WINNERS were grinners at the Noosa Triathlon Multi-Sport Festival on the weekend and even those who didn't lace up to compete were beaming.
Cafes were full to the brim, accommodation houses were booked out and retail outlets were bustling as more than 20,000 people flocked to Noosa for the 33rd annual event.
The event attracted more than 12,000 competitors with many bringing a support crew of at least two.
Noosa Chamber of Commerce president Peter Chenoweth estimated the event injected more than $2.5 million into the economy - and that was a conservative estimate.
Mr Chenoweth said usual calculations factored in an average spend of $100 a head for one day.
"The reality is though that the average duration of their stay would be a lot longer than that and the average spend would also be a lot higher," he said.
"We will see a lot of return visits, providing ongoing benefits, because people have had a very good experience here."
Mr Chenoweth said he had gone to the event to take in the sights and it was "the biggest I've ever seen it."
"The buzz in the town was just extraordinary," he said.
Mr Chenoweth said it was no overstatement to say the mass of social media engagement of competitors and their social networks had taken Noosa around the world.
"The value of that in free branding and promotion is truly significant," he said.
"It's a tremendous boost for the shire and a tremendous boost for the small businesses which engage the competitors and their support teams while they are here."
Tourism Noosa CEO Damien Massingham, who was also a triathlon competitor, said the move to Noosa Main Beach had brought many more people out to spectate and share their experience on social media.
"Those images beamed around the world showcased not only Noosa's natural assets, but one of our fantastic events," he said.