WHAT WE WANT TO BECOME OUR VISION & ASPIRATION Great ocean road to be australia’s region is aspiring signature eco- certified region Widely considered now as Australia’s greatest drive, and home to the nationally and internationally renowned Great Ocean Road and Twelve Apostles, the Great Ocean Road region aspires to be Australia’s signature eco-certified region offering authentic, immersive coastal and inland experiences that support economic, social, cultural and environmental outcomes for local communities. The region celebrates slow tourism. Enjoying strong year round, overnight visitation, dispersed across the whole region. The region enjoys a rich tapestry of new and enhanced products, experiences and services that celebrate the diversity and distinctiveness of the region, immerse visitors in nature and connect them to the people, places and culture that make the region loved and celebrated by locals. A visit to the region connects visitors to our First People’s ongoing custodianship of Country which is embedded in experiences and creates a greater awareness and respect for our landscape which remains a significant driver of visitation to the region. The sector is more resilient enjoying a diverse mix of high value target markets including strong interstate and international overnight visitors. The sector is recognized for being welcoming and inclusive with more businesses meeting professionally certified standards of accessibility and sustainability.