Mornington Peninsula Regional Tourism (MPRT) has welcomed the formal approval of the region’s new Visitor Economy Partnership (VEP) by Steve Dimopoulos MP, Minister for Tourism, Sport and Major Events. A milestone that marks the first genuine three-way collaboration between the Victorian Government, Mornington Peninsula Shire Council, and the local tourism industry.
The VEP will bring the three partners to the table with a shared mission: to grow and protect the Mornington Peninsula’s $1.8 billion visitor economy, support over 3,900 tourism-related businesses, and sustain more than 13,500 jobs in the region, with 62% of those directly tied to the tourism sector. The Mornington Peninsula accounts for 13% of all regional visitor economy businesses in Victoria, making it one of the state’s most significant tourism regions.
The VEP will focus on delivering enhanced regional leadership, tailored industry support to address local needs, stronger investor connections, collaborative destination marketing, increased visitor dispersal, and crisis preparedness. It will also work to strengthen community understanding and support for the value tourism delivers.
The agreement builds on the Victorian Government’s broader commitment to regional tourism, with the recent announcement of $11 million in core funding for VEPs across the state over the next two years. MPRTB will enter a year of transition, progressively taking on new responsibilities as part of the VEP model throughout 2025.
From our cool-climate wineries and natural hot springs to our beaches, national parks, golf courses and vibrant food and arts scene, the Mornington Peninsula is one of Victoria’s favourite destinations, and it’s right here in our backyard. The VEP will help protect what makes our region special, support local businesses and jobs, and ensure tourism continues to deliver real benefits to our community, year-round.
Mornington Peninsula Regional Tourism extends its thanks to Minister Dimopoulos and the Victorian Government for their leadership in delivering this milestone for the Mornington Peninsula, and acknowledges the important role of the Mornington Peninsula Shire Council in making this landmark partnership possible.
Quote Attributed to Roger Lancia, Chair, Mornington Peninsula Regional Tourism
MPRT Chair Roger Lancia stated that the agreement marks a new era of cooperation and impact.
“This is a historic step for our region. For the first time, State and Local Government, and Industry will be working in true partnership to strengthen the Mornington Peninsula’s visitor economy. The benefits of this alignment will be felt across our businesses, our workforce, and our community. We thank the Minister and the Victorian Government for recognising the critical importance of tourism to the Mornington Peninsula and for making this collaborative model a reality. We also take this opportunity to welcome the Mornington Peninsula Shire Council as a partner in the Visitor Economy”
Quote attributed to Mayor Anthony Marsh, Mornington Peninsula Shire Council
Mornington Peninsula Shire Mayor Anthony Marsh said the new arrangement will enable greater outcomes for the region.
“Council has been able to leverage State Government investment to strengthen our support for the local visitor economy. This partnership represents a more coordinated approach, working alongside industry leaders, businesses and the State to ensure the Mornington Peninsula remains one of Victoria’s most competitive and compelling destinations. Aligned with our Council and Wellbeing Plan, we are committed to making strategic investments that enable business, drive regional goals and deliver long-term benefits for our community, economy and environment.”