Tourist numbers are growing at the iconic site, with suggestions to introduce fees to help manage crowds and boost lacklustre facilities.

However, in response to questions from The Standard, a spokesperson said introducing fees at the Twelve Apostles would go against government policy.

“The Twelve Apostles is part of the Port Campbell National Park. It has been state government policy since 2007 not to charge entry fees in National Parks across Victoria,” the spokesperson said.

The Shipwreck Coast Masterplan, however, does leave the door open for charging fees for “future services”.

“Some of the future services outlined in the master plan have potential for a user-pays approach,” the spokesperson said.

The master plan, expected to cost about $150 million to implement, maps out upgrades to infrastructure and visitor experience. It largely missed out on funding in the state budget, although the spokesperson said $1.3 million was set aside to “investigate the management arrangements for the Great Ocean Road”.

In 2016 the state government committed $9.8 million to fund the first stage of the plan. 

The idea of introducing fees at the site has been ongoing for many years. Most recently, the region’s mayors said they would be open to a proposal to use a parking permit scheme to manage visitors and fund improvements.

Anecdotal evidence shows tourists would be willing to pay a fee. Work done by Monash University researchers, in conjunction with local groups such as the Twelve Apostles Tourism and Business Association, shows visitors would be willing to paying $5 or $10, especially if it went back into the maintenance of the park.

A vox pop by The Standard also showed visitors would be happy to pay a fee if that money went back into the facilities.

About 2.6 million visitors visit the site each year. The average Great Ocean Road visitor stays less than 40 minutes and spends 18 cents.

Other global landmarks such as the Grand Canyon, Stonehenge and Ireland’s Cliffs of Moher all have entry fees.