Strategies and Plans

Tourism Greater Geelong & The Bellarine Corporate Strategic Plan 2021 – 2025

Despite the enormous challenges the COVID-19 pandemic has thrown at our industry, we marvel at the resilience and creativity of the people who work in it, we believe that what our industry and region offers is valued, and we are confident that our region is robust enough to come back stronger than ever.

It won’t happen by accident, though – that’s why we have been working hard behind the scenes to create our 2021 – 25 Corporate Strategic Plan.


Tourism Greater Geelong & The Bellarine is the regional tourism organisation spanning from Werribee to Armstrong Creek including Geelong, The Bellarine, Queenscliff and the Moorabool Valley.


For Geelong and The Bellarine to be a world-class inclusive destination that inspires visitors to create memories and depart with a desire to return.


To build a resilient, sustainable & valued visitor economy that celebrates the character and identity of the region.


To provide exceptional service to our visitors, members, industry and community so they have the knowledge, tools and capability to rebuild and enjoy a resilient visitor economy.


Tourism Development Plan

We won’t rest on our laurels. We’re always looking for new ways to grow tourism in
the region. Our formal Tourism Development Plan recognises our existing local visitor economy as significant and important.
It recognises our product strengths in coastal and aquatic experiences, events, food and wine, history and heritage and the arts.
It understands where we are now and provides a blueprint for where we could be. It identifies the key development opportunities where there are gaps between demand and supply across the region.

Tourism Development Plan 2019 - 2022

Identifying the key development opportunities across the region.

Corporate Strategic Plan 2021 - 2025

Here’s our strategy to drive, support and grow tourism in Geelong and The Bellarine.
Development Plan Summary

Summary Tourism Development Plan 2019 - 2022

A summary of the identified key development opportunities across the region.
Action plan

Action Plan 2021/22

We set out the activities and specific projects we’ll deliver to achieve our strategic objectives.


Annual Report 2021

The 2021 Annual Report of Tourism Greater Geelong and The Bellarine.

Statistics - Geelong and The Bellarine Snapshot September 2020

A summary of visitation to the region from the National and International Visitor Surveys.

Statistics - Geelong and The Bellarine Snapshot March 2020

A summary of visitation to the region from the National and International Visitor Surveys.

Industry Survey Summary 2019/20

Every year we survey our members to understand how well we’ve served them and better understand their priorities.

Statistics - Geelong and The Bellarine Snapshot 2019

Industry tracking visitor economy snapshot.

Team Tourism

Click here to see the industry structure.

As we work to capitalise on the potential of the visitor economy, it’s important we’re collaborating with a broad network of partners.

Local Government Partners

The City of Greater Geelong, Borough of Queenscliffe and Golden Plains Shire invest in Tourism Greater Geelong and The Bellarine to help grow tourism in their municipalities.

Tourism Partners

Geelong and The Bellarine is one of 12 distinct regions within the Victorian tourism industry structure. Tourism Greater Geelong and The Bellarine is recognised as a Regional Tourism Board by Visit Victoria. This has provided branding and positioning of the region within state activities, allowing us to be an active player in Victorian campaigns and opportunities.

We also have strong strategic working relationships with Victoria Tourism Industry Council, Destination Melbourne, Business Events Victoria and Tourism Australia.

Strategic Partners

Within the Geelong area and the state there are a number of organisations working on strategic outcomes to enhance and positively influence the future directions of this region. We work closely with G21, the Geelong Chamber of Commerce, Committee for Geelong, Regional Development Victoria to ensure the visitor economy is considered as part of broader outcomes and to maximise opportunities for the tourism industry.

Visitor Information Centres

As the friendly face of tourism for more than 200,000 visitors to our region each year, the Visitor Information Centres are an important and welcoming part of Team Tourism.

Surveys show this service entices 86% of visitors to our region to do more than they had originally planned. 54% stayed an extra day or more, 40% spent more money than they had planned to and 86% indicated they are more likely to return after talking to a local.

The Geelong based Visitor Information Centres are managed from our central office and largely staffed at the various sites by volunteers.

For business queries, contact the administration team on (03) 5244 7106 or vic@tourismgeelongbellarine.com.au
Accredited centres are open 10am-4pm, 7 days a week and we have four in our region.
Free call: 1800 755 611

Geelong Visitor Information Centre

National Wool Museum

Cnr Moorabool & Brougham Sts Geelong

Ph: (03) 5222 2900

Bellarine Visitor Information Centre

Flying Brick Cider House

Bellarine Highway, Wallington

Ph: (03) 5250 6861

Queenscliffe Visitor Information Centre

55 Hesse Street, Queenscliffe

Ph: (03) 5258 4843


There are a further two non-accredited centres and several Visitor Centre hubs strategically located to service visitors in different ways and at times when they’re most effective.