Glenelg withdraws from Great Ocean Road tourism marketing program
Despite not being on the road itself, Glenelg Shire in the south-western corner of the state is part of the Great Ocean Road tourism region, as defined by the federal government.
A Glenelg Shire Council representative has been on the Great Ocean Road Regional Tourism (GORRT) board since 2015.
The council cited a lack of support from state and federal governments as the reason behind its decision to withdraw from the GORRT visitor economy partnership.
"We are regularly omitted from marketing, tourism campaigns and strategies such as the Great Ocean Road Action Plan and, most recently, the Great Ocean Road Regional Trail Strategy, which concludes at Port Fairy, therefore excluding the Great South West Walk," a statement on the council's website read.
"Although GORRT have been strong in their advocacy and attempts to link the Glenelg Shire to the Great Ocean Road, the Glenelg Shire is simply not officially recognised by our state and federal partners as being part of the Great Ocean Road."
The Victorian government manages both projects cited by the council.
A government spokesperson said in a statement that GORRT was the recognised peak body for tourism in the region.
"We will continue to work with Glenelg Shire to encourage visitors to visit South West Victoria and experience the best of the Great Ocean Road," the spokesperson said.
Four of the six regional Victorian local government areas most visited by international tourists from March 2023 to March 2025 were along the Great Ocean Road touring route from Melbourne.
Glenelg Shire came in 21st, according to the latest data on the Tourism Research Australia website.
Portland accommodation provider Nicole Carr says the town's association with the Great Ocean Road brings in tourists.
She is disappointed businesses were not consulted before the council made the decision, particularly as Tourism Australia has this week launched its new global campaign.
The television commercial asking international visitors to "Come and say G'day" features just one Victorian location: the Great Ocean Road.
"If we're not part of that conversation, we're not tapping into this industry," Ms Carr said.
Glenelg Shire Council did not respond to the ABC's questions regarding business consultation.
The Glenelg council paid a fee of $100,000 last financial year for its GORRT membership, which gives local businesses free access to marketing on a range of tourism websites.
The tourism board changed its fee to a tiered structure after a review, meaning Glenelg Shire would have paid $80,000 if it had chosen to renew its membership this year.
Mayor Karen Stephens said the investment was not returning the desired results.
"We as a council believe that investment into the Great Ocean Road tourism is not getting us bang for our buck," she said.
"$100,000 a year — we reckon we could do a lot with that."
It is not the first time a local government has baulked at the cost of GORRT membership.
In March, Colac-Otway Shire Council voted to reduce its payment from $100,000 to $80,000, but backflipped in June after GORRT warned it may withdraw services.
Colac-Otway Shire is undertaking a formal review of its membership, which is set to be completed by March.
GORRT general manager Liz Price said in a statement the board was "disappointed but respected the Glenelg Shire's decision".
"GORRT has consistently raised concerns about the differences in scope of a range of state government plans and initiatives and continues to advocate for the inclusion of the whole of the tourism region," she said.
"This includes not just the western end of the region but also our northern towns."
Ms Price said businesses within the shire could still directly partner with the board for marketing packages from $385.
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