Strategies and Plans
Our strategic plan will guide our activity for the next four years and serve as the catalyst for our partnerships with state and local government.
Our Vision: Greater Geelong and The Bellarine is a globally recognised destination that delivers world standard visitor experiences.
Our Mission: Tourism Greater Geelong and The Bellarine exists to grow and support the visitor economy through leadership, promotion and development.
3 Key Focus Areas
Promotion: Market the region as a tourism destinations to increase visitation, length of stay and expenditure.
Development: Sustain a profitable, high-performing tourism industry that exceed visitor expectations.
Leadership: Lead a strong and coordinated tourism industry with a united and compelling voice.
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.
Identifying the key development opportunities across the region.
A summary of the identified key development opportunities across the region.
A summary of visitation to the region from the National and International Visitor Surveys.
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.
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.
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 firstname.lastname@example.org
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
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.