development - gap - demand Supply-side focus Investing in new and improved product Product development is key to changing consumer behaviour - driving increased length of stay, encouraging dispersal (geographic and seasonal), stronger yield and attracting new higher yielding audiences. Eco Tourism Products & Experiences Products which enable educations or participation in maintaining and caring the the natural environment. Addressing product gaps The region has a solid investment pipeline in both public and private sector projects, but significant product gaps remain. These gaps need to be addressed for the region to remain competitive and a destination of choice. Products that are both profitable and enhance the visitor experience Critical is having products, services and experiences that support visitor needs and wants and which offer attractive returns to investors and operators. Build competitiveness The region has significant gaps in accommodation, attractions, experiences and food. This is limiting competitiveness which other Victorian and interstate destinations have. Although some product development has occurred in recent years, much more investment is needed. Enhance overnight value proposition Critical are products that support the nighttime economy and drive overnight stays and non-weather dependent activity that can support year-round visitation. Maintain and grow signature event base Events continue to play a major role in driving visitation although the capacity of communities to continue to run events is diminishing with event funding becoming increasingly difficult to obtain and volunteer support challenging. Accommodation demand Deloitte Access Economics undertook an 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