One of Australia's biggest tourist attractions just got a $126 million upgrade

After four years and $126 million, Australia's most famous coastal drive is about to look, and operate, a little differently.

The era of free-flowing crowds at the Twelve Apostles on Victoria's Great Ocean Road is over, as the Keerray Woorroong Visitor Centre is to be unveiled on October 16.

The new Twelve Apostles Precinct is set to revitalise the area but visitors will now have to book, and soon pay, for access to the famous limestone stacks on the Shipwreck Coast.

The elegant visitors centre was designed by Grimshaw Architects in close collaboration with the traditional owners of the land, Eastern Maar, to sit gently in the landscape.

Architect Harriet Oswald said the deceptively large rammed earth building was designed to withstand the massive winds coming off the Southern Ocean, saying the centre "will be here for 1000 years".

"If you come here on a stormy day where it's wild outside, it's calm and relaxed in here," she said.

The Keerray Woorroong centre sits just 400 metres behind the original visitors centre, with tourists walking 10 to 15 minutes to access the coastline.

Located about 11 kilometres east of Port Campbell, the Twelve Apostles attract between 5000 and 20,000 visitors every day.

But these tourists will now be encouraged to book a spot online (for their car and themselves) before arriving at the gated visitors centre. With 600 car spaces, and 100 parks for buses, spots will fill quickly.

A booking system using number plate readers and QR codes will manage the centre's capacity.

There is currently no charge for visitors as the booking system is being introduced, but there will soon be a small fee. That fee is yet to be decided by the state government.

Once introduced, revenue from the booking fee will fund coastal protection, conservation and improvements to the visitor experience along the Great Ocean Road.

During daylight saving, the centre will be open from 8am to 8pm, and from 9am to 5pm during standard time.

Bollards along the roadside will stop tourists from circumventing the booking system, but access to Loch Ard Gorge and Gibson Steps remains unchanged.

To keep tourist dollars in the region, the new centre has a large central green space designed to host regular markets.

Held on the first Saturday of each month, stalls will showcase local produce and handmade goods from Port Campbell, Timboon and surrounding towns.

Limited dining options previously forced tourists to eat in neighbouring towns, but the new precinct features an expansive cafe built to serve hundreds of diners alongside snack and Timboon ice-cream kiosks.

Beyond standard souvenirs, the retail shop will sell local craft, featuring a dedicated Eastern Maar section for Indigenous products, woven baskets made from recycled marine debris and a custom garment station where visitors can add their own patches.

The precinct has been designed with accessibility and sustainability in mind, Ms Oswald said.

Wheelchairs, prams and walkers can navigate the rooftop with ease, allowing all visitors to see the sweeping views of the Shipwreck Coast.

Designed to passive house standards, the building relies on heavy insulation, solar panels and mechanical ventilation to maintain high indoor air quality while keeping operating costs low.

The tight seal and thick insulation also create a serene experience inside, blocking out the roar of sightseer helicopters overhead.

And for those who feel overwhelmed in a busy visitors centre, a quiet sensory room can be found near the bathrooms.

Every detail of the building is considered, down to benches made from wood dredged from a lake in Tasmania.

"It's a once in a lifetime project as an architect," Ms Oswald said.