Growing our tourism and events

Our tourism and events offering is strong, but we aim to grow it further.

Key priorities

  • Working with government to deliver City Deal tourism infrastructure projects, including the Convention and Exhibition Centre.
  • Delivering the Visitor Economy Strategy 2017–21 and the Tourism Development Plan.
  • Building on the current events program and increasing cross-promotional opportunities.

Our aims in 2019-2020

  • Establish and fund the Community Events Grant Fund.
  • Open the Geelong Botanic Garden Sustainable Visitor Facility.
  • Update the Tourism Development Plan to identify new priority infrastructure projects (public and private).
  • Support and grow international education as part of the local visitor economy.
  • Support Geelong Yacht Club to implement stage one of the Geelong Waterfront Safe Harbour Master Plan.
  • Continue to drive visitation by supporting local events.
  • Participate in the development of the You Yangs and Serendip Sanctuary Master Plan.
  • Construct and launch the first stage of the Sunken Gallery.
  • Support the development of shared trail linkages to create a trail network across the region.

Measures of success

  • 2.1 percent annual increase in visitors.
  • 3.8 percent annual increase in expenditure by visitors.
  • 4.9 percent annual increase in international overnight visitors.
  • 1.9 percent annual increase in domestic overnight visitors.
  • 1.6 percent annual increase in tourism employment.
  • 30:1 return on investment of Geelong major events to the municipality.




Page last updated: Monday, 6 July 2020

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