It's a huge concern for Corangamite Shire mayor Neil Trotter, who says the issue is only getting worse.

"People climb barriers to take selfies or get a better picture," Cr Trotter said.

"Many of them don't realise how dangerous it is."

Cr Trotter said collapses occurred along the coast on a regular basis.

He said he had been called to a number of incidents as an SES volunteer when people had been swept away after slipping or falling off a cliff.

"On any given day along the Great Ocean Road you will see people climbing outside the barriers," Cr Trotter said.

"They don't realise how fragile limestone cliffs are."

The research comes one year after an Australian was one of two people who fell to their deaths after reportedly trying to take a photo above a beach cliff in Portugal.

Millennials were the worst culprits when it came to risky selfies, with close to a third of the young adventurers likely to attempt a dangerous shot.

The research also found that men were more willing to take a risk for a picture-perfect memory with 25 per cent guilty compared to 10 per cent of women.

"Risky selfies" aside, the research commissioned by ING, found that more than half of Australian travellers were seeking holidays more focused on "relaxation".

However, a staggering three-quarters of the nation's travellers suffered an issue while on holidays like being conned out of money, struck down with food poisoning or having their flight cancelled.

The mishaps on average are estimated to cost travellers a whopping $1426.

ING's surveyed 1001 Australians aged between 18 - 69 ahead of the launch of the bank's travel insurance arm.

Have you signed up to The Standard's daily newsletter and breaking news emails? You can register below and make sure you are up to date with everything that's happening in the south-west.