A new $126 million visitor centre is being built at the Twelve Apostles in a redevelopment of the area. The project is part of the Geelong City Deal, which includes investment from the state and federal governments.
This week, the state government announced the rooftop structure had been completed at the visitor centre, where there will be a lookout. The centre will also include shops, eateries and a garden.
The Twelve Apostles remains immensely popular despite just seven limestone stacks of the original 12 remaining.
A Development Victoria report said the Twelve Apostles received about 2.8 million visitors in 2019 and the figure was forecast to reach 4 million by 2026.
Corangamite Shire chief executive David Rae said introducing a charge would ensure that maintaining the site as a tourism attraction was economically viable in the long term.
“Individuals benefiting from that experience should pay for it,” he said.
The facilities at the Twelves Apostles are being redeveloped. Credit: Joe Armao
Rae said there was no suggestion the Great Ocean Road itself should be tolled, but visitors to the Twelve Apostles could be asked to pay for car park entry or to book online to visit the site. He declined to say how much a visit should cost, but suggested something like $10 or $20 might be reasonable.
“If you’ve travelled internationally, you’re used to paying for experiences,” he said. “We’ve got to find the sweet spot the market is willing to bear.”
However, the area’s residents should not be required to pay the charge, Rae said.
Tourism operators licensed by Parks Victoria currently pay a fee to use the Great Ocean Road. But Great Ocean Road Regional Tourism general manager Liz Price said that fee was minimal and many smaller tourism businesses did not pay it.
Visitor numbers are in the millions each year.Credit: Joe Armao
She said a “dynamic pricing” model for visitors could be used to offer financial incentives to go to the Twelves Apostles at quieter times of the day and year as well as encouraging people to stay overnight.
“It’s time we aligned our tourism management with our values — sustainability, responsibility, and long-term community benefit,” Price said.