We are excited to announce a new pilot collaboration between Mornington Peninsula Regional Tourism and Ultimate Winery Experiences Australia (UWEA), a prestigious collective of Australia’s premier winery experiences and part of Tourism Australia’s Signature Experiences of Australia program.
This partnership is an essential step in enhancing the visibility of our region, both domestically and internationally. Notably, three local wineries—Montalto, Pt Leo Estate, and Ten Minutes by Tractor—are recognised as Ultimate Winery Experiences, demonstrating the strength of our local offering.
The partnership looks to support Mornington Peninsula Regional Tourism’s growth and enhance visitor experiences:
Amplifying the Mornington Peninsula’s Winery Experiences
Through this partnership, we will shine a spotlight on the extraordinary wine tourism experiences our region has to offer through Ultimate Winery Experiences Australia partners, positioning the Mornington Peninsula as a premier destination for wine enthusiasts around the globe, and providing an avenue for domestic consumers to purchase specialised experiences.
Increased Exposure for International-Ready Products
Selected brand-aligned accommodation and specialised tourism experiences that are prepared for international markets will be featured on a curated list, giving them greater exposure to global audiences and helping them capitalise on key tourism reach in trade markets.
Developing Compelling Winery Experiences
As part of this partnership, we will be hosting an in-region workshop for all winery businesses, in collaboration with Ultimate Winery Experiences Australia. This workshop will focus on applying key experience-making principles, tailored to enhance both domestic and international appeal. By attending, wineries will gain insights into how to craft engaging, memorable experiences that will resonate with a diverse range of visitors, whether from Australia or abroad.
“We are delighted to partner with Mornington Peninsula Regional Tourism and highlight the exceptional wine tourism experiences this region has to offer. This collaboration will amplify the visibility of the entire region, and of our local members Montalto, Pt Leo Estate, and Ten Minutes by Tractor. By leveraging our combined marketing efforts, we’ll reach high-value audiences, elevate the region’s profile and ensure both domestic and international travellers can access authentic, memorable and immersive winery experiences.”
Sarah Myers, Executive Officer, Ultimate Winery Experiences Australia
"This partnership is pivotal in supporting our broader regional tourism strategy by empowering local wineries to grow through enhanced visitor experiences. By working with Ultimate Winery Experiences Australia, we are ensuring that our region’s wineries are well-positioned to attract visitors from all over the world, through both visibility and capability building"
Angela Cleland, Chief Executive Officer, Mornington Peninsula Regional Tourism
Supporting the Regional Tourism Board’s Strategy
This collaboration aligns with the Mornington Peninsula Regional Tourism Board’s strategic goals, particularly in fostering a sustainable tourism industry and enhancing visitor experiences across the region.
We look forward to continuing to support our region’s tourism businesses as we work together to build globally recognised and locally treasured experiences.