social Fest, an all-ages music festival launching in October 2025.
