Tourism spending in Ballarat reaches record high

Visitor expenditure in Ballarat has surpassed pre-COVID benchmarks, with the city’s annual visitors spending a record $663 million.

The latest Tourism Research Australia data released today showed domestic visitor expenditure for the year ending March 2023 exceeded the 2020 pre-COVID peak of $490 million.  

The research also revealed overnight and day trip visitation over the 12-month period shows continued growth, with a total of 2.6 million visitors choosing to holiday in Ballarat.

722,000 visitors stayed 1.5 million nights and spent $369 million in Ballarat, an increase of 27 per cent on the previous year. Meanwhile, 1.9 million day trip visitors, an increase of 37 per cent on the previous year, spent $294 million in-region. 

Comparatively, overall figures show Ballarat is lagging behind other regional Victorian cities.

City of Ballarat Mayor Cr Des Hudson said while year-on-year growth was a sign recovery was still tracking in the right direction, he acknowledged there was still work to be done to support industry as the city moved through a challenging environment. 

“On one hand, results show increased activity across the visitor economy, but we recognise the current cost of living and workforce pressures continue to present varying challenges that require a strategic and measured approach,” he said. 

“Encouraging visitors to stay longer and do more has significant benefits for the region and is something we will continue to focus our energy on.”

The tourism figures have been supported by a strong calendar of events, including Ballarat Begonia Festival which drew crowds of more than 65,000 across three days in March. Events continue to lure visitors to the city, with more than 100,000 people expected to visit Sovereign Hill for Winter Wonderlights as part of the Ballarat Winter Festival.

Tourism Research Australia's 2023 year-ending June data is expected to be released in September.