Sustainable Destination Master Plan
Our Vision: Geelong and The Bellarine is a place to do, not simply see.
our 10 year vision
Our Sustainable Destination Masterplan (SDMP) acts as a roadmap to build a resilient tourism economy for the next ten years and beyond for our region.
Conceived following extensive consultation with industry stakeholders and consolidated by urban planning firm, URBIS, the SDMP identifies visitor and workforce challenges across each of the sub-regions, anticipates future target markets and proposes priority investment projects that will boost visitation to the region.
2032 Targets
14 M
Annual Visit Days
$2.1B
Visitor spend
2,065
New Beds
4,855
New Jobs
1,265
New Workers
THE Strategic directions driving visitor growth
advanced Liveability
Improve amenity and liveability across Greater Geelong and The Bellarine through revitalising urban Geelong
Ignite sport, recreation and wellness
Develop a sophisticated network of accessible sports, health and wellness offerings to leverage a history of, and future with sports and health in the region
Transform access and network connections
Deliver transformational infrastructure and wayfinding initiatives to let people see more of the region
Unlock outdoor and nature-based activations
Leverage and improve the open and natural environments of Greater Geelong and The Bellarine and acknowledge Wadawurrung Country to allow more tourists and locals to engage with its natural beauty.
Excel in Innovation and Design Focused on sustainability
Incorporate a long and celebrated history of great design and innovation to make Geelong a vibrant, accessible, forward-looking and sustainable destination of choice.
View the region’s Visitor Economy Priority Projects