Tourism Greater Geelong and The Bellarine (TGGB) has undertaken a strategic review of our programs that target international visitor markets and travel trade distribution. This is in response to the dynamic international travel landscape and feedback from our industry partners.
Stakeholders, members and our team all spent time with consultants weighing up global circumstances and the unique opportunities in our region. We also spoke frankly of our specific challenges and the complicated nature of our buy-in structure.
The consultant report makes a number of recommendations that were endorsed by our Board at their April meeting. Most significantly of these recommendations, Geelong and The Bellarine will realign our touring route program to focus entirely on Go Beyond Melbourne, and will not continue with Great Southern Touring Route.
We understand the importance of remaining engaged with the international travel trade, and value the collaborative ways Victoria’s touring routes have built a platform for regions to take their visitor experiences to the world. We believe the best way forward for the region and all our tourism operators is a combination of our own activity and the Go Beyond Melbourne partnership.
TGGB has committed to remain invested in GSTR for the 2024/25 financial year, allowing a period of transition for the industry, our neighbouring regions and our travel trade partners.
GSTR Directors are meeting in the coming weeks to discuss how this step will change the program. It is the intention that operators will still have the opportunity to buy in to the GSTR program overall, without the dedicated regional presence in the program.
The options in our upcoming Member Opportunity Guide will reflect some of the changes we’re making to simplify the process for businesses to participate in the international program.
If you have any questions about these changes, please don’t hesitate to get in touch.