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Two cruise ship passengers from Canada could not believe their luck when they stumbled upon the Thieves Alley market during their visit.

Jim and Olive Ridler, of North Bay, Ontario, were among an estimated 30,000 people who packed the lower Octagon and adjoining streets on Saturday to sample food and crafts.

Ms Ridler said it was absolutely wonderful cities had events to bring people together like Thieves Alley.

"We certainly picked the right day for it."

The pair were cruising around New Zealand and Australia for 15 nights on the Azamara Journey, coming from Christchurch.

First-time stallholder Elsa Halligan, of Cromwell, said she had taken the plunge and booked the stall after launching her baking business Tatsdelightful Baking recently.

"I’ve always loved baking.

"I worked at Starfish cafe and the owner found out I could bake and got into it from there."

Miss Halligan said she had baked for a day and a-half straight to prepare muffins, cupcakes, biscuits and goodie bags for the market.

"I don’t ever get sick of it.

"I love seeing the looks on kids’ faces."

Dunedin City Council events co-ordinator Marilyn Anderson said about 250 stalls were scattered around the Octagon.

Even in its 35th year the event was still a favourite for many, Ms Anderson said.

The council had changed the date of the market so it was the day after the Southern Field Days in Gore finished, in a bid to attract more stallholders.

It worked for businessman Warrick Jackson, of Timaru, who had come straight from Southern Field Days to the market to sell metal garden art.

"I think you’ll find a lot of people have come from there to here to sell.

It was Mr Jackson’s 10th year at Thieves Alley.

"The atmosphere here is wonderful, everyone is relaxed and enjoying themselves," he said.