This winter, record numbers are set to converge on Ballarat, as it gears up to host the largest events program the city has ever seen for the winter period. Sovereign Hill is expecting one of the largest crowds in their history, and the Ballarat region will see enormous benefit to their economy.

Winter in Ballarat is typically a low period in which to attract tourists, with the city perceived as uninviting and too cold to visit.

For Sovereign Hill, mid-year was when they struggled to attract visitors, so the challenge was to create a signature event that lured people to the region.  Several years ago, Sovereign Hill was at the forefront of creating an event in the off-season to lure crowds to the city, and that event has now grown to become the most commercially successful event for the outdoor museum - Christmas in July.

This year, the City of Ballarat saw an opportunity to create their own event, Winterlude, building on the success of Sovereign Hill's Christmas in July program. In combination, this will see Ballarat turn into Victoria's number 1 destination for tourists these school holidays.

For Sovereign Hill, this year's Christmas in July is one of the largest events ever staged in its 45-year history, and will include a Wonderlights projection show as significant to regional Victoria as White Night is to Melbourne.

Backed by the most extensive advertising campaign that has ever been done to promote Ballarat, an estimated 60,000 plus visitors are expected through Sovereign Hill's gates over the next fortnight.

Sovereign Hill's Comfort Inn is booked out for the next two weeks, and the level of enquiries from interstate and locally are unprecedented.

Behind the scenes, over 35,000 fairy lights are being put up, over 3,000 scones, 150 kilos of pork shoulder, 500 kilos of beef, 300 litres of mulled wine, and over 3,000 gingerbread are being baked to prepare for the tourist invasion.

Sovereign Hill will be celebrating their Christmas in July program this year from 27th June – 12th July, and coupled with the City of Ballarat's Winterlude program, Ballarat is the destination these school holidays to visit in Victoria.