A new direction for regional tourism

Published on 04 August 2025

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From 2015, Glenelg Shire Council have been a member of the Great Ocean Road Regional Tourism Board (GORRT). 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 such as the ‘Great Ocean Road Action Plan’ and, most recently, the ‘Great Ocean Road Regional Trail Strategy’, which concludes at Port Fairy, therefore excluding the Great South West Walk.

Rather than relying on a linkage to the Great Ocean Road, the Glenelg Shire has a unique opportunity to leverage its own iconic locations and events, such as UNESCO World Heritage-listed Cultural Landscape and the nationally recognised Kelpie Festival. These assets provide place-based tourism draw that can drive visitation, celebrate local identity, and support a more distinctive and self-defined regional tourism strategy.

There has been a steady decline in tourism investment and direct spend within the Glenelg Shire Council area. This trend presents a timely opportunity to shift our focus and reinvest locally in initiatives that directly benefit our communities, celebrate our unique assets, and support sustainable tourism growth across the entire Shire.

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.

A New Chapter for Glenelg Tourism

Glenelg Shire is stepping into an exciting new chapter. By redirecting our tourism investment locally, we can craft a brand that truly reflects who we are: a region rich with natural wonders, cultural depth, and unique experiences.

This provides us with a fresh opportunity to:

  • Promote Glenelg’s iconic destinations and events
  • Build a distinctive regional brand
  • Drive economic benefits directly into the community
  • Expand marketing across mixed media platforms, with a strong focus on social media
  • Enhance data collection on local tourism spend
  • Increase visibility through billboard advertising
  • Strengthen ties with Limestone Coast Tourism for broader regional collaboration

Supporting Local Businesses

Local tourism operators will benefit from:

  • Continued engagement and support from Council
  • Opportunities to collaborate with GORRT independently
  • Ongoing development of the Destination Management Plan
  • Stronger advocacy and targeted marketing aligned with local priorities

What’s Next

Glenelg Shire Council will immediately begin developing a Strategic Framework to guide this new direction, with a focus on:

  • Localised promotion and marketing
  • Celebrating the region’s unique identity
  • Building a sustainable and inclusive tourism future for all communities across the Shire

 

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