Tourists are spending more money in Ballarat than they were before the COVID pandemic.
According to Tourism Research Australia's National Visitor Survey for the year ending September 2022, total tourism spend in Ballarat has returned to 111 per cent of 2019 figures. In that time, the tourism industry delivered $610 million to the Ballarat economy.
The region also experienced a return of more than 2.3 million visitors, representing a 73 per cent recovery of pre-pandemic figures and overnight stays currently sit at 86 per cent of 2019 figures.
While this data shows recovery is heading in the right direction for Ballarat, the City of Ballarat acknowledges the important overnight visitor figures are currently less than that being experienced across some other regional Victorian cities, with both Bendigo and Geelong recovering quicker in the last two quarters of data released.
In the year ending September 2022, Ballarat hosted 725,000 domestic overnight visitors, while Bendigo hosted 928,000 and the City of Greater Geelong 1,354,000.
The statistics from the National Visitor Survey also showed domestic day trip visitors to Ballarat totaled 1,589,000 in comparison to Bendigo with 1,912,000 and the City of Greater Geelong with 3,090,000.
However, the data does reveal Ballarat is performing well where it benefits the community most, the average visitor spend.
City of Ballarat Mayor, Cr Des Hudson said with an average domestic visitor spend of $265, Ballarat is tracking better than other regional cities like Bendigo ($227) and Geelong/Bellarine ($243).
"What that means is that the people we're attracting to Ballarat are spending more money while they are here, an important factor when we look at long-term sustainable growth for the region," he said.
"Essentially, we need to continue to attract those that will stay longer and spend more money."
A number of key events expected to drive visitation have already been secured for 2023, including the return of the Ballarat International Foto Biennale and a new international exhibition at the Art Gallery of Ballarat which will be announced in the coming months.
"While we appreciate visitor numbers have significant room for recovery, our Visitor Economy, Marketing and Events Teams have already started work on reviewing and planning a sustainable long-term approach to support the sector into the future," Cr Hudson said.
"Ballarat locals are an important part of this story, with the visiting friends and relatives market making up almost 50 per cent of the region's visitation numbers.
"As a city, it is a great time for us to support our local visitor economy businesses and invite our friends and families to visit and show them what Ballarat has to offer."
To help Ballarat residents be the best host they can be, the City of Ballarat's Marketing Team is launching a new website later this month, In The Know - the ultimate guide to what's on and what's new in Ballarat.
