Improved roads, facilities, service, accommodation and tourism activities is vital for the region’s economic future, according to Great Ocean Road Regional Tourism.
CEO Liz Price said release of domestic tourism data by Tourism Research Australia this week highlighted strong growth in the tourism spend along the Great Ocean Road for the year ending June 2018.
The National Visitor Survey results showed the Great Ocean Road region topped $1.2 billion in total domestic tourism expenditure, a healthy slice of the total $14 billion spend across Victoria.
“The data is showing positive signs in terms of increases in bed nights and total expenditure,” Ms Price said.
“Our focus remains on growing length of stay, expenditure and dispersal of visitors.”
Ms Price said strong partnerships between relevant agencies would help drive greater economic benefit in both inland and coastal communities in the region.
“The level of collaboration with the six councils in our region is pretty good. They recognise that dispersal of visitors to the Great Ocean Road is going to be good for all,” she said.
“The main challenge is that with growth in numbers we need to get people visiting our region to stay longer and spend more money.
“This will only be achieved improving product quality and marketing and building up the breadth of experiences on offer. We rely a lot on nature-based tourism.”
The survey revealed domestic overnight travel in the Great Ocean Road region reached 2.2 million people yielding $923m while the domestic day-tripper market rose 8.1 per cent to 3.1 million visitors, who spent $311m.
“Public sector investment in assets and infrastructure and private investment in attractions and experiences is vital,” Ms Price said.
“There has been major government funding to upgrade the Great Ocean Road to bring it up to the required standard but it still needs $20 million per year to maintain.”
“We also have gaps in high standard larger scale accommodation and small product giving people plenty to do, to encourage them to stay longer,” she said.
“Operators across the region need to hone in on their offer and product. It’s important to be authentic and true to a sense of place.”
Ms Price said one of the biggest challenges facing the region was its limited marketing budget.
“We are a minnow in terms of our marketing but are now building a framework for the long term game,” she said.
“The region’s success today is due to 30 years of marketing. All that work has given the Great Ocean Road an international reputation, so we’ve got something to springboard off to ensure people stay 7-10 days.”
Ms Price said the Great Ocean Road was also an important domestic day trip market for families who want more free activities.
“There has been phenomenal population growth in greater western Melbourne and this is their local playground.”
