Some business owners said it was not as busy as expected for the first weekend since the regional and metropolitan divide was lifted, but they were excited for the weeks to come.

Hepburn Lagoon Trail Rides owner Kieran Prendergast said his bookings were 90 per cent full over the past four days but he was already fully booked for next weekend.

"This weekend was not as busy as I would have expected," he said.

"I reckon a lot of people in Melbourne have elected to see their family rather than go away this weekend.

"With Melbourne Cup a lot of people probably have barbecues and things on in Melbourne."

Mr Prendergast said it was a different response to the first time Melburnians were released from lockdown last year.

"Then it went bang and there were a lot more people looking to do things and a lot more money around. The travel vouchers helped too," he said.

"This time it hasn't bounced back as strongly but next weekend will tell a different story.... the phone has been ringing hot which is good."

Tuki Trout Farm owner Robert Jones said he agreed tourism this weekend was 'moderate' with Melburnians prioritising catch ups with family, but he was appreciative of the good weather and extra customers.

"It was very clear when they were locked down that Melbourne has a huge impact for country Victoria. They have a big expendable income," he said.

"The uptake was immediate with accommodation, people needing to get away for a break into the country. It has been a very positive response.

"There are more bookings for the coming weekends and they are all flowing in now coming into the Christmas period."

RELATED COVERAGE: Families reunited as restrictions on travel ease

Mr Jones said people had also been enjoying dining in the restaurant and fishing for trout on the farm.

Ballarat Regional Tourism chief executive Sarah Myers said Ballarat 'sparkled' with 'perfect' spring weather to welcome visitors.

"The lake and gardens precinct was buzzing, as was the CBD," she said.

"Businesses were enjoying the increased foot traffic with venues such as Mitchell Harris Wine Bar booked out across the weekend.

"There was evidence of Melburnians taking a long weekend, with The Provincial Hotel rooms booked out Sunday night.

"However some businesses have struggled to open with longer hours due to staff shortages.

"Sovereign Hill has enjoyed having visitors from across Victoria again, however it was quieter than hoped.

"We suspect people have been prioritising reconnecting with family and friends, but overall it was a very positive start to the recovery for the visitor economy."

RELATED COVERAGE: Region comes alive for the long weekend as Melburnians return

City of Ballarat mayor Daniel Moloney said it was exciting to see the streets of Ballarat bustling with people again.

But it was sad the timing of the storms on Friday meant visitors could not enjoy the Lake Wendouree and Ballarat Botanical Gardens precinct as normal.

The Ballarat Botanical Gardens remains closed due to storm damage.

"A lot of people come to Ballarat just for the lake and gardens precinct, then go out to visit businesses for food and entertainment afterwards," Cr Moloney said.

"Walking around the lake at the moment it is still pretty messy, there are a couple of locations where there are still trees down and still a lot of debris working our way through clearing. It will take a few weeks to clean it.

"Our gardens are some of the most incredible gardens in the state. To have them shut for at least next week is really hard on visitation, especially on a four day weekend for a lot of people and when the weather is beautiful."

Federation University Associate Professor Dr Elisa Zentveld is a world-leading expert in the visiting friends and relatives (VFR) tourism market.

She said Ballarat could better capitalise on the visiting friends and relatives market through specialised and targeted marketing.

"People will want to have quality time with those friends and family they are reconnecting with. Messages to target that desire will be important," she said.

"For example, dining discounts when dining out or ordering take away to ensure more time is spent with those visiting friends and relatives rather than cooking and cleaning up.

"The key point to reaching the VFR travel market, is that VFRs rely on the advice from the locals they know who live in the region they plan to visit.

"Therefore, marketing has to be done differently to reaching any other tourism group. Tourism marketing is always reaching outside the region.

"However, VFRs will be seeking advice from the local residents and therefore the information needs to be internal to the region.

"It's also useful to remember that VFRs do not necessarily stay at a local resident's home and many use commercial accommodation.

"Therefore, it is helpful to have marketing messages so that locals can provide recommendations to VFRs who are looking to stay in commercial accommodation."

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