The Toowoomba Regional Council implemented a Sports Tourism Project in 2009 as a 6-month pilot program to attract sporting events. It was successful and extended. Key events attracted include the Queensland PGA Championships, FKG Tour of Toowoomba cycling race, and Hutchinson Builders Toowoomba International tennis tournament. These events provide economic and community benefits and increase the region's profile. Ongoing relationships with sporting organizations will be important to maintain this success and secure future events.

1. Sports Tourism Project

2. Background
Toowoomba Regional Council’s Sports Tourism Project was
developed following the timeline below:
15 June 2009
Sports Tourism Project commenced as six month pilot project
12 November 2009
Sports Tourism Pilot Project Outcomes Report presented to Council
(Council decision to extend pilot by six months)
May 2010
Funding application submitted to the Dept of Communities, Sport & Recreation Services Local Jobs Plan
Program
5 November 2010
TRC advised funding to employ Sports Tourism Officer approved (funded until Feb 2014)
September 2013
TRC converts Sports Tourism Officer position from contract to permanent role

3. • To identify, develop and attract sporting events that provide a
range of benefits to the region. Some of the direct and indirect
benefits include:
•Economic impact through direct expenditure by participants and event
organisers;
•Flow on economic impact through increased economic activity and
diversification of tourism sector;
•Destination marketing – increased regional profile and potential
development of niche tourism sectors (golf/cycle tourism);
•Greater use and promotion of regional sporting facilities;
•Social impacts:
•Community engagement – volunteering, participation, community pride
•Promote healthy, active lifestyles
•Inspire young people and promote participation in sport.

4. Key successes since project inception:
2009, 2011 - 2014 Queensland PGA Championships:
•Second Tier event on the PGA Tour of Australasia schedule providing development pathway
to major Australian and international tours;
•144 PGA Professionals from all over Australia, New Zealand and Asia competing for more
than $110K in prize money – hosted by City Golf Club;
•Attracts approximately 5,000 spectators over four days;
•Significant community engagement program developed throughout week of tournament;
•Attracted significant media attention with the 2009 & 2011 events resulting in 1 hour
highlights packaged aired on One HD;
•Event provides added benefit of raising the regions reputation as a golf travel destination.
Several golfing publications have published travel features on the region due to the interest
generated from the tournament.

5. 2010 - 2014 FKG Tour of Toowoomba:
•National level teams road cycling event on Cycling Australia’s
Subaru National Road Series calendar;
•Only Subaru NRS event in Queensland – delivered by Toowoomba Cycling Development Ltd
(TCDL born out of FKG ToT);
•23 professional and semi-professional road cycling teams from all over Australia and New
Zealand – 138 riders plus team support staff;
•Event features 5 stages over 4 days covering much of the region including use of the
international standard Toowoomba Criterium Track;
•Attracted significant media attention with national coverage on SBS Cycling Central;
•The Toowoomba Cyclefest was implemented in 2013 to build a festival around the FKG Tour
of Toowoomba and attract even greater participation and interest.
•Toowoomba’s reputation as a destination for cycling has seen additional events such as the
2014 & 2015 Oceania Road Championships and the 2014 Australian Junior Road
Championships secured for the region.

6. 2012 & 2013 Hutchinson Builders Toowoomba
International:
•Australian Pro Tour event sanctioned by Tennis Australia;
•Over 200 players, coaches, officials and support staff from all over
Australia and the world;
•Players compete for prize money and valuable World Ranking Points;
•Hosted by Toowoomba Tennis Association at the international standard Toowoomba
Regional Tennis Centre – USQ;
•The 2013 event added a Women’s Draw presented by Tilly’s Crawler Parts;
•The 2013 event implemented several popular community engagement activities;
•2013 event awarded Most Outstanding Tournament of the Year at both the State and
National level. This was a significant achievement in only the event’s second year;
•This recognition further enhances Toowoomba’s reputation at both the national and
international level which will assist in attracting additional high profile events.

7. Other events supported include:
•2010 & 2011 Hyundai A-League Pre-Season games;
•2010, 2011 & 2012 Endeavour Challenge Cycling events
•2011 Australian School Sport U17 Softball Championships;
•2011, 2012 & 13 USQ Ride the Range Cycle Challenge;
•2012 National Riley Rally (vintage car club);
•2012 Australian Interschool's Equestrian Championships;
•2012 National Left-handed Golfers Association Championships;
•2013 BMX South Queensland Championships
•2013 QRL Junior State Championships (Pittsworth)
•2013 Australian Indoor Bias Bowls Championships
•2013 MG National Rally
•2013 Corvette National Rally
•2013/14 Women’s National Cricket League fixtures – Qld Fire v WA Fury
•2013/14 St George Qld Reds Pre-Season games;
•2014 iSelect Gold Coast Titans v NQ Cowboys NRL Pre-Season game.

8. Future or potential events
(this is not an exhaustive list):
•Continuation of key Major sporting events:
• Qld PGA Championship
• FKG Tour of Toowoomba (Toowoomba Cyclefest)
• Hutchinson Builders Toowoomba International
•2014 PBR Touring Pro Series (Professional Bull Riding)
•2014 Australian Country Hockey Championships
•2014 Queensland Men’s Masters Hockey Championships
•2014 Australian Junior Road Cycling Championships
•2014 Queensland Senior Schools Cup (Volleyball) – annual event
•2014 Australian School Sport Softball Championships (12yrs and under)
•2014 Australian School Sport Golf Championships (15-19yrs and under)
•2015 Oceania Road Cycling Championships
•2018 Gold Coast Commonwealth Games – potential (lead up events and team training)
•Toowoomba Masters Games and other mass participation events - potential

9. Conclusion:
•Since its implementation as a six month pilot project TRC’s Sports Tourism Project has had
significant success with a strong annual sports event portfolio already established;
•Sports Tourism is becoming more widely regarded as a niche sector of the tourism industry
that provides many opportunities and benefits for regional areas;
•Key sporting events already secured have the potential to build upon the region’s reputation
for hosting other significant events;
•Relationships established with state and national sporting bodies present opportunities to
secure future events;
•Sports Tourism is an area that Toowoomba Regional Council has identified as a sector that
should be nurtured and developed;
•Greater accessibility to the region will provide even greater opportunity in attracting events
to the region
•KEY TO CURRENT AND FUTURE SUCCESS IS THE MAINTENANCE OF STRONG
RELATIONSHIPS WITH KEY STAKEHOLDERS INCLUDING THE DEPARTMENT.

10. Conclusion:
•Since its implementation as a six month pilot project TRC’s Sports Tourism Project has had
significant success with a strong annual sports event portfolio already established;
•Sports Tourism is becoming more widely regarded as a niche sector of the tourism industry
that provides many opportunities and benefits for regional areas;
•Key sporting events already secured have the potential to build upon the region’s reputation
for hosting other significant events;
•Relationships established with state and national sporting bodies present opportunities to
secure future events;
•Sports Tourism is an area that Toowoomba Regional Council has identified as a sector that
should be nurtured and developed;
•Greater accessibility to the region will provide even greater opportunity in attracting events
to the region
•KEY TO CURRENT AND FUTURE SUCCESS IS THE MAINTENANCE OF STRONG
RELATIONSHIPS WITH KEY STAKEHOLDERS INCLUDING THE DEPARTMENT.