Council has adopted the Bendigo Easter Festival Action Plan 2026-2030, outlining a long-term vision to build on the success of the iconic event, attract more visitors from Melbourne and across Australia, and elevate its national and international profile.
Starting from humble beginnings as the Bendigo Easter Fair in 1871, the Bendigo Easter Festival has evolved into one of Australia’s longest continuously running community festivals, attracting around 80,000 attendees annually while maintaining strong community involvement and civic pride at the heart of its success.
Recent data highlights the Bendigo Easter Festival is bringing more money into the local economy than ever before. In 2026, visitors and residents spent a total of $22.75M, representing an eight per cent increase since 2024*.
Mayor Cr Thomas Prince said the findings are significant with great potential to increase growth further, particularly in the visitor economy.
“The four year Action Plan is all about taking the Bendigo Easter Festival to the next level. By attracting more visitors and strengthening its appeal as a destination event, the plan aims to deliver even greater economic and community benefits while raising Bendigo’s profile nationally and internationally.”
A review of City Advisory Committees in 2024 found that the Bendigo Easter Festival Reference Group had achieved its purpose in supporting the festival’s transition from a volunteer-run event to a major event delivered by the City. With other ways for key stakeholders to provide input now in place, there is no longer a need for a dedicated reference group.
There will still be more opportunities for stakeholders and community members to contribute to the planning and delivery of the festival, including the co-design of key celebrations through annual project-based working groups.
The Bendigo Easter Fair Society will continue its valuable role as custodians of the homegrown festival.
Bendigo Easter Fair Society President Simon Mulqueen welcomed the four-year action plan.
“The Bendigo Easter Festival remains as strong as ever and plays an important role in defining Greater Bendigo’s cultural identity, building civic pride and enhancing visitor appeal,” Simon said.
“It was wonderful for the Bendigo Easter Fair Society to celebrate its 100th anniversary at this year’s festival which included the popular return of Violet the Kewpie doll to the Rosalind Park piazza and a great lineup of Society-supported live entertainment events.
“We look forward to continuing our collaboration with the City to celebrate and showcase this important community event for years to come as custodians of the festival.”
The Bendigo Chinese Association is a key partner in delivering significant cultural events as part of the festival program including Awakening of the Dragon and the Easter Sunday Gala Parade.
Bendigo Chinese Association President Doug Lougoon welcomed the new strategic approach to strengthen and grow the festival.
“We are incredibly proud of the passionate volunteers whose dedication and community spirit have helped make it such a success over many generations,” Mr Lougoon said.
“The Association strongly supports the new action plan, which creates exciting opportunities to grow the festival, engage more local businesses, strengthen community participation and share Bendigo’s unique Chinese heritage with even more visitors from Melbourne, Sydney and beyond. These communities have strong cultural connections to the festival, and we look forward to building on those ties into the future.”
The four-year action plan outlines eight strategic directions focused on visitation growth, community participation, destination marketing, business development, sustainability, governance, operational excellence, and visitor experience.
*Source: SpendMapp data, City of Greater Bendigo, May 2026.
