SWOT > Strengths Weaknesses Opportunities Threats Challenges we face Threats Poorly maintained public-managed visitor assets A lack of adequate government investment in the maintenance and renewal of publicly managed visitor asset. Host Community Tolerance Community engagement and support for tourism coupled with community frustration at the lack of maintenance and renewal of public infrastructure and services, has reduced support for the tourism sector. Climate change The region must actively address the threat of climate change especially as so much of current visitation is based in the coastal fringe. Population growth in Greater Western Melbourne and Greater Geelong driving urban sprawl and increasing day trip visitation The growing Western Melbourne & Greater Geelong populations will continue to drive visitation especially to the coast at the eastern end of the region and major housing developments risk changing the character of the area. Volatility and economic viability of micro and small businesses The complete disruption from COVID has highlighted the volatility and sustainability of micro and small businesses across the region exacerbated by the very high level of seasonality. Increased competition for core markets All regional Victorian destinations are heavily reliant on Greater Melbourne as their core market. Development of new regional destinations increases level of competition for this market. Slow speed of investment activation in key projects Progressive staged implementation does not deliver optimum visitor experiences. Public investment delivering a sub-optimum outcome Public investment missing the opportunity to change the types of visitors attracted to the region. Tour Buses Encouraging the shortest stay, lowest expenditure. Need to manage impact on region, brand and experieince. Implications of bushfire Risk to trails and supporting outdoor infrastructure from bush fires and other natural hazards which occur. Workforce attraction and training challenges Capacity to attract, retain, training, transport and house staffing is severely impacting on the capacity of the region to be open 7 days a week and deliver on visitor expectations. …continued next page