Council launches “Magic Makers” program
Published on 02 September 2026
Mackay is rolling out the Magic Makers Program as the region prepares to welcome thousands of Disney, Marvel and Star Wars fans from December 4, 2026.
The Magic Makers Program is a new initiative designed to help local businesses harness the enormous opportunity created by Disney: The Exhibition – A Century of Magic, which is opening at the Mackay Entertainment and Convention Centre (MECC).
As the first Australian location to host the world‑renowned exhibition, Mackay is set to welcome thousands of visitors from across the country and overseas.
Early modelling forecasts a $14 million economic boost and more than 38,000 domestic day visitors, injecting significant spend into local tourism, hospitality, retail and service sectors.
Mackay Regional Council Mayor Greg Willaimson said the exhibition was one of the biggest visitation opportunities Mackay had seen in years.
“Disney: The Exhibition – A Century of Magic coming to Mackay has already garnered plenty of headlines,” Mayor Williamson said.
“There were more than 98 news stories published locally, nationally and internationally, and our modelling indicates that’s more than 40 million people who have now heard that Mackay is the place to visit if they love Disney, Marvel and Star Wars,” he said.
“The Magic Makers Program is our way of working with local businesses so they can best capitalise on this publicity and influx of visitors.”
He said Mackay businesses were already helping to spread the excitement.
“Mackay Isaac Tourism businesses, the Chamber of Commerce and plenty of our City Centre and Waterfront traders are already helping to build the hype around this event and we’re aiming to extend that to any business in our region interested in getting involved.
“Event signage is appearing all over town and I’ve seen plenty of Mickey Mouse ears being worn.”
The Magic Makers Program invites local businesses of all sizes and industries to get involved by creating offers, experiences or activations that complement the exhibition period from December 2026 to May 2027.
Participation is free, simple and open to any business in the region.
Mayor Williamson encouraged businesses to get creative with their offers.
“While businesses cannot use Disney characters or intellectual property due to global licensing restrictions, they can leverage the excitement and increased visitation through creative, themed or experience‑based offerings,” he said.
“Salons could offer princess packages, hotels could offer bundled stays with shuttle services to the exhibition, hospitality venues could offer some themed craft in their kids’ areas or themed trivia nights – there’s plenty of options.
“This is a once‑in‑a‑generation opportunity for Mackay.
“By working together, we can make our region the most magical place in Australia during the exhibition period.”
All registered and approved Magic Makers will be featured in the Most Magical Place in Australia campaign, which will be promoted from October onward, giving businesses ample time to prepare creative offers that enhance the visitor experience.
By registering, businesses will receive:
- Free promotion on a dedicated web page and map reaching visitors and locals with offers and attractions.
- Professionally designed signage for in-store/business use, including window decals, social media graphics and point of sale displays at no cost.
- Free Magic Makers promotion in marketing through radio, digital billboards and social media.
- Access to potential workshops to learn strategies and ideas for maximising business impact during the event.
Businesses can register now via the council website at https://bit.ly/MagicMakersMackay
A stakeholder kit is also available, providing ready‑to‑use promotional tools to help operators start spreading the word immediately.