REDLANDS has overtaken Melbourne as the most popular Australian city to host Harry Potter: A Forbidden Forest Experience, with organisers revealing the event has attracted more than 100,000 visitors since opening.
The milestone comes as South East Queensland cements its reputation as a major destination for large-scale cultural and tourism events, with the Redlands location proving a hit for its natural setting and easy access for interstate and international visitors.
“As of Sunday, we tipped over the 100,000-ticket sales mark, which is timely – and we’re actually ahead of Melbourne at the equivalent point,” said IMG Senior Director of Events Paul Mudge.
“We’re projecting an even bigger run than last year.”
The immersive night-time trail, staged at Sirromet Wines at Mount Cotton, allows guests to wander through a forest inspired by Hogwarts, encountering Harry, Hermione, Hagrid and scenes from the beloved books and films.
“It’s an after-dark, multi- sensory walk through the forest, set on the grounds of Hogwarts. You move through different scenes inspired by the books and films – meeting beloved characters, coming face-to-face with Harry, Hermione, even Hagrid,” Mr Mudge said.
The event’s popularity is drawing crowds from across the country and abroad.
“Roughly 20 per cent are interstate, and about 3 per cent are international – a good portion from New Zealand, plus visitors from around the world. “The other 80 per cent are Queenslanders, with lots coming from Brisbane, the Gold Coast and the Sunshine Coast,” Mr Mudge said.
Sirromet Wines CEO Risko Isic said the event was also having a major economic impact on the region.
“It’s meaningful. There’s increased employment, local procurement across weekends and weekdays, and a lift for nearby businesses – accommodation, dining, transport, the lot. The ripple effect across the Redlands and South East Queensland is very real,” he said.
The Redlands location has been key to the event’s success, Mr Mudge said.
“Redlands is spot on: easy for Brisbane, but also accessible from the Gold Coast and the Sunshine Coast,” he said.
“In Melbourne we were at a beautiful site by the bay, but getting across the city was a real trek for some.
“Here, you’ve got that balance of natural beauty and accessibility.”
The event is currently on sale through September, but organisers expect to extend the season into October.
“On busy nights we can push around 3500 people through the trail,” Mr Mudge said.
