New research reveals strong community support for tourism, high visitor satisfaction and growing confidence in the region’s tourism future – while highlighting the need for investment in infrastructure, access and sustainability messaging.
Businesses across Ballarat and the broader Midwest Victoria region have received a welcome vote of confidence, with new Sustainable Tourism Indicators Research showing overwhelming support for tourism from residents, businesses and visitors alike.
Commissioned by City of Ballarat for Ballarat and the broader Midwest Victoria tourism region, the research was conducted in late 2025. It examined community, business and visitor perceptions of tourism’s economic, social, environmental and experiential impacts across Ballarat, Hepburn, Pyrenees, Moorabool and Golden Plains.
Tourism enjoys strong social licence
One of the most encouraging findings for tourism operators is the level of community support.
Across Midwest Victoria, 93% of residents and businesses believe tourism has a positive impact on the region. Even more significantly, many feel there is capacity for further growth, with 45% of residents and 60% of businesses saying there are not enough visitors. Around eight in ten residents and businesses want to see more investment in tourism.
The findings suggest tourism continues to enjoy a strong social licence to operate and grow – an increasingly valuable asset at a time when many destinations globally are grappling with community concerns about overtourism.
Economic benefits are widely recognised
The research found the strongest-performing pillar of sustainable tourism was the economy, with residents and businesses consistently acknowledging tourism’s role in supporting local business activity, jobs and investment.
Among residents, 95% agreed tourism helps support and grow local businesses, while 94% said it brings money and investment into the region. Strong majorities also agreed tourism creates income-earning opportunities and encourages overnight visitation.
The community’s own words reinforced the data.
“The more people that come to visit the more the businesses succeed,” one business respondent noted, while a resident described tourism as bringing “money, life, council investment and events, which all in turn benefits locals.”
Tourism helping create vibrant communities
The study also highlights the important role tourism plays in shaping community identity and quality of life.
The research found that 91% of residents agreed tourism helps create atmosphere and vibrancy. Strong support was also recorded for tourism’s role in tell our region’s stories, showcasing creative local talent, conserving cultural heritage and fostering pride in the region.
Respondents frequently cited events, dining experiences, cultural attractions and heritage assets as benefits that enrich life for both visitors and locals.
For tourism businesses, these findings reinforce the value of continued investment in festivals, arts, culture, heritage activation and experiences that celebrate local identity.
Visitors are enthusiastic advocates
Visitors themselves delivered another positive result, with visitor sentiment regarding the tourism offering also strong:
- 86% described their experience as enjoyable and memorable.
- 83% said the destination met their needs.
- 82% found the experience authentic.
- 75% considered it unique.
- 72% rated it as high quality.
These results provide reassurance that the region’s tourism businesses are delivering experiences that resonate with visitors.
Areas for future focus:
While the overall picture is highly positive, the research identifies several opportunities to strengthen the region’s sustainable tourism performance and to build on future competitiveness as a destination of choice.
Infrastructure and access emerge as the key priority
The clearest message from residents was that tourism infrastructure and accessibility are not keeping pace with expectations.
The report’s importance-versus-performance analysis found a mismatch between how important residents consider infrastructure and access and how well they believe the region is delivering in these areas.
Across the region, only 53% of residents agreed there is appropriate infrastructure to accommodate and grow tourism, while 54% felt there is adequate access to and around the region.
This points to future opportunities around transport, wayfinding, visitor facilities, digital connectivity, accessibility and planning for peak visitation periods.
Strengthening the environmental story
Environmental outcomes emerged as the weakest of the four pillars measured.
While residents recognised tourism’s contribution to conserving natural environments and urban spaces, fewer associated tourism with broader sustainability outcomes such as resource management, circular economy initiatives, emissions reduction or environmental innovation.
Importantly, the researchers noted this represents a communications opportunity. Many sustainable tourism initiatives may already be occurring across the region, but their benefits are not yet widely recognised by the community.
For operators, this highlights the value of better storytelling around sustainability practices, conservation efforts and environmental stewardship.
A positive outlook for the visitor economy
The overall message from the research is clear: residents, businesses and visitors believe tourism is making a valuable contribution to Ballarat and Midwest Victoria.
Community support remains exceptionally strong, businesses are recognised as key beneficiaries, visitors are leaving satisfied, and there is broad appetite for continued growth.
As the region looks ahead, targeted investment in infrastructure, accessibility, sustainability communication and regional dispersal will help ensure tourism continues to deliver benefits for communities, businesses and visitors alike. The findings provide a powerful reminder that a thriving visitor economy is not only good for tourism operators – it is increasingly seen as an essential contributor to the prosperity, vibrancy and liveability of the region.