Corangamite Shire Council has renewed its partnership Great Ocean Road Regional Tourism (GORRT) and neighbouring councils to get more bang for its marketing buck.
At its August meeting, Corangamite Shire Council adopted a new "memorandum of understanding" outlining the working arrangements of the partnership. GORRT carries out research-driven cooperative marketing, advocacy and tourism management for the region
Deputy Mayor Laurie Hickey, a member of the Great Ocean Road Regional Tourism (GORRT) board, said Corangamite Shire and its neighbouring municipalities offer strong tourism brands that deliver significant benefits for economic growth, employment, and community development.
"Alongside agriculture, tourism is a key growth sector in Corangamite – supporting local jobs and businesses," Cr Hickey said.
"It's fair to say Corangamite Shire holds the jewel in the crown of the Great Ocean Road region, with the iconic Twelve Apostles, world-class attractions, and our spectacular volcanic hinterland.
"By working with neighbouring regions, we can position this area as a destination to explore – not just pass through – boosting local businesses and creating new jobs.
"Attracting new visitors also encourages population growth and investment, helping secure a vibrant future for our communities.
"GORRT's commitment to a balanced, inclusive, and forward-thinking tourism sector makes it an ideal partner for Corangamite Shire."
GORRT General Manager Liz Price said: "A collaborative approach to growing the return from the visitor economy is just as crucial now as it was when GORRT was formed by councils in 2013 and GORRT values Corangamite Council's ongoing support and commitment".
"The visitor economy is a vital economic driver for our region. This further three-year commitment from our Council partners ensures we can maintain a strong brand presence in a highly competitive market, while continuing our strategic focus on growing length of stay, increasing visitor spend, and encouraging both seasonal and geographical dispersal."
Council's Manager Economy and Prosperity Katy McMahon said: "The partnership focuses on fostering a thriving visitor economy through destination management and development, marketing, support for the tourism operators, and the delivery of visitor services.
"It also includes initiatives for upskilling and training ensuring the region's tourism sector remains competitive."
"The goals include sustained growth in visitor numbers, length of stay, spending, and satisfaction.
"The natural assets of the Shire, including the volcanic lakes and plains and the coastal features of the Twelve Apostles and Shipwreck Coast, are strong visitor drawcards.
"The partnership with GORRT encourages opportunities and partnerships for sustainable and regenerative tourism and promotes care for Country and the environment."
Council's 2025 - 2026 budget includes an allocation of $80,000 as a contribution to GORRT.
