Geelong’s getting sustainable with major tourism overhaul

Tourism Greater Geelong and The Bellarine has released its new 10-year vision for the region, which aims to strengthen and build a more resilient visitor economy, attract investment, and create a skilled local workforce.

“Our vision is for Greater Geelong and The Bellarine to be a place visitors do, not simply see. Our plan will see the region recognised as an active outdoor region, known for our land and sea sporting events, decorated paddock to plate epicurean scene, and honest cultural experiences,” said Tracy Carter, executive director, Tourism Greater Geelong and The Bellarine (TGGB).

“While we work as one, we know and appreciate that our region is made up of very distinct, smaller destinations, each offering their own uniqueness and draw of visitors. Our plan celebrates this, aiming to deliver a resilient, sustainable and valued visitor economy that celebrates the distinct character and identity of the region.”

To deliver on this vision, Tourism Greater Geelong and The Bellarine partnered with urban planning firm Urbis and commenced an extensive consultation process with industry partners to bring to light the key issues and opportunities facing the region across the sector.

Through the engagement process, TGGB identified visitor and workforce challenges across each of the sub-regions, anticipated future target markets, and proposed 10 priority projects for the region that will drive visitor demand which include Wadawurrung Traditional Owners cultural experiences, a five-star hotel in Central Geelong, and a visitor experience at You Yangs Regional Park.

Under the guidance of the strategic directions of the Sustainable Destination Master Plan, the region will meet the below targets by 2032:

• 14m visit days, an increase of 32 per cent or 3.4m visit days on June 2023 results;
• $2.1b visitor spend, an increase of 31 per cent on June ’23;
• 2,065 new beds to meet future demand;
• 4,855 new jobs created to fill current anticipated workforce shortages;
• 1,265 new workers needed in addition to natural population and worker growth.

The Sustainable Destination Masterplan was jointly funded by Tourism Greater Geelong and The Bellarine (TGGB) and the State Government’s Department of Jobs, Skills, Industry and Regions.