where we fall short Weaknesses The region has limited diversity in visitor markets by both origin and type. The region has limited diversity in visitor markets by both origin and type. Low yield visitation Lack of growth in interstate and international visitation post-COVID has led to lower yield visitation. High seasonality The region is heavily dependent on the peak summer season for visitation and yield. Limited geographical dispersal There is a heavy concentration of visitors to the east of the region and along the coastal fringe, critical to the region’s longer-term viability is extending the journey across the whole region where possible with better links to surrounding regions and greater dispersal westward. Variable quality visitor experiences The quality of the visitor experience is negatively impacted by the lack of investment in the maintenance and renewal of visitor infrastructure and congestion in peak periods. Low awareness of the product offering Although the GOR has strong brand cache, there is low awareness around the diversity of the region’s product offering and experiences outside of the traditional GOR & Twelve Apostles experience. Limited activation of night-time economies There are limited night-time economies throughout the region with activities to encourage a longer length of stay and higher spend patterns. Reducing Industry collaboration and engagement Industry engagement in local tourism and trader organisations and the RTB have been in decline - building a collaborative model will amplify the region’s brand and support increased length of stay and higher spend. Limitations of visitation data Current visitation data is limited and fails to capture key visitor behaviour etc. including international day trip visitation and accommodation data. Lack of enabling infrastructure to support visitation levels, business operation, product development Stronger investment is required in building a region that can cater for growing visitor numbers and help offer quality experiences including improved roads, and waste management. And improved digital connectivity. …continued next page SWOT > Strengths Weaknesses Opportunities Threats