SWEAT, tears, determination and triumph have helped put the small Noosa hinterland town of Pomona on the map.

Yesterday an estimated 10,000 people came together at the foot of Mount Cooroora for the Wimmers King of the Mountain Festival.

The challenge was gruelling, and the community support of each competitor was enough to lift the spirits of even the most intimidated athlete.

Since the Cooroy/Pomona Lions Club revived the Mount Cooroora race 36 years ago, the event has grown to cater for both racing's elite and the local community.

Heritage markets, the Cooroy Rag Animal Farm, amusement rides, live music and races for all ages and abilities are as much a part of the day as the main event.

Stephen Hilditch, a community campaigner for Pomona, has attended the festival for the past 17 years and said it was all about "the kids, family and the community".

"It's evolved from a simple race with a few people to a huge community event drawing all those hinterland communities together," Mr Hilditch said.

He said while some businesses closed up shop for the day to volunteer, the others enjoyed an influx of customers eager to see what the town had to offer.

Pomona Bakery and Patisserie shopfront manager Mitchell Hooymans said the store had had customers from as far as the United States stop in and grab a coffee and a doughnut before taking on the mountain.

"An event like this ... gets a lot of tourists into the town to check out what Pomona has to offer," Mr Hooymans said.

About 100 brave competitors signed up for the Bendigo Bank International Mountain Challenge, which festival chairperson Heather Manders said was not for the faint of heart.

"I think people who find out about the race are quite excited because it's a challenge for them," Ms Manders said.

"It's a gruelling climb and even the descent down is pretty steep. It takes skill and courage."

For the second year in a row, Ben Duffus was crowned King of the Mountain with an impressive time of just over 23 minutes, shaving one minute off his 2013 time.

Helen Roundtree, winner in of last year's women's open category, returned to Pomona to retain her crown and came out on top with first place.

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