Tourism vision for Greater Geelong and the Bellarine unveiled

TOURISM Greater Geelong and The Bellarine (TGGB) has unveiled an ambitious 10-year vision for the region, aiming to bolster the local economy, attract investment, and nurture a skilled local workforce.

The Sustainable Destination Master Plan aims to build a resilient tourism economy over the next decade. Executive Director of TGGB Tracy Carter said it was about Greater Geelong and The Bellarine becoming a destination where visitors actively engaged.

“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,” she said.

Ms Carter also emphasised the distinct character of the region’s smaller destinations, highlighting that the plan celebrates this uniqueness.

“Our plan celebrates this, aiming to deliver a resilient, sustainable and valued visitor economy that celebrates the distinct character and identity of the region.”

The Sustainable Destination Master Plan sets specific targets for 2032: a goal of 14 million visit days, a 32 per cent increase from June 2023; $2.1 billion in visitor spending, reflecting a 31 per cent increase from June ’23; creation of 2,065 new beds to meet future demand; the generation of 4,855 new jobs to address workforce shortages; and a requirement for 1,265 new workers in addition to natural population and worker growth.

In partnership with urban planning firm Urbis, TGGB conducted an extensive consultation process with industry partners to identify 10 priority projects.

These projects include cultural experiences with the Wadawurrung Traditional Owners, the establishment of a five-star hotel in central Geelong, and the development of a visitor experience at You Yangs Regional Park.

Geelong mayor Trent Sullivan highlighted the exciting potential for growth in the visitor economy, driven by investments in infrastructure, emerging markets, and workforce development.

“Our visitor economy is strong, but this master plan highlights the exciting potential that exists to take it to higher levels,” Cr Sullivan said.

“Through investments in infrastructure, new and emerging markets and our workforce needs, we have the opportunity to create a unique and distinctive year-round tourism sector.

“The success of this will plan will not only bolster the regional visitor economy, but have spin-off benefits for the wider community.”

Funding for the Sustainable Destination Master Plan was jointly provided by TGGB and the state government’s Department of Jobs, Skills, Industry, and Regions.

For further details on the Sustainable Destination Master Plan, head to Tourismgeelongbellarine.com.au/SDMP