In the historic gold rush city of Ballarat, a different kind of prosperity is taking shape. Since receiving UNESCO Creative City of Craft and Folk Arts designation in 2019, the city has transformed its creative sector into a powerful economic engine – contributing $658.4 million to the local economy in 2022/23, according to Creative Ballarat’s 2023/24 Report Card.

A city transformed by creativity

As Australia’s only UNESCO Creative City of Craft and Folk Arts, Ballarat has joined a global network of 350 cities across 116 countries that have identified creativity as a strategic factor for sustainable urban development. This prestigious designation, part of UNESCO’s broader mission to promote cultural diversity and sustainable urban development worldwide, has created a framework to embed creativity and cultural industries at the core of the city’s growth strategy.

The UNESCO Creative Cities Network (UCCN) was created in 2004 to promote cooperation among cities that have recognised creativity and culture as a strategic factor for development. Member cities work together toward placing creativity and cultural industries at the heart of their local development plans while actively cooperating internationally. For Ballarat, this global connection has opened doors to knowledge exchange, international partnerships and enhanced visibility on the world stage.

The numbers tell a compelling story, the number of creative practitioners across the Local Government Area has increased 2.5-fold since 2018, putting the city halfway toward its ambitious 2030 goal of quintupling its creative workforce.

“The remarkable growth we’ve seen in our arts and cultural industries demonstrates how cultural heritage can drive economic prosperity,” says City of Ballarat Mayor, Cr Tracey Hargreaves. “With over 2,500 people now employed in creative sectors across our region, we’re witnessing first-hand how investing in our unique cultural identity generates both economic opportunities and strengthens community wellbeing. Our UNESCO designation has enabled us to showcase Ballarat’s creativity on a global stage while supporting local practitioners to develop sustainable careers right here in regional Victoria.”

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A model for regional creative economies

Ballarat’s creative transformation offers valuable lessons for other regional centres looking to diversify their economies. By investing in the professional development of local artisans and providing platforms to showcase work, the city has created a virtuous cycle. Arts and culture deliver health and wellbeing outcomes and articulate the values and stories of a community. This creativity also supports an engaged community which drives cultural tourism, which in turn supports more arts and cultural businesses.

With 86 per cent of Ballarat’s total workforce concentrated in small business (organisations who employ between one and four employees) and sole proprietors, investment in the arts and cultural industries provides a solid proportion of this workforce with increased viability. 

Cultural tourism spending has surged, with domestic overnight visitors spending $140 million on arts, heritage, and cultural activities in 2023/24 – a remarkable 52 per cent increase from $92 million in 2021/22. Cultural tourism visitor nights have increased 1.5 times from 380,000 to 559,000.

The additional benefits include the growth of related cultural service suppliers such as small-scale manufacturing in furniture, footwear and 3D printing, and the export of bespoke artisanal goods.

Craft Lab: Where tradition meets innovation

Craft Lab is a flagship program of Ballarat’s creative sector development. Now entering its fifth year, this comprehensive program identifies talented makers, artisans and artists who work with traditional skills while developing contemporary applications of their craft.

Through a competitive selection process, 18 master practitioners are identified annually, receiving intensive career advice, portfolio reviews, professional photography, and brokerage support. These artisans showcase their work at the historic Mining Exchange during the award-winning Ballarat Heritage Festival. Attendance has grown each year, with more than 6,000 visitors attending over just four days in 2024 – transforming the event into a major driver of cultural tourism.

“Craft Lab exemplifies how regional communities can leverage artisanal skills to create economic opportunity,” says Nicole Durling, Executive Director of Craft Victoria. “What we’re seeing in Ballarat demonstrates the powerful intersection of cultural heritage and contemporary market development. These practitioners aren’t just preserving traditions – they’re innovating and creating sustainable businesses that contribute significantly to the region’s identity and economy. When communities invest in their makers, they’re investing in a distinctive cultural economy that can’t be replicated elsewhere.”

Cultural heritage as an economic driver

Ballarat’s approach represents a new paradigm in regional development, where cultural heritage represented by craft becomes a driver of economic growth. Heritage Services have grown by a significant 25% between 2017/18 and 2022/23, while Professional Scientific and Technical Services (including graphic designers, jewellers and architects) have reached $504.55 million in local sales with steady 10% year on year growth.

The Craft Lab program operates in collaboration with key industry partners, including Craft Victoria and the Centre for Rare Arts and Forgotten Trades. As a UNESCO Creative City, Ballarat has positioned itself as a leader in how regional areas can honour their cultural heritage while building future prosperity. With a strong foundation of creative and technical expertise, Ballarat demonstrates how traditional craftsmanship and contemporary innovation can work together to create a sustainable and distinctive local economy.

Comment provided by City of Ballarat.

UNESCO Creative Cities – City of Ballarat
unesco.org

Photography
Josh Waddell, Tony Evans

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