Christmas in July celebrations across Victoria's alpine resorts have demonstrated the growing value of accessible, village-based events in driving visitation and supporting local economies throughout the winter season. Through a mix of festive markets, food and beverage experiences, and family entertainment, ARV and resort stakeholders successfully created a compelling reason for visitors to enjoy the mountains beyond traditional snow sports.
Across Falls Creek, Lake Mountain, Mt Baw Baw and Mt Buller the events attracted an estimated 6,000 visitors across participating resorts, highlighting the demand for experiences that appeal to a broad audience, including families, day visitors, sightseers and non-skiers. By activating in the resort villages and creating vibrant community-focused experiences, these events encouraged visitors to spend more time in resort and engage with local businesses.
The economic impact was also significant, with strong participation from local businesses and community groups. ARV received reports of increased trading activity throughout the weekend, including direct event-related spending and strong sales across hospitality, retail and rental businesses within the resort villages.
These results reinforce ARV's strategic focus on growing visitation through partnerships with stakeholders to offer a diverse range of experiences that complement on-snow activities and deliver broader benefits to resort communities. At Mt Buller, ARV supports Buller Ski Lifts (BSL) management and activation of the events calendar. By investing in events that are accessible to all visitors, the resorts are helping to strengthen the appeal of our alpine village and surrounds, increase winter visitation and maximise the economic contribution of the snow season for local businesses and stakeholders.
Page last updated: 14/08/26