FRANKSTON — Frankston City Council has unveiled a blockbuster 2025–2026 events calendar under its Destination Event Attraction Program (DEAP), with returning crowd favourites and a new regional event set to draw tens of thousands of visitors to the area.
Announced on 25 July, the program confirms the return of the Carlsberg Beach Club, the Australian Sand Sculpting Championships and the Frankston Swim Classic — three standout events that attracted over 43,000 attendees last season and are projected to inject $4.1 million into the local economy in the coming year.
Funded through Council’s Destination Events Strategy 2023–2028, the DEAP provides up to $150,000 in support per event to established event producers, creatives and collaborators who bring large-scale, inclusive and high-impact experiences to Frankston. The strategy aims to celebrate the city’s natural beauty and active community spirit while bolstering its visitor economy.
A Growing Events Powerhouse
According to the Mornington Peninsula Regional Tourism Board, Frankston welcomed over 1.15 million visitors in 2024 — a dramatic increase from pre-COVID figures of around 800,000 — with tourism contributing $180 million to the local economy. Council credits the rise in part to its expanding major events calendar, which also includes the Waterfront Festival, South Side Festival, Christmas Festival of Lights, Little Beauty Market, and elite AFLW matches.
Deputy Mayor Cr Steffie Conroy said the DEAP continues to cement Frankston’s reputation as a destination for all demographics.
“Young families flocked to the Australian Sand Sculpting Championships earlier this year, whilst visitors from across Melbourne couldn’t get enough of the Carlsberg Beach Club,” Cr Conroy said.
“The Frankston Swim Classic is an incredible inclusion in the program, appealing to all ages and offering the chance to unite our community in the spirit of healthy fun and friendship that we cherish in Frankston City.”
What’s On: Highlights of the 2025–2026 DEAP Line-Up
Carlsberg Beach Club
Dates: Fridays to Sundays, 19 December – 29 March
Back by popular demand, the Carlsberg Beach Club will once again transform the Frankston Pier precinct into a stylish seaside social hub reminiscent of Europe’s summer hotspots. The pop-up activation features live local DJs, curated food and drink options, and chic décor — all against the backdrop of Port Phillip Bay.
Australian Sand Sculpting Championships
Dates: 3–27 April 2026
Following its triumphant return in 2025, the only national sand sculpting competition in Australia will again be hosted at the Frankston Waterfront. The 2026 edition promises even more, with top sculptors from around the world competing in solo and doubles categories.
Visitors can enjoy live carving demonstrations, sculptor Q&As, workshops, mini golf, photo installations, and children’s entertainment. New to the program is the Frankston Beach Sand Sculpting Championships for families and amateur artists, broadening community involvement. On select nights, sculptures will be lit up for special after-dark sessions featuring music and pop-up bars.
Frankston Swim Classic
Dates: Part of the Waterfront Festival weekend
This rapidly growing event brings together over 600 swimmers and just as many spectators for a morning of aquatic challenge and celebration. Participants of all ages and fitness levels can compete in multiple swim distances or cheer on family and friends from the Frankston Yacht Club. With its strong ties to the city’s wellness culture, the Swim Classic reflects Frankston’s reputation as an active, health-focused community.
More to Come in 2026
Council also confirmed that a new DEAP-supported event will be launched outside the Frankston CBD next year, designed to further broaden the program’s reach and appeal. Details are expected to be announced later in 2025.
As part of the 2025–2026 budget, Frankston City Council has increased its overall major events and festivals funding by $80,000, demonstrating its commitment to cultural and economic vibrancy.
For updates and event details, visit imaginefrankston.com.au
