Roma’s Easter in the Country, to be held this year from 13-19 April, is considered the premier Easter event in southern Queensland.
A powerful five-day festival that packs a punch locally, it allows businesses the chance to leverage their marketing and to exploit the visitor’s dollar.
The aim, according to Easter in the Country committee president Jenny Flynn, is to underpin and drive the local economy.
She said it had a $2 million direct economic value to Roma, as well as many social and health benefits.
“The flow-on effect is powerful, not just via the visitor expenditure but also the event expenditure.”
Mrs Flynn said in her eight years as president she had tried to intsil a family-feel through the event, which consistently records strong return visitation.
“When I hear people say, ‘I’m definitely coming back next year, this event has the best feel’. It makes me happy. You can’t buy that,” she said.
“Many people attending hear of the event through word of mouth … the old bush telegraph.”
Based on Tourism and Events Queensland data, visitors to outback Queensland spend an average of $605 per trip.
And, Mrs Flynn said her committee was expecting somewhere in the vicinity of 12,000 visitors to Roma over the Easter weekend.
“There is something for absolutely everyone,” she said.
From the fast-paced rodeo, MPC Kinetic – Monster Easter Egg Hunt and races to the slower-paced art exhibition and open garden, the festival caters to all ages and interests.
“More than that, the not-for-profit organisations based in town use Easter in the Country as their major annual fundraiser,” Mrs Flynn said.
“It’s all about sustainability and viability.”
Roma Commerce and Tourism general manager, Debbie Joppich said Easter in the Country was Roma’s longest running festival.
It began in 1977 with the aim of bringing Roma “to life” at Easter and to raise funds for the local rugby league team to build a club house.
Mrs Joppich commended the committee for pulling the five-day event together and said, uniquely, its success relied on the effort of the community as a whole.
“It showcases our region as a place to visit but also as a great place to live and work,” she said.
“It also brings an injection of money to the region, which is a big boost to our local economy.
“Our businesses generally report an increase in spending, which directly and indirectly benefits the entire community.
“Service clubs such as the Lions, Rotary and sporting groups benefit from it as well.”
