Ballarat's image is getting a refresh, with a new campaign set to launch in August 2026, backed by a $250,000 grant from the Victorian Government's Regional Tourism Fund.
This matters now because Ballarat is looking to diversify its economy and reduce its reliance on traditional industries like manufacturing. The city's tourism sector is seen as a key growth area, with attractions like Sovereign Hill and the Ballarat Art Gallery drawing visitors from across the state. However, the city's image has been slow to change, with some potential visitors still perceiving it as a former industrial town rather than a vibrant cultural hub.
Locally, the new campaign will focus on promoting Ballarat's unique blend of history, culture, and natural beauty. The campaign will highlight the city's iconic landmarks like the Arch of Victory and Lake Wendouree, as well as its thriving arts scene, which includes the Ballarat International Foto Biennale and the Art Gallery of Ballarat. The campaign will also promote the city's surrounding towns and villages, such as Daylesford and Creswick, which offer a range of boutique accommodation options and tourist attractions.
Data-Driven Decision Making
According to data from the Australian Bureau of Statistics, Ballarat's tourism sector generated $436 million in revenue in 2020-21, up 10% on the previous year. The city's accommodation sector also saw a significant increase, with the average nightly rate for a hotel room rising to $143, up from $128 in 2019-20. The new campaign aims to build on this momentum, with a target of increasing tourism revenue by 15% over the next two years. To achieve this, the campaign will focus on digital marketing, with a budget of $120,000 allocated for social media advertising and website development.
As the campaign gets underway, locals and visitors alike will be able to track its progress through a range of metrics, including website traffic, social media engagement, and visitor numbers. The City of Ballarat will also be monitoring the campaign's impact on the local economy, with a focus on measuring the increase in tourism revenue and the number of new businesses and jobs created. With its rich history, vibrant culture, and stunning natural beauty, Ballarat is poised to become one of Victoria's top tourist destinations, and the new campaign is an exciting step in this direction.
