Tourism boost for Great Ocean Road

A new regional tourism organisation is at last a reality for the Great Ocean Road region.

Great Ocean Road Regional Tourism Ltd (GORRT) is being established with the support and recognition of Tourism Victoria and five regional councils (Surf Coast, Colac Otway, Corangamite, Moyne and Warrnambool) to lead the development, marketing and management of tourism for the region.

An Interim Board has been appointed to facilitate the establishment of an inaugural board of five Council-appointed and five industry/skilled directors and an independent Executive Chairman.

The new organisation will have an initial annual budget of more than $1 million for destination marketing, industry development, management and advocacy. Additionally, the Interim Board is currently overseeing the implementation of marketing and industry development projects valued at $600,000 funded by Tourism Victoria from previously frozen funds allocated to the region.

The establishment of GORRT will be boosted by the winding up of Shipwreck Coast Tourism and the transfer of its resources.

Wayne Kayler-Thomson, Chairman of the Interim Board said that the long awaited establishment of GORRT was a significant and exciting milestone.

“The Great Ocean Road is already the jewel in the crown of Victoria’s tourism assets and its most visited region by international and domestic visitors. The region has the capacity and potential to become Australia’s foremost sustainable tourism region contributing to the economic, community, environmental and cultural health of the region and its destinations.

“I congratulate the state and local governments and the industry supporters for their determination, persistence, foresight and vision to establish a new level of collaboration and cooperation for the best interests of the regional industry and community.”

The new organisation will work collaboratively with local tourism and business organisations, councils and government agencies such as Tourism Victoria, Parks Victoria and Regional Development Victoria to ensure integration of planning and efficient use of resources.