Mornington Peninsula Regional Tourism has today launched its first Business Events Strategy, a landmark initiative designed to strengthen the region’s visitor economy by attracting high-yield business events and conferences throughout the year.
The new strategy provides a clear roadmap to position the Mornington Peninsula as one of Victoria’s leading destinations for business events, with a focus on midweek and low-season visitation that supports a more sustainable and resilient local economy.
With a $1.8 billion visitor economy, the Mornington Peninsula supports over 3,900 tourism-related businesses and sustains more than 13,500 jobs in the region, 62% of which are directly tied to tourism.
The Business Events Strategy outlines a coordinated approach to drive high-value visitation that extends beyond leisure travel, attracting conferences, corporate retreats, incentive programs, and meetings that help fill quieter periods and create long-term employment opportunities for locals.
Roger Lancia, Chair of the Mornington Peninsula Regional Tourism Board, said the launch of the strategy marks a pivotal moment for the region.
“The release of this industry-led plan reflects the strong commitment of our sector to elevate business events as a key growth driver for the Mornington Peninsula. Through the insights and collaboration of local operators, we’ve created a strategy that focuses on the high-value, low-impact visitor; one that supports our local economy, businesses, and communities all year round. This plan has been enabled through our strategic partnership and the critical investment by the State Government of Victoria and Mornington Peninsula Shire Council in our sector.”
The Strategy was developed through extensive industry consultation and aligns with the Mornington Peninsula Destination Management Plan, Regional Tourism Strategic Plan, and state and national frameworks, including Experience Victoria 2033.
Through the plan’s four strategic pillars, Attraction, Accessibility, Experience, and Insight, the region will build stronger partnerships, develop industry capability, and deliver outstanding delegate experiences that showcase the Mornington Peninsula’s unique blend of premium food and wine, wellness, golf, and coastal landscapes.
Mornington Peninsula Shire has been an essential partner in this initiative.
Anthony Marsh, Mayor of Mornington Peninsula Shire, said:
“Tourism plays a vital role in our local economy. Council has committed to the Visitor Economy Partnership to sustain local employment and support our tourism businesses. This Business Events Strategy will strengthen our competitiveness in the lucrative business events market and its focus on attracting off-peak, mid-week visitation will support jobs and local businesses through the quieter times when they can sometimes struggle.
‘I’m hopeful this Strategy will build stronger partnerships, develop industry capability, and deliver outstanding delegate experiences that showcase the Mornington Peninsula’s unique blend of premium food and wine, wellness, golf and coastal landscapes.
“The Strategy will also strengthen collaboration with Melbourne Convention Bureau (MCB) and Business Events Victoria (BEV), which will help promote the Mornington Peninsula on the national and international stage.”
The Business Events Strategy will also strengthen collaboration with Melbourne Convention Bureau (MCB) and Business Events Victoria (BEV) to enhance data sharing, build capability, and promote the Mornington Peninsula on the national and international stage.
Quote Attributed to Adeline Keh, Executive Officer, Business Events Victoria
“Business Events Victoria values its long-standing partnership with Business Events Mornington Peninsula, united by a shared goal to grow high-yield visitation and strengthen Victoria’s regional visitor economy. The Business Events Strategic Plan reinforces our collective commitment to collaboration, innovation and sustainable growth. Together, we’re ensuring regional Victoria is front of mind nationally for business events and that local communities and businesses continue to flourish from the economic and social impact that this sector delivers.”
For more information and to view the full strategy, visit https://bit.ly/3W6043P
--ENDS--