priorities GAme changing This Master Plan lays out comprehensive and achievable strategies to address the challenges and opportunities facing the region and deliver a vibrant and sustainable visitor economy. To accelerate and maximise the development of a balanced and vibrant visitor economy, the following “Game Changing” ideas should be vigorously pursued. Progressing these ideas will require a new level of regional cooperation and governance between the six GOR local councils, Great Ocean Road Coast and Parks Authority and a strategic partnership between GOR and Geelong Bellarine regions, plus support from State and Federal Governments. Invest significantly in digital infrastructure capacity, performance and capability Implement an integrated transport network Adopt visitor and beneficiary pays principles to generate new revenue to invest in improving visitor and community infrastructure All developments (public and private) to be required to restore/regenerate natural landscapes Market to conscious consumers that share our values and pursue slow and purposeful and immersive visitor experiences Invest significantly in arts and culture to develop a standout regional strength Attract, facilitate and accelerate $3b investment (public and private) to bridge the supply-demand gap and change visitor behaviour Establish and market “Volunteer Environmental Tourism” projects Encourage “Conscious Hosts” to welcome visitors and to grow the VFR market A regional “visitor first” approach to visitor servicing Integrate, develop and promote regional agriculture and tourism experiences as the two primary drivers of the regional economy A global leader in regional climate change mitigation and responsible tourism practice Recognise traditional owners and support development of indigenous cultural experiences Develop, support and promote seamless and integrated indigenous cultural experiences ECONOMic ENVIRONMENTal community