Similar to resorts in South Australia and Tasmania, the lodge would cater for high-end tourists willing to splurge up to $4200 each on a fine dining and relaxation package.

The idea has been highlighted in several plans prepared by local and state governments and tourist groups to address the future needs of the iconic coastline.

The latest call comes from the region's peak tourist body, Great Ocean Road Regional Tourism (GORRT), which says new resort-style, wilderness and wellness retreats are needed to meet visitor demand.

"Much of the existing accommodation requires upgrading, redevelopment and refurbishment to meet the expectations of the higher-yielding target markets," it says in a draft 10-year master plan.

"Victoria is the only state in Australia that does not have a luxury lodge whereas neighbouring competitors have excelled in attracting upmarket eco-lodge style accommodation."

It suggests a public-private partnership could drive investment in the development of major accommodation and facilities.

"It's a region that would lend itself to a signature product that really does capture the absolute beauty of the natural asset," GORRT general manager Liz Price said this week.

"Southern Ocean Lodge on Kangaroo Island almost immerses people in the beauty of the natural surroundings.

"Yes, we would love to have that signature-style thing, but it doesn't just have to be top-end accommodation. It could even be what we call glamping (glamorous camping)."

Ms Price said Corangamite Shire had been proactive in recent years, rezoning key sites along its coastline to allow for tourist development.

She said planning hurdles had often been a stumbling block for investors wanting to develop in key tourist areas.

Operators had to target visitors on a year-round basis and encourage people to stay for multiple nights.

"Sixty per cent of accommodation is in the first four months of the year. We need to promote the region as a 12-month destination that is often at its best in the winter months."

GORRT's aim is to increase the length of stay and boost visitor expenditure, rather than attract more tourists.

Mrs Price said 98 per cent of visitors to the region arrived by car and were looking for authentic local experiences.

"Because we are such a great coastal destination there should be a great seafood experience. People think there will be an absolute abundance of it, but there's not.

"We really need those absolutely, authentic, amazing experiences that people can immerse themselves in."

She said the was an opportunity for existing south-west operators to expand or diversify and fill this gap in the market without having to invest much money.

Operators also needed to be smarter and work together rather than compete individually, packaging up a range of experiences for visitors in a move that would encourage them to stay a few extra days.

Ms Price said Kangaroo Island was facing a similar issue 10 to 15 years ago when it was simply regarded as the place for a day trip.

"They were just struggling as a destination and were missing out on their share of the market to other South Australia regions.

"The operators decided to work together to show people why they were proud of where they live. Southern Ocean Lodge capped it off for them."

Twelve Apostles Tourism and Business Association spokesman John McInerney said low-yield, high-volume tourists, such as the coach day-trippers from Melbourne, did not bring benefits to the area and operators needed to review their market.

Mr McInerney said many locals refused to believe that tourists were willing to spend top dollars, but his experience as a guided tour operator proved otherwise.

"I deal with quite a lot of high-end travellers who fly in by helicopter and single-engine plane and then take off again after just a few hours here.

"You only need to see people lining up for 15-minute helicopter flights over the four peak months as well."

He said Port Campbell needed to maintain its coastal village style, but a good quality, four-and-a-half or five-star motel in town was needed.

A specialised resort-style development that was appropriately designed and sited out of town and proven to have sound environmental and economic benefits would also be welcomed.

"The market is there, but we haven't got that facility here at the moment," Mr McInerney said.

This story originally appeared on The Standard.