There are fears the newly proposed tourism tax for the Twelve Apostles – an iconic Australian landmark on Victoria’s Great Ocean Road – will have a negative effect on tourism in the region.
The controversial move was announced earlier this month and while the government says it will help protect the site for generations to come, there are concerns it will create friction for visitors and in turn impact small, local businesses.
Ben Whitmore, chief marketing officer of East Coast Car Rentals (ECCR), said the world-renowned 243km coastal drive that stretches from Torquay to Allansford, is one of the state’s most popular road trips.
“The Great Ocean Road corridor and southwest Victoria rack up more than 370 telematics events between Port Campbell and the Otways, one of the highest concentrations of any regional area in Australia,” he told news.com.au.
“This confirms that a large proportion of ECCR customers aren’t renting to get from A to B, they’re renting to drive.”
In the past decade, Mr Whitmore said travel along the Great Ocean Drive has boomed with tourists combining it with Melbourne city.
“People will often do the combination of Melbourne city, experiencing the restaurants, food and culture and then go out on the Great Ocean Road,” he said.
“I’ve done that drive many times myself and over the past decade it’s really evolved with what there is to do out there. It’s not just the Twelve Apostles, there’s so many breweries and restaurants and other areas to explore,” he said.
The popular tourist destination is set to open a new $126 million visitor centre later this year, with the yet-to-be-determined tourist fee to help manage visitors and protect the coastal environment.
Mr Whitmore said both the Great Ocean Road and the Twelve Apostles are such iconic drawcards for Australia, and tourism is a major economic driver for the small towns along that stretch.
“Introducing a fee risks creating friction for visitors and could deter some people from stopping altogether, which may end up impacting local businesses,” he explained.
“Right now we are looking at really high fuel prices, potentially higher airfares together with interest rates and cost of living – it could be the make or break [for people wanting to visit].
“It seems to always be the small businesses in retail, food and beverage that get hit first with this kind of thing.
“There’s some really nice breweries on that drive so you might go there with the whole family and spend a couple hundred dollars on food and drinks. But those costs will likely go up with what’s going on in the world and if people are also slogged with another tax, even if it’s only $2, [it could have an impact].”
It is understood the entry cost will be decided following a consultation with stakeholders, including local government, tour operators and residents. There is reportedly also a strong view within government that the fee should be under $20.
According to the Victorian Government, the fee will cover the costs of operating and maintaining the new tourism precinct.
“[It will also] provide an additional revenue source for ongoing reinvestment in much needed visitor infrastructure and environmental conservation right along the coast and parks of the Great Ocean Road,” a statement on the official Great Ocean Road website read.
It also explained the new Visitor Centre will offer “world-class facilities”, immersive interpretative experiences, new outdoor spaces, retail, food and beverage offerings and a rooftop garden.
“Local businesses will further benefit from the requirement to book a time for visiting the Twelve Apostles by encouraging people to stay longer and explore the region,” the statement continued.
“That means more people in local towns, visiting shops, local hospitality venues and needing accommodation. Local producers and suppliers will also benefit, with the new restaurant/cafe and kiosk to have a regional focus and sourcing supplies.”
Damien Shaw, Vice President of Hertz APAC, said protecting natural landmarks is “vitally important”, and if a proposed visitor fee assists in that, it could be viewed as a positive action.
“But it will add costs to a traveller. For many, self-drive trips are about freedom and flexibility, and added costs at key stops may impact how, or whether, people take the journey,” he told news.com.au.
Chris Crewther, Member for Mornington, expressed his disappointment over the move, saying it should be “open to all”.
“My family and I loved seeing the 12 Apostles, when growing up in Horsham, on our occasional trips to the coast,” he wrote in a Facebook post on March 10.
“Seeing our nature should be open to all, not limited to those who can afford it.
“What’s next? Charging to visit our beaches on the Peninsula and elsewhere?”
He described it as “ridiculous”, adding “it sets a poor precedent for Labor eventually charging people to access other parts of our nature across the state”.
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