A destination that attracts local and international visitors

The Greater Geelong community values

  • The city–region’s potential to be a destination that attracts local and international visitors;
  • Sharing and promoting Greater Geelong’s unique location and natural assets.

Success will be achieved by

  • A diverse range of accommodation options for visitors;
  • A local international airport;
  • Capacity for large ships to dock in Corio Bay;
  • The ability to host large conventions;
  • Securing world class events and entertainment.


Cadel Evans Bike Race on Thirteenth Beach Road

Latest project


Activate Geelong Bollards

Introducing Activate Geelong Bollards Augmented Reality App!

Visitors to the Geelong Waterfront can now see our unique bollards in a new light with the launch of the Augmented Reality app, Activate Geelong.

By downloading Activate Geelong in the App Store or Google Play, anyone with a smartphone can see the bollards at six sites moving, singing and dancing and hear its unique story.

Those chosen to be included in the exciting new collaboration include:

  • the Volunteer Rifle Band next to the beautiful Carousel
  • Bathing Beauties at Eastern Beach
  • the Sea Captain, Steam Captain Sailor and Woman at the end of Cunningham Pier
  • the Yacht Club Lady and
  • Town Bath Swimmers’ Club Lifesavers at the end of Bellarine Street.

Tourism Greater Geelong and the Bellarine have partnered with Marc-O-Matic and Virtualex to deliver the art and technology fusion.

The project has been funded through the Victorian Government’s Regional Events and Innovation Fund via Visit Victoria. Geelong’s bollards have been a beloved icon of the waterfront precinct for more than 20 years.

Each one represents a significant character or piece of history for the local area. The project has seen the animation of artwork combined with stories and interpretation of each bright costume and lively face.

The Augmented Reality brings the static bollards to life, presents historically accurate information and creative stories about who they are why they are significant.

This project takes the bollard trail beyond a quirky selfie opportunity to a genuinely engaging visitor experience that is rich with the stories and history of Geelong.

To find out more, please visit the introduction page for this app on the Tourism Greater Geelong and the Bellarine website.





Measures of success

Indicator Current data

Number of visitors – The total number of visitors to the city-region increases by 2.1% per annum.

Source: Tourism Greater Geelong and The Bellarine. Frequency of data: Annually
5.1 million (Oct 2017–Sep 2018), which is similar to the same period last year.

Visitor expenditure – Expenditure by visitors to the city-region increases by 3.8% per annum.

Source: Tourism Greater Geelong and The Bellarine. Frequency of data: Annually
$936 million (Oct 2017–Sep 2018), which is similar to the same period last year.

International visitors – International overnight visitors grow at a rate of 4.9% per annum.

Source: Tourism Greater Geelong and The Bellarine. Frequency of data: Annually
52,600 (Oct 2017–Sep 2018), which is a 6.0% decrease compared to the same period last year.

Domestic visitors – Domestic overnight visitors grow at a rate of 1.9% per annum.

Source: Tourism Greater Geelong and The Bellarine. Frequency of data: Annually
Almost 1.3 million (Oct 2017–Sep 2018), which is a 12.2% decrease compared to the same period last year.

Tourism employment – Tourism employment increases 1.6% per annum.

Source: Tourism Greater Geelong and The Bellarine. Frequency of data: Annually
Estimated 5906 jobs in 2017–18, up 13.9% from the estimated 5185 jobs in 2016–17.