A Gateway to Growth: Twelve Apostles Visitor Centre
Published on 29 September 2026
A major transformation is coming to one of Australia's most iconic tourism destinations, creating new opportunities for businesses across Colac Otway and the wider Great Ocean Road region.
The new $126 million Twelve Apostles Visitor Centre, scheduled to open in mid-October 2026, will change how visitors experience the Shipwreck Coast. Rather than a short roadside stop, the Twelve Apostles will become a premium, bookable destination designed to encourage visitors to spend more time in the region and explore nearby towns, attractions, accommodation and dining experiences.
A gateway to the region
At the centre of the redevelopment is a new 3,300m² visitor centre featuring:
- Immersive exhibitions and digital experiences
- Eastern Maar cultural interpretation and storytelling
- A rooftop observation area and landscaped gardens
- Visitor information services
- Retail and café facilities
- Guided experiences and visitor ambassadors
- Enhanced accessibility and family-friendly facilities.
The precinct has been designed to provide a richer visitor experience while creating stronger connections to businesses and attractions throughout the region. Visitors will receive digital recommendations and information before they arrive, helping direct them to accommodation, food, nature-based experiences, cultural activities and touring opportunities beyond the Twelve Apostles.
Opportunities for local businesses
The redevelopment presents significant opportunities for tourism operators and local businesses.
Benefits include:
- Increased potential for longer visitor stays and overnight visitation
- More opportunities to be included in visitor itineraries
- Stronger regional dispersal of visitors into surrounding towns
- Greater exposure through regional tourism marketing and visitor information channels
- Improved certainty for visitor and group arrivals through a managed booking system
- Increased demand for accommodation, food, retail and visitor experiences.
For Colac Otway businesses, this presents an opportunity to position local experiences as part of a broader Great Ocean Road journey, encouraging visitors to stay longer and discover more of the region.
A new booking system
When the visitor centre opens, access to the main Twelve Apostles precinct will move to a pre-booked arrival model. The booking system is expected to open ahead of the visitor centre launch and will help manage visitation while protecting the visitor experience and natural environment.
Approved tour operators will be able to access dedicated trade accounts and booking arrangements, with further information to be provided through industry updates and operator information sessions.
How businesses can prepare
Businesses can start preparing now by:
- Building realistic arrival times and bookings into visitor itineraries
- Promoting multi-day stays rather than day trips
- Packaging complementary experiences with accommodation, dining and attractions
- Highlighting the significance of Eastern Maar Country in visitor communications
- Reviewing product descriptions and marketing material as new information becomes available
- Encouraging visitors to explore nearby towns and experiences before and after visiting the Twelve Apostles.
Key dates and facts
- Visitor Centre opening: Mid-October 2026
- Open: 365 days per year
- Building hours: 8am-8pm during daylight saving; 9am-5pm during standard time
- Parking: Nearly 600 formalised car spaces and 100 coach/coaster spaces
- Loch Ard Gorge and Gibson Steps: Access arrangements remain unchanged
Stay informed
Businesses can register for project and industry updates by emailing info@greatoceanroadauthority.vic.gov.au. Industry resources, including promotional assets and a business toolkit, are also available through the Great Ocean Road Coast and Parks Authority.
This investment represents one of the most significant tourism developments on the Great Ocean Road in decades. Businesses that start planning now will be well positioned to benefit from increased visitation, longer stays and stronger regional tourism outcomes when the new visitor centre opens in 2026.
Council is working closely with the Great Ocean Road Coast and Parks Authority to explore opportunities for Colac Otway's Visitor Information Centres to complement and integrate with the new Twelve Apostles Visitor Centre, helping connect visitors with experiences and businesses across the wider region.