Ballarat has once again cemented its reputation as one of Victoria’s premier winter destinations, with the 2026 Ballarat Winter Festival drawing strong crowds and delivering significant benefits for local tourism and hospitality businesses.
A standout feature of this year’s festival was the Hot Chocolate Showdown, which continued its rapid growth in just its second year. The competition encouraged visitors and locals to explore Ballarat’s thriving café, restaurant and hospitality scene, with businesses reporting increased visitation and strong sales throughout the three-week festival period.
Festival by the numbers
- ☕ 32,413 hot chocolates sold across 30 participating businesses
- 📈 More than double the number sold in 2025
- 🗳️ 5,663 public votes submitted for the People’s Choice awards, up from 1,722 in 2025
- ⛸️ More than 18,000 skaters enjoyed the ice rink alongside Ballarat Town Hall
- 🐾 2,000+ attendees enjoyed Bluey’s appearances at Her Majesty’s Theatre
- 🎨 More than 1,300 tickets sold for HIDDEN, the immersive contemporary art experience at Civic Hall
The Ballarat Chocolate Experience Store was crowned the winner of the 2026 Ballarat Hot Chocolate Showdown for its Caramel Indulgence Bomb, while Kilderkin Distillery took out the award for Best Alcoholic Hot Chocolate with its creation, Butter Me Up!.
The event also delivered a measurable economic boost for participating businesses. Some operators reported up to five times their usual hot chocolate sales during the competition period. Salty Sparrow Café, for example, increased production from around 450 hot chocolates during a typical three-week period to more than 2,200 throughout the showdown.
Beyond the competition, the Ballarat Winter Festival showcased the value of innovative seasonal events in driving visitation during traditionally quieter months. Returning favourites such as the ice rink were complemented by family-friendly entertainment and immersive arts experiences, encouraging visitors to extend their stay and explore more of the city.
The festival’s continued growth highlights the strength of collaboration between the City of Ballarat, local businesses, event partners and the wider community, while reinforcing Ballarat’s position as a leading regional winter tourism destination.