An emergency team involving the CFA, SES, police and paramedics launched a rescue operation at Cape Woolamai on Sunday after the ledge on which the couple were walking began to crumble beneath their feet.

Ambulance Victoria spokesman John Mullen said the pair had left the coastal walking track and walked onto a ledge.

They were in an area known as the Pinnacles.

Mr Mullen said the ledge was a "a bit crumbly" and the pair had been uncertain about making their way back onto the walking track.

The couple, in their 50s and 60s, remained in contact with emergency services and sat on the cliff until they could be pulled to safety with ropes after nearly three hours.

The rescued walkers, Derek and Jean Russell, said they were "deeply embarrassed" about the full-scale rescue operation they had triggered.

"It was much more impressive than we expected - otherwise we would have dressed better for the occasion," Mr Russell quipped in an interview with the Nine Network.

Mrs Russell said they were grateful for everyone's assistance.

The pair were not injured.

With Allison Worrall