Portland & Surrounds

About Portland


Portland is the largest city in Glenelg Shire, which is the largest municipality in the Great Ocean Road region with a total area of 6,212 km2. The city has a population of 10,900 (2018) and was the site of Victoria’s first permanent settlement. It is the only deep sea port between Adelaide and Melbourne supporting export industries, production and manufacturing. Forestry and Wind Farm projects, along with agriculture further diversify the Glenelg Shire economy. A thriving fishing industry remains as a legacy to the original colonial settlers with the cruise ship industry growing in recent years. Tourism is a growing industry sector with visitors attracted to the superb wildlife viewing opportunities (including whale watching), stunning coastline, national parks and historic and  cultural sites. 

In 2019 the Budj Bim cultural landscape, home to the Gunditjmara traditional owners, gained UNESCO world heritage status, recognising the significance of the aboriginal history, particularly around aquaculture in the area. The Gunditjmara engineered and constructed channels, traps and ponds to farm eels and other fish, with evidence of this early aquaculture dated at 6700 year old. Alongside the ancient engineering are the remains of stone village sites where Gunditjmara families would live with their traditional beliefs and cultures. 


About the Portland Brand


Portland gives visitors the opportunity to face the challenges of Victoria’s ocean frontier with big fishing, big surf and interactions with big nature; leaving visitors with a sense of adventure, excitement and wonder. 

We’re for the bold adventurers and wild spirits. Those who aren’t scared to go to the end of the earth, because they want to experience nature at its most awe inspiring. Those who live big. 

We’re a place where legends are made. 

Strategic Priorities


  • Destination marketing.
  • Develop product and services to match market demand.
  • Develop a seamless visitor service excellence culture, capacity and capability.
  • Promote the value of the visitor economy to the community.
  • Strengthen local tourism leadership and collaboration.
  • Enhance the visitor experience of the city.

Destination Action Plan

Destination Website

Portland Destination Website

new users

in 2019

total pageviews

in 2019

Portland Brand Video

Preferred Partner Program

Bronze Partnership

Maximise your exposure on a state, regional and local level with profiles on three (3) key official tourism websites –visitvictoria.comvisitgreatoceanroad.org.auand your local destination site.

Silver Partnership

Enhance your profile on your local destination website under ‘Where to Stay’, ‘What to Do’ or ‘Eat & Drink’ with a featured listing that puts your business at the top of the page in a premium position. (Limited to 6 advertisers per business type)

Gold Partnership

Promote your business on the region’s official tourism website - visitgreatoceanroad.org.au with a profile listing and opportunity to display a brochure in your local Visitor Information Centre.

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