Beef 2021 delivers record economic impact

Beef 2021 study confirms record financial impact and foot traffic

Beef Australia 2021
Research suggested the average person visited Beef 2021 on 2.81 days. Photo: Lucy Kinbacher

Research suggested the average person visited Beef 2021 on 2.81 days. Photo: Lucy Kinbacher

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Research suggested the average person visited the event on 2.81 days.

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An independent report has revealed Beef 2021 generated $94.0 million in direct and incremental expenditure for Greater Rockhampton Region and $59.5 million for Queensland.

Despite the world being in the throes of the COVID-19 epidemic, Beef 2021 was meticulously analysed with scenario planning, and what would happen for industry, economy and community if Beef Australia didn't go ahead.

Beef Australia Chairman Bryce Camm said it was decided it was too big a responsibility to the industry and community not to try and make it work.

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It proved a highly beneficial decision.

"It was a calculated risk to forge ahead but not only was Beef 2021 staged without any COVID-19 exposure, it was a record event, in terms of attendance, media publicity and now we can report record economic benefit for both the region and state," he said.

The event attracted 115,866 attendees to Rockhampton, 15 per cent more than 2018. Photo: Lucy Kinbacher

The event attracted 115,866 attendees to Rockhampton, 15 per cent more than 2018. Photo: Lucy Kinbacher

Federal Member for Capricornia Michelle Landry congratulated organisers for another record-breaking Beef Australia event.

"It is fantastic that 115,866 people attended Beef 2021," she said.

"The week connected beef producers, agribusiness, industry experts and international trading partners while also showcasing the Greater Rockhampton Region."

IER was engaged by Beef Australia to undertake the economic and social impact research and surveyed close to 3000 attendees and exhibitors in the month following the event.

Beef Australia 2021 was held from May 2-8 and attracted 115,866 attendees to Rockhampton, 15 per cent more than 2018.

Research suggested the average person visited the event on 2.81 days.

Off the attendees, 26 per cent were from the Rockhampton region, 46 per cent from the rest of Queensland, 27 per cent from interstate and one per cent from overseas.

A massive 93 per cent of attendees agreed that Beef 2021 provided a great platform for the promotion of Australian beef industry capability and the place where the beef industry meets.

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