Tropical North Queensland is setting the pace for its biggest decade yet, with the Cairns & Great Barrier Reef Major Events Strategy 2026–2035 already delivering outcomes, with the 7Cairns Marathon Festival secured for the next three years.
Developed in partnership with Cairns Regional Council and Tourism Tropical North Queensland (TTNQ), the strategy sets a clear roadmap to grow year-round visitation, maximise economic return and strengthen the region's position as Australia's leading major events destination.
The renewed funding agreement with Atlas Events will retain the marathon until 2028, with an option to extend through to 2030, giving certainty to businesses and event organisers as the region prepares for a decade of opportunity leading into Brisbane 2032 and beyond.
Over the past three years, the marathon has drawn more than 20,000 participants, 40 per cent from outside the Cairns Local Government Area, generating over 24,000 visitor nights and contributing nearly $5.5 million to the local economy.
Cairns Mayor Amy Eden said securing the 7Cairns Marathon Festival reflects Council's deliberate focus on backing events that deliver real economic return and genuine community benefit.
"This is exactly what our Major Events Strategy is designed to do. Back events that fill hotel rooms, support local businesses, create jobs and give our community something to be proud of," Mayor Eden said.
"The 7 Cairns Marathon Festival is more than a race. It activates our Esplanade, showcases our lifestyle to thousands of visitors and injects millions into our local economy."
"With Brisbane 2032 approaching, we are not waiting on the sidelines. We are positioning Cairns now to capitalise on the opportunities ahead. Locking in events like this provides certainty for our tourism operators, hospitality venues and small businesses."
"It is about confidence. Confidence for event organisers. Confidence for investors. And confidence in Cairns as a city that can deliver at scale."
"When you combine our climate, our scenery and our community spirit, Cairns is made for events like this. Securing the marathon for the next three years is a strong step forward in building a decade of opportunity for our region."
TTNQ Chief Executive Officer Mark Olsen said participation and endurance events are surging nationwide, with Cairns well placed to lead.
"Major events already inject close to $40 million a year into the Cairns region and $67 million into the wider Tropical North Queensland economy," he said.
"With strong growth in participation sport and mass running events across the country, Cairns is perfectly positioned to capitalise on that momentum."
Jason Crowther, Managing Director of Atlas Events, welcomed the renewed partnership.
"We're proud to continue our partnership with Cairns Regional Council and deliver the 7Cairns Marathon Festival for the next five years. Since its inception, the event has been embraced by the community, and Cairns continues to prove itself as an outstanding destination to deliver an event of this scale.
It's been incredibly exciting for us at Atlas Events to see the festival grow year on year, bringing people to the region, supporting Australian charities and building something that delivers long-term value for Cairns.
We're excited to see what the event can grow into over the coming years and to keep evolving the experience for participants, the community and the region."
Building on this renewed commitment, the strategy prioritises maximising return on investment, activating shoulder and off-peak seasons, strengthening partnerships and promoting Cairns as a nationally recognised major events destination.
With 2.8 million annual visitors contributing $4.5 billion to the regional economy each year, major events will play an increasingly important role in driving economic diversification, cultural vibrancy and global connectivity over the next decade.
The Cairns & Great Barrier Reef Major Events Strategy 2026–2035 is available on our website.
