Leveraging Events: Turning Visitation into Business Growth

Ballarat is set for a run of events over the start of 2027, bringing thousands of visitors to the region and creating opportunities for business and industry.

This free online industry briefing will help local businesses understand what's coming, who is visiting, and how they can position themselves to make the most of the increased visitation.

Hear from event and industry as they unpack Ballarat's upcoming events calendar, expected visitor markets, capacity forecasts and the commercial opportunities associated with key events. You'll also gain insight into the continuing evolution of the Ballarat Marathon and learn how businesses can actively participate and maximize the benefits of one of the region's fastest-growing events.

This session is designed to move beyond awareness and provide practical ideas that businesses can implement immediately, from targeted promotions and package development to extended trading opportunities, collaborations and visitor-focused experiences.

Topics include:

• Ballarat's major events calendar from January to April

• Who is coming and what visitor segments to expect

• Projected visitation and business impacts

• Emerging opportunities across the visitor economy

• The growth and future direction of the Ballarat Marathon

• Practical ways businesses can engage with events and attract event visitors

Whether you're a café, restaurant, accommodation provider, retailer, attraction, tour operator or tourism business, this session will help you prepare early and capitalise on what is shaping up to be a strong events season for Ballarat.

Who should attend?
Businesses operating within Ballarat's visitor economy, including hospitality, accommodation, retail, tourism, attractions and experience providers.

We look forward to having you attend the event!