By JOHN VAN KLAVEREN
TOURISM campaigns for the Great Ocean Road will act as a “blueprint” for similar campaigns in other Victorian regions, according to a new State Government’strategy.
The strategy comes as focus on the iconic road is set to heighten under a new regional tourism board.
The Independent revealed last month that funding issues had delayed the establishment of the single mega tourist authority even though its first marketing campaign had begun.
The Great Ocean Road Tourism Board stretches to the South Australian border.
The strategy said a Great Ocean Road product gap audit had highlighted the importance of attracting tourism investment to the region.
The Great Ocean Road was listed as a priority region for increasing yield by supporting major investment.
The strategy was released as a campaign to fund major road maintenance issues recently began, with a target of $50 million to carry out repairs.
The strategy also said further work was needed with both Melbourne and Avalon airports to attract and grow opportunities in aviation services, tourism and allied activities.
Visitor experience and initial impression of Victoria at Melbourne and Avalon airports such as signage and visitor services should be improved, the strategy said.
Other recommendations included support for Avalon Airport becoming an international airport through long-term master planning.
“The Victorian Government recognises the fundamental link between improving direct air services from key international markets to Victoria and growing the state’s export sectors, including tourism. Direct air services are critical to growing Victoria’s export sectors, particularly tourism,” the strategy said.
“Approximately 65 per cent of Victoria’s tourism expenditure growth to June 2020/2021 is forecast to come from international markets.
“Tourism Victoria works closely with Melbourne Airport and Avalon Airport to attract more flights and seats to the state.”
