Colac Otway Shire Council has endorsed a further two‑year partnership with Great Ocean Road Regional Tourism (GORRT).
The decision follows an eight‑month review of GORRT's performance and the delivery of a dedicated Colac‑focused project, both requirements set by Council.
The partnership provides Colac Otway Shire Council with access to GORRT's coordinated regional marketing, advocacy and content development program, supported by Council's Economic Development team.
Council's representative on the GORRT Board, Cr Zoe Hudgell, said the partnership continues to deliver strong economic and reputational benefits for the region.
"Council is focussed on strengthening Colac's position as a place to visit, live, work and invest and our collaboration with GORRT forms an important part of this strategy," Cr Hudgell said.
"Working closely together ensures the regional activity complements Council's broader work to grow the visitor economy.
"Through our membership, Colac Otway benefits from GORRT's regional marketing program, which is supported by approximately $1.5 million contributed collectively by the State Government, partner Councils and regional tourism businesses.
"Our membership with GORRT gives us access to a level of marketing activity and promotional reach that local governments or individual businesses could not achieve alone," Cr Hudgell said.
Key achievements through the Great Ocean Road Regional Tourism membership include so far in 2025-26:
- 59 Colac Otway businesses and attractions featured across 26 media and public relations placements spanning national, digital, social, Visit Victoria and international channels.
- Coverage in major publications including Australian Traveller, Escape, Sitchu, Concrete Playground, Lonely Planet and Visit Victoria Official Visitor Guide.
- Development of Colac specific content under the Be In Your Element campaign banner, filmed in late March
- Strong advocacy for the region, including co-ordinating Recovery roundtable talks during fire and flood events, facilitating engagement with Regional Development Victoria and Visit Victoria and providing data-led insights to support State-level marketing and recovery initiatives.
"The partnership with GORRT delivers real outcomes for Colac Otway – lifting our national and international profile, supporting local businesses and promoting a confident, forward-looking story about our region," Cr Hudgell said.
