New partnership to strengthen Mornington Peninsula visitor economy

Published on 24 June 2025

Mornington Peninsula Shire Council has endorsed a new Visitor Economy Partnership (VEP) for our thriving tourism industry and the thousands of jobs and businesses it supports.

Since 2023, the Victorian Government has been working with regional tourism boards, councils, and industry to transition into a formalised network of Visitor Economy Partnerships. These independent organisations act as an official voice for tourism in their regions and play a key role in setting strategic direction and securing state funding.

The Department of Jobs, Skills, Industry and Regions has worked with stakeholders to develop the Mornington Peninsula VEP. The Shire will have formal representation on the board, helping ensure that community insights and priorities continue to guide decision-making.

Council also welcomes the release of the Destination Management Plan, which provides a long-term framework for sustainable tourism growth by improving the visitor experience, supporting local operators, and managing the impacts of tourism across the region.

In 2024, the Mornington Peninsula attracted 7.9 million visitors, contributing $1.8 billion to the local economy (Tourism Research Australia). Tourism directly supports over 5,000 local jobs and contributes almost one billion in direct economic output from tourism-related industries (REMPLAN).

The Mornington Peninsula Visitor Economy Partnership will strengthen our local tourism sector through a $200,000 annual investment from Council. This funding will support a collaborative effort to build a sustainable, thriving visitor economy.

To view the full Destination Management Plan, visit the Mornington Peninsula Regional Tourism website.

Quotes attributable to Mayor Councillor Anthony Marsh:

“The Mornington Peninsula is one of Victoria’s most visited regions, and tourism plays a vital role in our local economy. This is an exciting outcome after a great deal of work behind the scenes, and joining the Visitor Economy Partnership ensures we can continue supporting local jobs, working closely with industry, and shaping the future of tourism in our region.”

Quotes attributable to Roger Lancia, Chairman of Mornington Peninsula Regional Tourism Board:

“We are excited about this journey and energised by the potential ahead. By working together, we can ensure the Mornington Peninsula remains a place of beauty, discovery, and inspiration for generations to come.”