An updated strategy to identify and attract key events to the region has been endorsed by Council.
The refreshed Cairns & Great Barrier Reef Event Strategy 2025 builds on the previous TNQ Event Prioritisation Strategy 2015-2020, and aims to use strong collaboration between Council, Tourism Tropical North Queensland (TTNQ) and Tourism and Events Queensland (TEQ) to secure events and maximise their economic benefits.
The strategy aims to secure a balanced and diverse event portfolio spread across the calendar year.
While tourism is a major contributor to the economy of Tropical North Queensland, with 2.5 million domestic visitors with a direct expenditure of $4.4 billion recorded in 2022, visitation peaks and troughs throughout the year.
The strategy aims to develop and grow a regional event calendar to drive visitation, particularly during shoulder and low season.
Crankworx Cairns (held 17 to 21 May) is an example of an event held during a traditional tourism trough, that was secured through strong collaboration between Council, TTNQ and TEQ.
The 2025 strategy also provides a clear and transparent framework when considering the level of investment, assistance and support from Council for major and economic events.
Events supported by the strategy should ideally attract visitors to Tropical North Queensland, contribute to the economy and enhance the profile of the region, and include community engagement.
