Scott Morrison pledges $10m for Sovereign Hill museum revamp

Sovereign Hill has struck gold courtesy of the federal election campaign, with the Coalition to fund a major makeover of the treasured tourist attraction before its 50th anniversary next year.

Sovereign Hill, one of Victoria’s most treasured tourist attractions, will undergo a major makeover before its 50th anniversary next year.

The Morrison Government will today commit $10.1 million to upgrade the museum, which attracting more than 760,000 visitors to Ballarat last year.

Sovereign Hill brings to life Australia’s gold rush era through its famous main street, costumed characters and stunning sound-and-light show.

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It comes as new data reveals more Aussies than ever before are choosing to holiday at home and are spending record amounts across the country.

Artist’s impression of the enhanced Sovereign Hill’s Gold Museum, as part of a masterplan being developed under the Sovereign Hill: Beyond Fifty project. Picture: Supplied

The latest National Visitor Survey show visitor spending by Australians skyrocketed to a record $72.7 billion, an increase of 13 per cent, while Australians took a record 105.6 million domestic overnight trips during 2018, an increase of nine per cent.

It coincides with the release of a new Tourism Australia video to help attract more working holiday makers to Australia from Britain, France and Germany.

The funding will be delivered through the Sovereign Hill Museums Association, and will be used to redevelop of the Gold Museum, upgrade the diggings area, new education areas, a new entrance and establish a centre for rare trades.

The red coats, instrumental in Eureka Stockade, are a key feature of Sovereign Hill. Picture: ANDY ROGERS

Sovereign Hill chief executive officer Sara Quon said the new “Aura” sound and light show had just opened with rave reviews and the multimillion-dollar investment would be a perfect 50th anniversary present for next year.

“This investment is particularly significant given we are a non-profit member-based organisation,” Ms Quon said.

“It will also be incredibly valuable for Sovereign Hill’s partners, our members, the passionate Ballarat community and future visitors.”

The funding is part of the Commonwealth’s $50 million National Tourism Icons package announced in the Budget for vital tourism infrastructure and upgrades at iconic destinations across Australia.

A $10.1 million federal government investment will upgrade the popular digging areas at Sovereign Hill.

Federal Tourism Minister Simon Birmingham said the funding boost for Sovereign Hill would help enhance the visitor experience at one of Australia’s famous historical and cultural tourist attractions.

“For almost 50 years it has educated and wooed tens of millions of visitors from around Australia and the world, and this funding boost will help ensure its rich history continues to be shared with future generations,” Senator Birmingham said.

“The region’s historical significance also sees thousands of schoolchildren visit Sovereign Hill each year which is why funding has been allocated towards upgrading the museum’s exhibits to make them more educational and interactive.”

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