The only attraction of its kind in Australia, Sovereign Hill provides a unique destination for pre and post incentive touring, and has recently won a number of major incentive group movement, including Tupperware and Amway India.

Selected by these large groups for its innovative, creative approach to delivering incentive programs, this success comes on the back of the outdoor museum being crowned Victoria's Major Tourist Attraction at the RACV Victorian Tourism Awards, and winning the title of producing Australia's best sausage rolls, awarded by the Fine Food Australia Great Aussie Pie Competition. 

“We continuously strive to deliver new experiences to our visitors, and be a major force within the goldfields tourism region.  Earlier this year, our Christmas in July program was a significant event on the regional calendar, and we're thrilled that our efforts have been recognised with these wonderful accolades,” says Sovereign Hill's CEO Jeremy Johnson.

“Over the past twelve months, year ending June 2014, overall visitation to Sovereign Hill was up by 3 per cent for international visitors, and 2 per cent for Australian visitors.  This is a credit to our staff and team of volunteers, whose efforts in delivering an exceptional visitor experience ensure visitors keep coming back.”

Sovereign Hill's Christmas in July program was a major success for the outdoor museum, and the region in general.  Since the introduction of the program in 2012, visitation over the two-week period has almost doubled with a 91% increase. Last year's event featured a spectacular 'Christmas Wonder Lights' nighttime event, where twelve of Sovereign Hill's buildings were lit up with large-scale image projections, and received wide-scale praise for its innovation.

Preparations are also underway for Sovereign Hill's Easter school holidays program, which will focus on the colourful costumes of the goldfields, which are a drawcard for many visitors.

Sovereign Hill is one of the Ballarat region's key drivers of economic growth and jobs, making it Victoria's most valuable tourist asset, according to a recent report.

The Minister for Regional Development, Jaala Pulford, recently launched the Sovereign Hill Economic Impact Study which highlighted the significant jobs and economic contribution made by Ballarat's key tourism attraction to the region and the state. Sovereign Hill contributes more than $228 million of economic activity each year to Ballarat and Victoria, creating and sustaining 1442 full-time, casual and part-time jobs.