The city was recently voted Australia’s best regional holiday destination as part of the 2016 Out and About with Kids Best of Family Travel Awards. 

The city’s family-friendly events and attractions helped Ballarat edge a lead over the likes of other popular regional cities such as Byron Bay, Phillip Island and Tamworth.

Visit Ballarat CEO Noel Dempsey said an extensive amount of work went in to ensuring Ballarat was on every Australian family’s list of holiday destinations.

“Ballarat locals have long known how great our city is. It seems now the secret is out and we’re not surprised, 2.5 million visitors to Ballarat each year can’t be wrong,” he said.

“This is a great indication that tourism is working.” 

Mr Dempsey said visitation numbers continue to grow, with increases of 10 per cent over the last year.

“Forty-one per cent of Ballarat’s visitation comes from visiting friends and relatives, so families are a lucrative market,” he said.

“Families have a fantastic experience in Ballarat and tell all their friends, they return and bring extended family.”

He said key attractions across the city which appeal to families was the city’s best selling point.

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“There is no other regional city like Ballarat. As Winter Wonderlights has just shown again, Sovereign Hill is the jewel in our crown when it comes to family offerings, backed by fantastic attractions including Ballarat Wildlife Park, Sovereign Hill, MADE and the Art Gallery of Ballarat,” he said.

“Word of mouth and social media are our strongest marketing tools, and they communicate directly to a family audience. We’ll continue to grow this market as Ballarat continues to grow as a fantastic holiday destination.”

Mr Dempsey said tourism contributed $575 million to Ballarat’s economy each year, making it the sixth biggest industry for employment in the city.

“An award like this helps to cement our place as the leading family holiday destination in Australia, which means families will continue to visit, spending more than $100 per head per day, and our businesses will continue to benefit.” 

Records are set to made at Sovereign Hill with only days remaining in their popular Winter Wonderlights event.

Sovereign Hill’s director of marketing Garry Burns said the outdoor museum was on track to deliver its largest event in its 46 year history, with more than 90,000 visitors walking through their doors this July,

“This is a record-breaking event for Sovereign Hill and we’re thrilled to deliver a highly innovative event each year that brings enormous economic benefit to the city of Ballarat, and delighted with the response that has seen us welcome visitors from all over regional Victoria and indeed Australia,” he said.

“We’ve been absolutely amazed at how visitors from all over the country and around the world have embraced our Winter Wonderlights event this year. 

“We really took our event to the next level by turning Sovereign Hill into the most spectacular yuletide experience, using the incredible talents of Electric Canvas to light up the township like never before.”

Mr Burns said in the past June and July have always been a challenge because of Ballarat’s perception as a place too cold to visit.

“Our Christmas in July Winter Wonderlights event has completely changed all of that. People are willing to embrace the cold weather and have a truly unique Christmas in July experience

“We’ve absolutely transformed this time of year and our event has established itself as one of the key events in Victoria.”

With the event establishing itself as the outdoor museum’s signature mid-year event, Mr Burns said visitors can expect a return next year.  

Sovereign Hill’s Winter Wonderlights event concludes on July 24.