Destination Management Strategy Investment & Development Where are we now? Where do we want to be? Priorities to get there Awaiting the $1.5b in public and private sector investment that will facilitate year round visitation and drive quality visitor experiences to enhance interstate and international competitiveness Investment attraction and facilitation Improved road access Product development facilitation A strong and effective GORC & PA A region offering a breadth of products, experiences and attractions that support a portfolio of visitor markets to enjoy year-round, multi-night trips and repeat visitation Plan on a page Enhances the quality of the visitor experience and increases length of stay Appeals to new audiences and drives lengthof stay, or dispersal Supports year-round visitation Generates visitation in its own right Fills existing product gaps and builds the region’s competitiveness Reinforces the region’s brand and complements existing product strengths Supports development of non weather dependent, year round and night time products Price competitiveness – yield generation requires an increased emphasis on developing “value” for the visitor. The price of accommodation, attractions and services needs to be competitive and reflect the quality of the product offering Strategic insights Strategy To support the development of appropriate infrastructure, products, services and experiences to support a quality visitor experience and meet the consumer demands and expectations of key target markets Actions Investment in and support of Avalon as Melbourne’s second international airport and a gateway to the region Increased transport access to the region including from Geelong as a Gateway and future home to the TT Line and Geelong Convention Centre Improved road access with the upgrading of the M1 and internal roads to support visitor dispersal Reduce dependence on visitor own transport with greater connection between towns and from towns to key attractions Implementation of the GOR signage strategy Enhanced digital infrastructure and increased connectivity Investment attraction and facilitation – undertake an economic opportunities analysis to support product development and investment attraction Grow the breadth of iconic products and facilitate development of supplementary and support products, experiences and services to diversify the product offering and appeal to new higher yielding markets Maintain and develop public land and waterways managed by GORC&PA via visitor contribution funding strategy Enhance character and quality of townscapes Accelerate implementation of the GOR Aboriginal Product Development Strategy Maximise the tourism and economic potential of events Invest in the development of the agri-tourism sector to support integration of the region’s agricultural strength within the visitor experience Invest in the development of the creative industries sector across the region to support growing new visitor markets, year round visitation and night time product Invest in the development of Infrastructure to support growing the recreational fishing sector Support development of hinterland product to facilitate visitor dispersal StrategY & actions