As many regional areas become ever more dependent on the money that tourists spend in their communities … the competition to lure visitors is becoming ever more intense.
Marketing campaigns can play a huge part in lifting the profile of beaches, towns, and camping spots … and simply put them on the radar of experience-hungry travellers.
But local councils are expecting bang for their buck.
For many years, Glenelg Shire in south-west Victoria has sought to link itself to the Great Ocean Road but, despite support from the Great Ocean Road Regional Tourism organisation, it has never been officially recognised at State and Federal level as being part of the iconic coastal driving route.
The Great Ocean Road is a massive drawcard for tourists. PIC: Valeriia Miller / Pexels
And now it seems the Shire, which includes the town of Portland, has had enough.
“We are regularly omitted from marketing, tourism campaigns and strategies such as the ‘Great Ocean Road Action Plan’ and, most recently, the ‘Great Ocean Road Regional Trail Strategy’, which concludes at Port Fairy, therefore excluding the Great South West Walk,” the council said in a statement.
It now says it will no longer continue with GORRT, and will instead redirect the $80,000 per year membership fee to directly invest in tailored opportunities that it says ‘better align with the unique needs and potential of the region’.
“Rather than relying on a linkage to the Great Ocean Road, the Glenelg Shire has a unique opportunity to leverage its own iconic locations and events, such as UNESCO World Heritage-listed Cultural Landscape and the nationally recognised Kelpie Festival,” the council said. “These assets provide place-based tourism draw that can drive visitation, celebrate local identity, and support a more distinctive and self-defined regional tourism strategy.”
Glenelg Shire says it is stepping into an exciting new chapter.
“By redirecting our tourism investment locally, we can craft a brand that truly reflects who we are: a region rich with natural wonders, cultural depth, and unique experiences,” it said.
The ABC reports GORRT general manager Liz Price as saying the board was ‘disappointed but respected the Glenelg Shire’s decision’.
“GORRT has consistently raised concerns about the differences in scope of a range of state government plans and initiatives and continues to advocate for the inclusion of the whole of the tourism region,” she said. “This includes not just the western end of the region but also our northern towns.”
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The great ocean road used to end after travelling west past Peterborough where it goes inland until Warrnambool and is actually Princes Highway. But now it just seems to stretch on a long way further all so other towns can cash in on the marketing.
Thr Great Ocean Road is a WW I memorial from Torquay to Allansford built by WW I veterans during the Great Depression. All other roads are not part of the GOR. We Will Remember Them
Correct