Project Description

The City of Ballarat sought a destination plan that took an innovative approach, provided a pathway for differentiation and used a Design Thinking approach to collaboration. They required a plan that took a new style to attracting visitors to their city – where once, visitors had experiences created for them, they now wished to curate experiences that the locals adored; experiences that were authentic, connecting, memorable and worth sharing with visitors.

The final plan – The 2030 Traveller Experience Plan, celebrates the true personality of Ballarat and will assist visitors to experience Ballarat like a local. Co-designed with industry, community and the Wadawurrung people, the Traveller Experience Plan supports the city’s vision of being a place that is innovative, courageous and inspiring.