This landmark decision ensures the region is eligible to access part of the $11 million in funding allocated in the Victorian State Budget to support the establishment and operation of Visitor Economy Partnerships across regional Victoria. The new entity will be known as Mornington Peninsula Regional Tourism, reflecting its expanded role and commitment to leading the region’s visitor economy into its next phase of growth.
What is a Visitor Economy Partnership?
Visitor Economy Partnerships are a strategic initiative by the Victorian Government designed to align local, state and industry efforts to drive regional tourism growth. This three-way collaboration between State Government, Local Government, and Industry provides a unified framework for destination marketing, product development, business capability building, investment attraction and tourism advocacy.
With this formalised partnership, Mornington Peninsula Regional Tourism (MPRT) will be equipped to deliver a cohesive and impactful program that strengthens the region’s competitive advantage and long-term resilience in tourism.
Why This Matters for the Mornington Peninsula
Tourism is one of the Mornington Peninsula’s most critical industries. The region’s visitor economy supports over 13,500 local jobs and a network of more than 3,900 tourism-related businesses — ranging from accommodation providers, attractions and tour operators to food, wine, wellness, and retail experiences.
The Visitor Economy Partnership model will unlock new funding and collaboration opportunities to:
- Elevate the Mornington Peninsula’s national and international brand positioning
- Develop and promote high-yield, experience-rich tourism offerings
- Fill product gaps and foster innovation through investment and development
- Provide training and support to tourism businesses, improving quality and sustainability
- Undertake region-specific research and planning to future-proof the sector
- Advocate for critical infrastructure and policies to enhance the visitor experience
Chief Executive Officer of Mornington Peninsula Regional Tourism, Angela Cleland, welcomed the formal ratification, saying:
“The establishment of the Visitor Economy Partnership marks a significant milestone in the Mornington Peninsula’s tourism journey. It brings together government and industry in a shared commitment to deliver stronger, more coordinated outcomes for our region. We are now set to continue influencing strategic investment, championing local businesses, and building a resilient, thriving visitor economy for the long term.”
A Vision for Sustainable Growth
Guided by its Strategic Plan, Mornington Peninsula Regional Tourism is focused on sustainable growth—attracting high-value visitors, dispersing tourism benefits across the region, and supporting year-round visitation that benefits businesses and communities alike.
This new Partnership structure aligns with successful models implemented in other regional destinations such as Tourism North East and Geelong and Bellarine Tourism, ensuring the Mornington Peninsula is both competitive and collaborative in attracting investment and visitation.
With a renewed mandate and access to dedicated State Government support, Mornington Peninsula Regional Tourism will continue to serve as the region’s peak industry body, advocating for tourism’s vital role in jobs, investment and community wellbeing.
To view the Mornington Peninsula Shire Council's Press Release here