Tourism director Tracy Carter on Geelong’s comeback and the power of small steps

THE FIRST thing Tracy Carter wants you to know is that tourism isn’t just about attracting visitors. It’s about building a place people want to live.

As executive director of Tourism Greater Geelong and The Bellarine, Tracy’s role is equal parts strategy, storytelling and support.

From major events and long-term infrastructure planning to one-on-one mentoring for struggling venues, her remit stretches wide. But it always circles back to the local industry.

“A big part of our job is stimulating demand,” she explained on The Local Palate podcast.

“We run marketing campaigns to attract new visitors, but we’re also helping local businesses reach their full potential. That supply side matters just as much.”

It’s a job that requires both a big-picture lens and a deeply personal touch.

As Tracy puts it, “We’re working with really small businesses, and they’re people I would count among my friends. When they’re doing it tough, you feel that pretty deeply.”

That was especially true in the aftermath of the pandemic, which devastated the region’s hospitality sector. But Tracy believes the path to recovery is underway, even if it’s happening in quieter, more incremental ways.

 

“There’s still some challenge around discretionary spending,” she said.

“One operator described it well: people still want to go out for brekkie, but they might just get raisin toast and a coffee, not the full spread. That spend-per-head metric is a real issue.”

To support the sector, Tracy and her team have introduced targeted programs, including one-on-one mentoring with industry experts.

“Every business was dealing with something different. For some it was staffing, for others it was menu structure or margins. So we tailored the advice. It wasn’t just one-size-fits-all.”

Despite the challenges, she remains steadfastly optimistic.

“I love this industry because it’s so positive. People believe things will get better. And honestly, they are.”

Visitor numbers have returned to pre-COVID levels, she said, and spend is up 58 percent. While some of that reflects inflation, there’s also a shift in behaviour.

“Day trippers used to come and flop on the beach. Now they’re booking winery lunches and spending hundreds. We’re seeing a different calibre of experience being sought out.”

 

A big part of the strategy now is tackling seasonality, and finding ways to draw people in midweek and outside of summer.

That’s where the soon-to-open Geelong Convention Centre comes in. With a 2026 launch date, the centre is expected to attract large-scale events and conferences, many of them midweek, and expose new visitors to what the region has to offer.

“It’s game-changing infrastructure,” Tracy said. “We’ve already been pitching for business. These aren’t public-facing events, but if you’ve got 800 delegates in town for four nights, that’s huge for our economy.”

But it’s not just about big-ticket projects. Tracy still lights up when talking about small operators, local produce and the venues she loves.

She’s a fan of Lonsdale tomatoes, pizzas from Caruggi or Brunenzo’s, and the new upstairs space at Bellarine Smokehouse: “Just two 10-seat tables and a Filipino chef creating something really special.”

So what would she say if she had to pitch Geelong to the world?

“It’s the variety,” Tracy said. “From Geelong, half an hour in any direction takes you somewhere completely different. Beaches, national parks, heritage hotels, wineries. You get all these unique experiences without going far.”

That proximity, she believes, is one of the region’s greatest assets. And the secret to its next chapter.

To hear the full conversation with Tracy Carter, listen to The Local Palate podcast, available on all major platforms.