Nathan Haas has won stage one of the Herald Sun Tour, which finished in Sturt Street this afternoon.

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Crowds have started lining Sturt Street to welcome the Herald Sun Tour to town.

Cyclists are just 10km from Ballarat's CBD, with workers, families and cycling fans making the most of the sunshine.

Ballarat Tourism chief executive George Sossi said the event was fantastic for local tourism, especially with cyclists staying overnight ahead of the next stage of the tour tomorrow.

"The event has given us national media exposure," Mr Sossi said.

"Ballarat has solidified itself as the home of road cycling."

Ballarat locals Tom Cook and Chris Arnold spent their day off watching the race with their dog Boss.

"We're huge cycling fans, events like this are great for Ballarat," Mr Arnold said.