Tourism

Tourism plays an important role in Ballarat's economy and is a growing industry. Tourism Research Australia data for the year ending December 2008, show that Ballarat, as a sub-region of the Goldfields, attracted more than 518,000 domestic overnight visitors, 18,257 international visitors and more than 1.4 million day trippers.

The average spend per visitor night is $220 and the average length of stay is 2.4 nights. The key high yield domestic markets include; Melbourne (54%), Regional Victoria (31%), interstate (16%). The key international markets include; Europe, New Zealand, United Kingdom, Asia and North America.

The key product strengths of Ballarat have been identified as History and Heritage, Art and Culture, Gardens and Major Events.

The identified investment opportunities for the City of Ballarat include the establishment of boutique accommodation associated with heritage, and the development of tourism infrastructure and product to capitalise on the Arts and Cultural Precinct and Lake Wendouree Precinct. Also, high quality accommodation integrated with conference, convention and expo facilities are still required to fully maximise opportunities.

Tourism is worth approximately $335 million per annum to the local economy, underlining the continuing importance of the sector to Ballarat.

Tourism is also an important employer in Ballarat, with a local workforce of 2,013 people employed in the accommodation, cafes and restaurants servicing the sector. In addition it should be noted that visitor expenditure provides significant support to local retailers.

Some of the key attractions in the Ballarat region include:

• The Art Gallery of Ballarat
• Ballarat Bird World
• Ballarat Tramway Museum
• Ballarat Wildlife Park
• The Eureka Centre
• Her Majesty's Theatre
• Kirrit Barreet Aboriginal Art & Cultural Centre
• Kryal Castle
• The Lake Precinct including the Ballarat Botanical Gardens
• Sovereign Hill and Blood on the Southern Cross
• Wineries

Ballarat is readily accessible from all parts of Victoria via an excellent highway network and is just over one hours drive from Victoria's two major airports. Many visitors find Ballarat is the perfect base to explore other regions such as a journey around the Great Southern Touring Route (taking in the Great Ocean Road, Geelong and the Grampians National Park) or to discover historic townships in the Goldfields region.