General News
8 October, 2025
Iconic destination could incur a cost
THE $126 million investment into the 12 Apostles Visitor Experience Centre has struck an opportunity to begin a new user-pays system of entry at the favoured tourist destination.
Great Ocean Road Regional Tourism (GORRT) and Corangamite Shire Council are calling on the State Government to manage visitor demand and future-proof the region through a responsible, user-pays model which supports infrastructure, conservation, community wellbeing and visitor experience.
“As stewards of the visitor economy in this extraordinary region, we believe a thoughtfully introduced user-pays system is not only fair, it is essential,” chair of GORRT Andrew Jeffers said.
“This approach must allow the active management of visitation across the day and year, encourage overnight stays, capture economic benefit and reinvest directly into protecting and enhancing the fragile coastal environment.”
GORRT has a Strategic Business Plan 2025-2029 which outlines a vision to build a resilient, inclusive and regenerative visitor economy which benefits all.
A well-designed user-pays model would underpin this vision by rewarding overnight and off-peak travel to relieve peak period pressures, funding infrastructure maintenance and environmental management, enhancing liveability for local communities, supporting high-quality, world class visitor experiences and driving yield and dispersal across the region – not just the iconic sites.
“The Great Ocean Road is more than a scenic drive – it’s a living, working region filled with vibrant communities, remarkable landscapes and cultural depth,” GORRT general manager Liz Price said.
“It’s time we aligned our tourism management with our values – sustainability, responsibility and long-term community benefit.”
Corangamite Shire chief executive officer David Rae reinforced the importance of seizing this moment.
“The development of the 12 Apostles Visitor Experience Centre marks a pivotal point for the region,” he said.
“We have a unique opportunity to use this world-class facility as the foundation for a smarter, more sustainable model that supports our communities, protects our natural assets and delivers lasting benefit to the region.
“Now is the time to activate this investment and ensure it drives a balanced, year-round visitor economy.”
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