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CORPORATE STRATEGIC PLAN

2021-2025

The way forward is together

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.

WHO WE ARE:

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.

OUR VISION:

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.

OUR PURPOSE:

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

OUR MISSION:

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

HOW WE DEFINE SUCCESS

GREATER GEELONG AND THE BELLARINE HAS A $1.2B VISITOR ECONOMY

A HEALTHY BALANCE OF VISITOR PROFILES IS MAINTAINED

MID-WEEK AND SEASONALITY IS A STRENGTH

OUR PLAN

Strengthen the brand and people's connection to the region to inspire a greater journey.
We Will

Develop our reputation as a distinctive and desirable destination that inspires the world to visit.

By

Increasing destination awareness among our key visitor markets, leveraging those with the power to influence.

Capitalise on the region's strong visiting friends and relatives' market to drive greater yield.

Driving local awareness of the exceptional product and experiences unique to Geelong and The Bellarine.

Grow the mid-week and shoulder seasons to reduce the impacts of seasonality.

Attracting and leveraging the region's strong and emerging business, leisure and sporting events as facilitators to regional exploration.

Engaging with the region's strong domestic and seasoned visitors markets to stay longer and experience more.

Provide visitors with the inspiration and information they need to explore the region, when and how they want it.

plan for balanced growth that delivers economic, social and environmental benefit for future generations to enjoy.

We Will

Ensure the region’s visitor economy supports the collective interests of those who call Geelong and The Bellarine home.

By

Engaging with our Partners to Success
through strategic and long-term planning.

Strengthen the connection to the history and culture of the region’s traditional owners with visitors and industry alike.

Working with Wadawurrung Traditional Owners Aboriginal Corporation in the development of localised, authentic Aboriginal tourism product and experiences.

Plan for growth that provides opportunities for businesses to succeed and grow, which benefits locals through stable, year-round employment.

Support ongoing workforce development and capability strengthening that meets the current and future business needs and visitor demand.

Ensure tourism continues to be a significant contributor to the local economy that celebrates the unique social and environmental fabric of the region.

Providing leadership, guidance and advocacy through long-term planning and destination management, always acting in the best interests of Geelong and The Bellarine.

Working together, deliver exceptional value and benefit to our members, visitors, community and destination.

We Will

Operate as the peak tourism organisation for Geelong and The Bellarine, to serve, protect and represent in the best interests of the local tourism industry and community.

By

Building a strong membership profile and supporting governance structure that is a true representation of the Greater Geelong and The Bellarine tourism industry.

Maximise opportunities through strategic
partnerships that provide value for industry and support the growth of the local visitor economy.

Leveraging resources through strong and meaningful partnerships.

Strengthen the capability of our region to flourish through a 'new normal'.

We Will

Support the growth and breadth of exceptional product and experiences to support visitor demand and market trends.

By

Providing insights, guidance and advocacy on market gaps, opportunities and demands to industry and stakeholders.

Ensure businesses have the knowledge and resources they need to meet the challenges of tomorrow.

Facilitating the ongoing improvement of business capability through training and development opportunities.

Join team Tourism

Tourism is a human industry, and it works best when teams work together. That’s why membership – joining our Team Tourism – is so important. Everyone playing their role will see the region – and the businesses in it – flourish.

WORKING AS ONE TO GROW LOCAL TOURISM

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