Growth plan maps path to $2b industry

INDUSTRY leaders expect greater Geelong’s tourism economy to be worth more than $2 billion within 10 years as they finalise roadmap for sustainable growth of the industry.

High-end projections predict the Geelong and Bellarine’s visitor expenditure to be up to $2.06 billion by 2032 – about double its 2019 level – as new attractions roll out across the region in coming years.

Even baseline growth forecasts have the region’s market doubling from its current level within 10 years, reaching at least $1.61 billion.

The imminent arrival of the Spirit of Tasmania, completion of Kardinia Park’s stage five redevelopment, 2026 Commonwealth Games, opening of Geelong’s Convention and Exhibition Centre and delivery of Geelong Fast Rail are all expected to raise the region’s profile and accessibility, bringing with it a sharp uptick in visitation.

Total visitor numbers could also almost double, from 6.4 million in 2019 to between 10.7 to 13.6 million in the next decade, with thousands more jobs on offer locally to cater for the increased demand.

But tourism operators will likely face challenges to adequately staff their businesses to meet visitor needs.

The region is expected to have between 6,600 and 8,450 tourism jobs by 2032 but is predicted to reach just 5,675 without intervention, highlighting need for investment in skill development and affordable accommodation for tourism staff.

The findings come from a new 10-year development plan from planning consultants Urbis for Tourism Greater Geelong and The Bellarine (TGGB), which the organisation said aimed to “deliver sustainable, balanced growth for the tourism sector”.

The Sustainable Destination Masterplan identified opportunities for infrastructure investment, established and emerging markets and workforce needs through industry insights and data analysis.

A 46-page summary of the plan, which is now publicly available, outlines current and forecast economic statistics, market segment information, key needs and action plans for tourism businesses over the next 10 years.

TGGB said early responses from the sector, other key stakeholders and Wadawurrung Traditional Owners Aboriginal Corporation had formed the basis of the draft masterplan.

“Whether it’s creating jobs, memories or a thriving local economy – tourism plays a very important role in shaping the region we know and love,” TGGB Executive Director Brett Ince said

“This strategic document comes at the right time for our industry to ensure that our visitor economy can not only recover but thrive well into 2032.”

Consultation on the plan closes on Tuesday (September 27). TGGB expects to finalise the masterplan by the end of this year.