Tourism body targets $2.1bn yearly spend by visitors to Geelong and Bellarine within 10 years

Geelong’s peak tourism body wants visitors to spend more than $2bn annually in the region by 2032. Here’s how they plan to do it.

Daniel Payne, general manager at the Holiday Inn & Suites Geelong, says the region warrants much more than a day trip. Picture: Alison Wynd

Geelong’s peak tourism body hopes international and domestic tourists will spend up to $2.1bn in the region each year by 2032.

The ambitious target was outlined in the Tourism Greater Geelong and the Bellarine’s updated Sustainable Destination Master Plan, released last week.

Executive director Tracy Carter said the report was “a road map to a stronger and more resilient visitor economy” and could be used by prospective investors and existing operators to guide investment and development opportunities.

She said a key challenge for the region’s tourism sector over the next decade would be converting visitors from travelling to the region for daytrips to overnight stays.

“Our proximity to Melbourne is a blessing and a curse,” she said.

“We’re easy to get to but it’s easy to get home.”

Ms Carter said an overnight visitor to the region was far more valuable than someone just spending the day in the region.

“We want to be a high yielding destination, we don’t just want hordes and hordes of people not engaging with the businesses and not spending any money,” she said.

Tracy Carter, executive director at Tourism Greater Geelong and Bellarine, says a key challenge is converting day trip visits to overnight stays. Picture: Mark Wilson

Between July 2022 and June 2023, 4.5 million domestic daytrip visitors to the region spent $624m and 1.6 million domestic overnight visitors spent $951m.

Daniel Payne, general manager of Holiday Inn & Suites Geelong, said the region warranted much more than a day trip.

“Increasing overnight visitors to Geelong allows travellers to truly experience everything this region has to offer, spending more time in the area, visiting more hospitality and tourism businesses, and boosting the local economy in the process,” he said.

The Sustainable Destination Master Plan, prepared by urban planning firm Urbis, predicts demand for hospitality and tourism workers will grow by more than 4000 people, and that strategies will be required to address workforce shortages.

The report also predicts there will be an increase in demand for 2000 rooms by 2032, with visit days expected to hit 14 million over the same period.

The report proposes priority projects to boost investment to the region, which includes Wadawurrung traditional owners cultural experiences, a 5-star hotel in central Geelong, upgrades at the You Yangs Regional Park, the development of a mineral spa facility, the creation of new experiential and diverse accommodation options – such as cabins, glamping and farm-stays – and creating maker and grower experiences.

Also in the list is the redevelopment of the Geelong Gallery, Queenscliff harbour eco-tourism, cruise ship infrastructure and adventure tourism experiences.

It comes after new data released by the Geelong council revealed the total overnight population in Geelong and the Bellarine could reach about 400,000 at peak times such as New Year’s weekend.

Originally published as Tourism body targets $2.1bn yearly spend by visitors to Geelong and Bellarine within 10 years