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Become a Buddy and
Almost half of all travellers who explore Ballarat’s tourist attractions and
historical landmarks, who eat in the city’s restaurants and stay overnight,
are visiting local friends and relatives.
Ballarat Regional Tourism (BRT) will launch an exciting pilot program this
year that rewards local residents and their visitors with incentives to visit,
eat, and enjoy more of Ballarat and its historic villages.
Dedicated to boosting visitation by Visiting Friends and Relatives (VFR
travelers) and increasing the injection of money into the local economy,
BRT’s program will invite residents to become a ‘Buddy’ of Ballarat and
enjoy a program of special rewards.
Ballarat residents spend an additional $36.7 million in the local economy
each year as a result of hosting VFR travelers, and BRT’s ‘Buddy’ program
will encourage local people to take their visitors out and about, enjoying
the very best of Ballarat.
Tourism businesses, such as attractions, wineries, cafes, restaurants,
pubs and entertainment venues in Ballarat and surrounds are invited to
participate by providing special offers, discounts, bonuses and rewards
that will be offered through the campaign.
The pilot program will be rolled out via a letterbox drop, followed by
review in 2012 and the development of a full program offered to all
Visiting Friends and Relatives
In 2009, City of Ballarat undertook a study into the VFR tourism
market, in partnership with the University of Ballarat.
The objective of this study was to better understand the profile of
the VFR market with a view to developing a marketing program to
assist in boosting both visitation and yield.
The study provides a profile of Ballarat’s VFR, as well as valuable
information regarding the economic impact to Ballarat’s local
To register as a ‘Buddy’, provide a special offer or discuss the
campaign, call Ballarat Regional Tourism Marketing Services Officer
Kate O’Hehir at 5320 5895.
VFR IN BALLARAT
Up to 45% of Ballarat’s tourist market is VFR travelers
80% of visitors come from Victoria
50% stay for one night
80% stay in free accommodation
VFR travelers participate in leisure activities in Ballarat –
More than 65% of Ballarat residents have hosted VFR travelers
in the past year
Ballarat residents spend an additional $36.7 million in the local
economy each year as a result of hosting VFR travelers
City of Ballarat Community Magazine July 2011
Above: Cr Cheryl Bromfield visits the historic Her Majesty’s Theatre, Lydiard St South
– the perfect entertaining place to take visiting friends and relatives.
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