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Visitor Economy

White Night Ballarat
Visitor Economy

The Ballarat region is one of Australia’s premier tourism destinations.

In Ballarat, history comes to life. It is the home of Australia’s first civil uprising, the 1854 Eureka Rebellion, which heralded the birth of democracy in Australia. Visitors can view the original Eureka Flag at the Eureka Centre, walk through history following the Eureka Trail and explore the world-famous Sovereign Hill - an open-air museum recreating the Ballarat goldfields of the 1850s.

Ballarat also hosts an action-packed annual events calendar with music festivals, sporting competitions, gourmet food and wine events, and unforgettable cultural experiences.

Our attractions and experiences draw visitors from across Australia and internationally, with more than 3.36m visitors travelling to the city in 2019, injecting $613m into the local economy (Source: Tourism Research Australia, 2020).

The key product strengths of Ballarat have been identified as history and heritage, art and culture, gardens, and major events.

Ballarat is readily accessible from all parts of Victoria via an excellent highway network and is just over a one-hour drive from Victoria’s two major airports. Many visitors find Ballarat is the perfect base to explore the region, the perfect stopping point on their journey around the Great Southern Touring Route, the Great Ocean Road, Geelong and the Grampians National Park; or to discover historic townships in the Goldfields region.

The sector is also an important employer, with a local workforce of 3,010 people employed as a direct result of travel related activities in the accommodation, cafes and restaurants cluster. (Source: REMPLAN, March 2020).


In early 2020, the City of Ballarat commissioned a new Traveller Experience Plan (TEP) that marks a new approach to attracting visitors to Ballarat – one that focuses on curating experiences that are authentic, connecting, memorable and worth sharing with visitors. The TEP will provide recommendations for both product and industry development, and marketing/branding initiatives.

The visitor economy across Ballarat and the globe is facing significant change with growing expectations of authentic experiences and new and interesting product offerings.  Art and homeware hotels, technological change and the iTourist, access to new data and insights, changing social attitudes, music festivals, changing travel patterns (nomadic sabbaticals) and improving access on the top of everyone’s wish list

Never has there been a more dynamic time for the development of and investment in Ballarat’s visitor economy.

Call our team today, to discuss strategic opportunities in this sector.

Sovereign Hill Visitor Economy Art Gallery Ballarat

The City of Ballarat acknowledges the Traditional Custodians of the land we live and work on, the Wadawurrung and Dja Dja Wurrung People, and recognises their continuing connection to the land and waterways. We pay our respects to their Elders past, prese​nt and emerging and extend this to all Aboriginal and Torres Strait Islander People.

© 2019 City of Ballarat. All rights reserved