Surf Coast Shire commits to tourism body amid membership shifts

THE Surf Coast Shire will remain a member of the Great Ocean Road Regional Tourism (GORRT) board, while one council departs and another reconsiders its future in the partnership.

Earlier this month, Glenelg Shire announced it was withdrawing from its decade-long partnership with GORRT, stating it would instead redirect its $100,000 annual membership fee toward “opportunities that better align with the unique needs” of the region.

The council cited a lack of support from both the state and federal government as the reason for the decision, suggesting it was “regularly omitted from marketing, tourism campaigns and strategies” managed by government bodies.

“Although GORRT have been strong in their advocacy and attempts to link the Glenelg Shire to the Great Ocean Road, the Glenelg Shire is simply not officially recognised by our state and federal partners as being part of the Great Ocean Road,” the council said in a statement on its website.

Meanwhile in June, the Colac Otway Shire council initiated a formal review of its partnership with GORRT.

It follows an initial resolution by the council in March to reduce its membership fee from $100,000 to $80,000, a decision it later reversed after GORRT advised it may strip back its services in response.

The review is expected to be completed in March.

However, Surf Coast Shire general manager of placemaking and environment Chris Pike said the shire “greatly values” its longstanding partnership with GORRT and confirmed the shire would enter into a new three-year memorandum of understanding with GORRT.

Its 2025-26 budget includes a contribution of $150,000 to the tourism body.

“Tourism is a vital part of our economy, creating over 1,800 jobs in the Surf Coast, and our partnership with GORRT delivers a regional approach to the development, marketing, management and advocacy for the visitor economy.”

GORRT, he said, had been a strong supporter of the Surf Coast’s bid to become an accredited eco destination through Ecotourism Australia, and was supporting the shire through the program.

“This alignment in values and accreditation will drive a regenerative tourism approach to the way we promote and deliver tourism and help secure appropriate investment to support our world-class products and experiences,” Mr Pike said.

GORRT general manager Liz Price said the organisation was focused on “continuous improvement” and “remaining strategic and responsive to market forces”, suggesting Glenelg Shire’s withdrawal would have little effect beyond its own shire.

“The visitor economy is critical to the Great Ocean Road region. It represents more than $2 billion in visitor spend, $591 million in direct gross regional product, approximately 12 per cent of filled jobs and supports more than 2,000 businesses,” she said.

“The biggest impact of Glenelg withdrawing is on Glenelg Shire.

“We continue to look at new revenue streams to support growing our operations and reviewing and reshaping strategy to remain focused on what is a priority for council and industry partners.”

In addition to the about $1.5 million GORRT receives annually from its membership councils, the tourism body also receives state government funding and investment from industry, which supports its operations.