Renewed partnership aims to grow tourism

A RENEWED four-year partnership between peak body Tourism Greater Geelong and the Bellarine and the City of Greater Geelong will increase the region’s visitor economy.

Geelong mayor Stephanie Asher said continuing the partnership with TGGB would be critical for the regeneration of the visitor economy.

“Council recognises the importance of tourism to the community in providing job opportunities, generating economic activity and showcasing our magnificent region to the world,” she said.

The TGGB represents one of the most visited regions outside of Melbourne, encompassing Geelong and the Bellarine, Queenscliff and the Moorabool Valley, with more than 83 per cent of travellers now coming from within the state as a result of changing travel restrictions.

Tourism across Greater Geelong and the Bellarine is expected to inject $763million into the local economy this financial year, with the 2021-25 Tourism Greater Geelong and The Bellarine Corporate Plan forecasting the return to a $1.1 billion visitor economy by 2024.

“The tourism industry has been one of the worst hit during the pandemic and our partnership with Tourism Greater Geelong and The Bellarine is so important to the recovery of these largely, locally-based businesses,” Cr Asher said.

During the worst of the pandemic, Greater Geelong City Council provided $633,000 in COVID recovery initiatives to boost local tourism.

The plan has identified opportunities to engage with domestic repeat and seasoned visitors, as well as creating year-round visitation through regional business events.

TGGB executive director Brett Ince said he was pleased the council had shown its commitment to tourism at a time of recovery and growth.

“The aim of the corporate plan is to provide clear vision and strategy behind developing tourism in the region over next four years and assures that we aspire towards opportunity,” he said.

“We define success by returning to a $1.2 billion visitor economy by 2025.

“We will do this by ensuring balance between short break, interstate and national visitors as well as the return of international visitors by that time.

“By 2025 Geelong will be a world-class inclusive destination that inspires visitors to create memories and depart with a desire to return.”