The new format for Floriade in 2018 attracted 480,540 people, an increase of over 45,000 from 2017.
This result is testament to the efforts made to attract more people to Floriade through a range of different programming events that target new audiences.
New initiatives in 2018 included a revitalised food and beverage offering with local produce and beverages from Pialligo Estate, Capital Brewing Co, Contentious Character and Underground Spirits.
Other changes included different themed nights at NightFest, a change in Floriade opening hours (9:30am to 5:30pm) and a revitalized market shopping experience with traders spread around a new area, allowing more free flow of people between marquees.
Floriade 2018 fell just 1314 people shy of the highest ever event attendance record set in 2014. Last year’s event attendance was 434,414 people.
The event also drew a record October long weekend crowd, with 94,586 people visiting the festival across the three day weekend.
Significantly, Floriade 2018 drew 40 per cent of its attendance from key target markets of regional NSW and Sydney, indicating its status as a signature event on Canberra’s tourism calendar.
Preliminary research conducted by the contracted research agency IER Pty Ltd indicated that three quarters of attendees said this year’s Floriade met or exceeded expectations. Other insights included:
- Of those coming from outside of Canberra, 68 per cent said they would like to return to see more of Canberra.
- Ninety two (92) per cent of attendees said Canberra hosting Floriade was important and 76 per cent agreed that using taxpayers’ money for this event was reasonable.
- A high percentage of attendees – 93 per cent – considered Floriade as signifying the start of spring. Almost 90 per cent agreed that it was a well-liked event that was positively embraced by the people of Canberra.
- Eight seven (87) per cent agree that it helps enhance community spirit, pride and enjoyment.
- Statement ends -
Section: Andrew Barr, MLA | Media Releases
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