A proposal to introduce a visitor fee at The Twelve Apostles on Victoria's Great Ocean Road has been put forward by Great Ocean Road Regional Tourism (GORRT) and the Corangamite Shire Council.
The groups are urging the Victorian Government to seize what they call a “once-in-a-generation” chance to implement a user-pays model for access to the iconic site.
According to a joint statement, the fee would support infrastructure upgrades, environmental conservation, community wellbeing, and improved visitor experiences.
“As caretakers of tourism in this exceptional region, we see a carefully introduced user-pays system as both fair and essential,” said GORRT Chair Andrew Jeffers. “It would allow better management of visitor numbers, encourage overnight stays, boost local economies, and ensure direct reinvestment into preserving our delicate coastal environment.”
The fee structure is part of GORRT’s 2025–29 strategic business plan. While specific pricing tiers weren’t detailed, the model would aim to ease peak-time congestion by rewarding off-peak and extended visits.
“The Great Ocean Road isn’t just a scenic drive — it’s a dynamic region rich in culture, nature, and community,” said GORRT General Manager Liz Price. “Our tourism strategy must reflect values like sustainability and long-term benefit.”
The fee would help fund a $126 million upgrade to the Twelve Apostles Precinct, including a new visitor centre. The region welcomes 6.8 million tourists annually, with two million visiting The Twelve Apostles alone.