Victoria's government will charge visitors to access the Twelve Apostles when a new $126 million Visitor Experience Centre opens in late 2026. The exact price remains undetermined and will be set following consultation with local councils, tourism operators and traditional owners.
Environment Minister Steve Dimopoulos said locals and members of the Eastern Maar community would be exempt from the charge, stating it's "only fair that visitors to the region pay a small fee to visit this world-class destination so that we can maintain it for future generations".
The Twelve Apostles attracts more than 2 million visitors per year, placing significant strain on infrastructure and the surrounding landscape. Revenue from the fee will be collected by the Great Ocean Road Coast and Parks Authority and used to support upgrades to beach access points, visitor facilities and maintenance of historic landmarks along the coast.
The case for charging
Local businesses along the Great Ocean Road generally support the fee, citing potential benefits from improved infrastructure and a more sustainable tourism model. Western Victoria MP Jacinta Ermacora said there was a "broad sense of support" for the concept of charging visitors, noting that "the engagement around the details of that and how it would work is the important next step".
According to Ermacora, the renewal requirement for infrastructure has been largely caused by the millions of visitors, and the fee would lock money and benefits into the district rather than everything going back to Melbourne.
Environmental advocates have welcomed the decision, highlighting its potential to safeguard the Twelve Apostles for future generations, arguing that without such measures the site risks irreversible damage from unchecked tourism.
Objections and concerns
Member for Polwarth Richard Riordan has labelled the fee a tax grab, and the Victorian government previously denied it had plans to charge visitors, with the Environment Minister in 2024 responding to fee reports by saying "The Great Ocean Road is one of Victoria's best tourist destinations because it is accessible for families and we won't implement any measures that would harm this".
Some residents and frequent visitors express concerns about increased costs and potential barriers to access, especially for families and low-income groups. The introduction of a tourist tax has raised concerns about the potential economic impact, with some fearing that the fee could discourage visitors from coming to the area and negatively impact local businesses that rely on tourism.
Locals will be exempt from the charge, but who will be included and how much visitors will have to pay is still to be determined.
Global context
The Great Ocean Road Coast and Parks Authority said fees will be consistent with other popular nature-based attractions across the country that have had entry fees for some time, noting that many major destinations including Edinburgh, Kyoto, and Thailand have introduced or hiked visitor levies to ensure the cost of maintaining infrastructure doesn't fall solely on local taxpayers.
Part of the Geelong City Deal, the redevelopment will include a new Visitor Experience Centre, bus parking, car parking for hundreds of cars, landscaping, and new road infrastructure and upgrades. The centre will feature retail and hospitality spaces, exhibitions, office space and a rooftop lookout with sweeping views of the Shipwreck Coast, and will teach visitors about the area's rich history of shipwrecks and maritime impacts.
Consultation on the fee structure is now underway. The government's push to shift costs from local taxpayers to visitors raises legitimate questions about how the fee will affect visitation rates, local business revenues, and whether the $126 million investment represents value for public money spent.