Great Ocean Road Regional Tourism (GORRT) and Corangamite Shire have today called on the Victorian state government to seize a “once-in-a-generation” opportunity to greenlight a user-pays model to access the iconic natural attraction.

The proposed fee would support “infrastructure, conservation, community wellbeing and user experience,” the joint statement said.

“As stewards of the visitor economy in this extraordinary region, we believe a thoughtfully introduced user-pays system is not only fair, it is essential,” said GORRT chair Andrew Jeffers.

“This approach must allow the active management of visitation across the day and  year, encourage overnight stays, capture economic benefit, and reinvest directly into  protecting and enhancing the fragile coastal environment.” 

The fee proposal was suggested in the regional tourism board’s strategic business plan for 2025-2029.

The statement noted that a “well-designed” model would reward overnight and off-peak travel to relieve the peak period pressures.

“The Great Ocean Road is more than a scenic drive – it’s a living, working region filled with vibrant communities, remarkable landscapes, and cultural depth,” said GORRT general manager Liz Price.

“It’s time we aligned our tourism management with our values – sustainability, responsibility, and long-term community benefit.”

The tiered fee system was not determined in the statement.

However, the proposal said the user-pays model would help fund a $126 million investment into the Twelve Apostles Precinct, which includes a new visitor centre.

The joint message urged the Victorian government to “lead boldly” to unlock the full potential of the Great Ocean Road region.

An estimated 6.8 million tourists traverse the Great Ocean Road each year, with tqo million visiting the Twelve Apostles annually.