The City of Ballarat and Visit Ballarat are entering a new era in city-wide marketing.
City of Ballarat Mayor Cr Samantha McIntosh says the tourism landscape has changed significantly across Australia, and governments at all levels are looking at better ways of supporting and managing the industry growth so the broader community also benefits.
She said it was the right time to try a different approach and make some bold, positive changes, with the City of Ballarat resuming the delivery of tourism services and integrating this into Council’s economic development, events, arts and sports portfolios.
“I wish to sincerely thank the hardworking Visit Ballarat board, staff and volunteers for all their support and look forward to working with them and the broader community on a new marketing strategy for our entire City, Ballarat is Open,” Cr McIntosh said.
Cr McIntosh says the Ballarat is Open strategy will leverage Ballarat’s strengths – as a city that is unique, bold, creative, beautiful and proud – to not only build the visitor economy but to capture and promote the full range of activities and benefits of living, working and visiting Ballarat.
“The strategy will show Ballarat is open – open for business, open for tourism, open for new opportunities,” Cr McIntosh said.
“There is so much to love about Ballarat and everyone who lives and works here already knows that.
“We want to take what the locals love about our city and share it. Those authentic, creative, beautiful Ballarat moments and experiences deserve to be showcased.”
Cr McIntosh said the strategy will be created using a collaborative approach, similar to that used for the Creative City Strategy. Residents, business owners, and members of the general community will all have the chance to contribute to the plan.
The end of the service agreement with Visit Ballarat will be organised between the two organisations, with the welfare and future of staff and volunteers to be at the forefront of these discussions.