Great Ocean Road Region Destination Management Plan
Client: Department of Resources, Energy and Tourism
This pilot project, funded by the Department of Resources, Energy and Tourism, was to identify world class tourism infrastructure and tourism development projects for the nationally significant Great Ocean Road region.
The project identifies private and public sector investment opportunities in the tourism industry to attract a greater proportion of higher yield and experience seeker segments.
The Destination Management Plan that resulted from this project includes four key elements: product audit and gap analysis, experience audit, market analysis and tourism opportunities study and investment program. These elements were packaged by Urban Enterprise to form the Great Ocean Road Destination Management Plan, with additional materials provided from other sources.
The Destination Management Plan included economic impact assessment of priority projects and has led to significant public sector funding for enhancements to nature based product such as the Great Ocean Walk and private sector investment in visitor accommodation such as the RACV Torquay facility.