Purpose This plan provides a strategic framework and road map to take an active role in driving a more balanced and resilient visitor economy. A visitor economy that celebrates the uniqueness of our place, supports us to be responsible custodians, and supports local communities to thrive. This is an update to the Visitor Economy Master Plan for the Great Ocean Road Region 2021 – 2030. This previous version was produced as we emerged from COVID-19 and the full impacts and trajectory to recovery were yet to be fully understood. The marketing and industry strengthening led approach to recovery supported the sector however to build a more resilient, sustainable and healthy visitor economy, the emphasis must now re-prioritise addressing the supply-side challenges. There must be a focus on delivering new and enhanced products, services and experiences that will drive stronger year-round visitation, attract high value, conscious consumers that want to stay longer, especially overnight, travel further and immerse themselves in the breadth and depth of what the whole region has to offer. This supply-side emphasis must address: • The challenge of transport and access – we must maintain and upgrade key access routes, especially inland routes to support dispersal, improve access between towns and attractions and reduce the heavy reliance on own vehicle transport. • The maintenance, renewal and development of appropriate infrastructure and visitor & community amenity at key natural attractions. • Support the development of affordable housing to attract and retain key workers in the sector. • We need to ensure a highly successful and commercially viable tourism sector, where our industry operators and investors can regularly reinvest in existing and new tourism products and experiences. • Encouraging new tourism investment into towns throughout the GOR region and leveraging off land already zoned fit for purpose in and around towns. • Improving the quality of the visitor amenity of towns across the region to ensure they encourage visitors to stop and stay whilst offering a range of food and drink, accommodation and experiences. How we measure and report success must also change. We are not about mass numbers and profitless volume. We will measure the capacity to drive outcomes that will support our vision and aspirations for the sector. Our vision to be Australia’s signature eco certified region offering authentic, immersive coastal and inland experiences. Our aspiration to grow off peak visitation, increase the percentage of overnight, interstate and international visitors and increase average length of stay, geographical dispersal and spend per visitor. Important also is increasing Visitor satisfaction with an uplift in community and visitor amenity. With a strengthened and more capable and sustainable sector we will see more businesses accredited, more direct visitor economy jobs and more businesses actively collaborating in the regions marketing and development. Our marketing will celebrate the richness of the region’s natural attractions and connect visitors to the destinations and products, experiences and services that will drive longer stays especially off peak. We will highlight the compact diversity the region offers and the ability to explore all the region offers regardless of which town or towns they choose to stay. We will showcase the values of our communities and the behaviours we want and expect from visitors to ensure they leave the region with a deepened respect for the people, the place and the product. This plan and our vision is ambitious but we can deliver a balanced and vibrant visitor economy with a united, collaborative approach supported by all stakeholders and facilitated by the Great Ocean Road Region Visitor Economy Partnership. OBJECTIVES OBJECTIVES OBJECTIVES RESPONSIBLE TOURISM PRINCIPLES RESPONSIBLE TOURISM PRINCIPLES RESPONSIBLE TOURISM PRINCIPLES time to reset & refocus INTRODUCTION