Surf Coast Shire certification as an ECO Destination, support for Lorne community in response to summer emergencies, and staging of major events are among Surf Coast Shire Council economic development, tourism and arts highlights for 2025-2026.
They were among 30 projects outlined in a report noted during Council's September meeting, updating on implementation of its Economic Development Strategy, Creative Places Strategy and Australian National Surfing Museum Master Plan.
Each of the highlighted projects was measured for alignment with strategic directions and objectives in the Council Plan.
Deputy Mayor Tony Phelps: "Our Economic Development and Creative Places strategies and the Australian National Surfing Museum Master Plan align with our Council Plan in supporting a vision of a prosperous and thriving Surf Coast Shire, with strong sense of place and identity.
"This progress update highlights a vast amount of important work towards those ambitions, supporting our economy and community, and the 30 projects highlighted are representative of many more.
"From helping stage major events which support community wellbeing and generate millions of dollars in economic benefits, to listening to and acting for local businesses hit hard by natural emergencies, to developing and showcasing the skills of our incredible artists – the breadth and impact of work is significant."
Highlights from the 30 projects include:
ECO Destination certification. Surf Coast Shire became Victoria's second municipality to achieve ECO Destination certification, recognising its leadership in sustainable tourism and Council's commitment to balancing visitor economy growth with environmental stewardship. Certification will support future marketing campaigns focusing on increasing visitation during off-peak periods and encouraging longer stays through nature-based tourism experiences.
Lorne business impact survey and recovery advocacy. Feedback from 68 local businesses provided Council with evidence to support recovery and advocacy efforts following emergency events in January 2026. The research helped ensure that business concerns were understood, strengthened Council's evidence base for decision-making and supported recovery maintaining confidence in the local visitor economy.
50 years of professional surfing exhibits. Council curated three exhibitions in partnership with the World Surf League commemorating 50 years of the World Tour, and supported an anniversary dinner attended by former and reigning world champions. The World Surf League recognised the significance and quality of the exhibitions by using display items at its Global Partner Summit in Los Angeles.
Drought response. Council's Economic Development and Emergency Management departments played key roles in co-ordinating support for drought-affected farmers, promoting assistance programs and contributing to regional drought recovery efforts.
Major events. Council's major events program showcased the shire to the world, connected local communities and provided significant economic benefits. Highlights included
- Bells Beach Rip Curl Pro, which attracted 40,000 visitors and delivered $8m economic benefit.
- Bells Beach Classic, which featured 48 international athletes and clocked 7.2 million hours watched across 13 countries.
- Great Ocean Road Running Festival, which attracted 12,000 participants and generated $5.8m economic benefit.
- Surf Coast Century, which attracted 1,727 participants and generated $8.3m economic benefit.
