Victorian council ends decade-long Great Ocean Road tourism bid

A Victorian council has ended a decade-long bid to be included in the renowned Great Ocean Road.

The Glenelg Shire Council in far southwest Victoria is blaming state and national marketing campaigns for not including their region.

Despite not being on the Great Ocean Road itself, the Glenelg council had been paying $80,000 a year to be part of the Great Ocean Road Regional Tourism Board.

In a statement on the council website, posted earlier this month, the council says it is time to cut the chord.

“From 2015, Glenelg Shire Council have been a member of the Great Ocean Road Regional Tourism Board (GORRT),” a spokesperson said.

“Council has found that although GORRT have been strong in their advocacy and attempts to link the Glenelg Shire to the Great Ocean Road, the Glenelg Shire is simply not officially recognised by our state and federal partners as being part of the Great Ocean Road.

“We are regularly omitted from marketing, tourism campaigns and strategies.”

The Great Ocean Road generates $1.9bn of economic activity each year, the state government says, creating 9800 local jobs.

Tourism Australia launched its new major campaign last week, and the only Victorian location featured was the Twelve Apostles, which is on the western half of the tourism strip.

The Glenelg Shire is west of the actual Great Ocean Road, despite paying $80,000 a year to the road’s tourism board. Membership gives businesses and organisations access to marketing on tourism websites.

“Council has chosen not to continue with GORRT, instead redirecting the $80,000 per year membership fee to directly invest in tailored opportunities that better align with the unique needs and potential of our region,” the council spokesperson said.

The Glenelg Shire will instead focus on promoting its nationally recognised Kelpie Festival, and the UNESCO World Heritage-listed Budj Bim Cultural Landscape; the first place in Australia to be recognised solely for its Aboriginal cultural values.

A state government spokesperson said Great Ocean Road Regional Tourism Board was in charge of tourism for the region.

“We will continue to work with Glenelg Shire to encourage visitors to visit southwest Victoria and experience the best of the Great Ocean Road,” the spokesperson said.