By Kerry Larsen

Up to 3000 athletes may compete when Challenge Cairns returns to the Douglas region next June, resulting in huge international exposure of the Douglas region, according to Tourism Port Douglas Daintree executive officer, Doug Ryan.

Mr Ryan said the 1500 athletes from 17 countries who took part in Sunday's event were hugely impressed with the region, the scenery and the support of locals cheering them on along the streets of Port Douglas.

"Some of the international riders said it was one of the best rides anywhere in the world with the beautiful scenery, the course and the support, they can't wait to come back again," Mr Ryan said.

While numbers of spectators in Macrossan Street were down on expectations, questions are being asked as to whether Port Douglas fully embraced the event.

And with 12 months of preparation time until the next Challenge Cairns, Mr Ryan admits there is now an opportunity to capitalise on better local promotion.

"In reality, we only had about six months lead-in time to prepare for this event," he said.

"There were a couple of issues, one being information going out late, mostly regarding road closures. I think some people assumed that all roads were closed into Port Douglas and that would have kept spectator numbers down.

WATCH THE VIDEO OF PORT DOUGLAS LOCALS CHEERING ON THE ATHLETES (top left)

"We can certainly improve promotion and I spoke with the USM guys last night (event organisers USM Events) about better exposure in the coming years.

"Next year we will tie in the event with the last week of Carnivale to get booking numbers up and this will boost the shoulder season.

"We have a large number of bookings this week, as some of the athletes are coming to stay in Port Douglas, including Rebekah Keat, who is bringing her family a week's holiday.

"We (TPDD) will really be getting the athletes on side for next year, and if we get 3000 coming to the region, that's a lot of family and friends who will be coming with them."

Mr Ryan said the upcoming television broadcasts of the event will give the region huge exposure, after the weather turned on a picture-perfect representation of Far North Queensland.

"I've seen some of the vision and it looks great," he said. "When it's telecast domestically on the 25th (June) and then goes international to 40 countries, it's going to be a great advertisement for the region."

Do you think Port Douglas embraced Challenge Cairns, or did road closures sour the event? 

Editor's Comment: Challenge Cairns represented a great opportunity for Port Douglas to promote itself to the world. I had envisaged the streets being lined with people ala the Tour de France, however even at the turning point in Macrossan Street there was only a handful of people for much of the day.

"Late notice" of road closures are being used as an excuse, but the course was all but finalised in October last year. We reported in the article 'Port to benefit from Challenge' (26 October, 2010) a quote from Mr Ryan saying "The course is 90% finalised. The proposed course will see riders come up the Captain Cook Highway to Old Port Road and into Davidson Steet. They'll turn into Macrossan Street and then left into Wharf Street, do a U turn, and go back down the Captain Cook Highway to Cairns. Riders will do this twice. "

Surely there was enough time to advise residents what was happening, and also to promote the event locally to create enthusiasm. Businesses in Macrossan Street could have offered local specials to entice people into town (which is a leisurely stroll or cycle even if you live in Port Gardens).

Although this is only the event's first year, the atmosphere did not do much for the town. USM Events (the Challenge Cairns organisers) did their bit, but whose responsibility was it to make sure Port Douglas presented itself well? Council? TPDD? Chamber of Commerce? Residents? If six months is too short a time to get ourselves ready for an event of this magnitude maybe we don't deserve another opportunity.

I only hope we get the chance to redeem ourselves.