development - gap - demand Supply-side focus New and improved product Product development is key to changing consumer behaviour – driving increased length of stay, dispersal and yield and attracting new higher yielding audiences. Address product gaps The region has a strong investment pipeline in both public and private sector infrastructure projects/product development but significant product gaps remain. Products that enhance and enrich the visitor experience Critical is ensuring that the focus is not solely on large scale game changing infrastructure projects but that products, services and experiences that support visitor needs and wants are addressed. Build competitiveness The region has significant gaps in accommodation, attractions, experiences and food to compete with other key Victorian and interstate destinations. Whilst some product development has occurred in recent years, more is needed even before taking into account the impact of COVID. Enhance overnight value proposition Critical are products that support the night-time economy and drive overnight stays and non-weather dependent activity that supports year-round visitation. Maintain and grow signature event base Events continue to play a key role in driving visitation although the capacity of communities to continue to drive events is diminishing with event funding becoming increasingly difficult to obtain. Accommodation demand Deloitte Access Economics undertook and Accommodation Supply & Demand study in 2019 as part of the Great Ocean Road Action Plan Implementation to assess accommodation supply given forecast growth scenarios for visitation through to 2030. The study identified an accommodation gap of 3,869 rooms with no change in current occupancy or 2,715 rooms with increased occupancy. The largest growth was in hotels, self-contained and hosted properties followed by caravan parks. Read the full Deloitte Access Economics study here: Accommodation study Accommodation study Accommodation study