MORNINGTON Peninsula Shire councillors have backed a new visitor economy partnership that will aim to drive its tourism growth and strengthen its position as a premier visitor destination. The partnership is a state government initiative, which will see regional tourism boards, councils, and industry state-wide transition into a formalised network of visitor economy partnerships (VEPs).
These independent organisations, which will be made up of one independent chair, one local government board member, and up to seven industry partners and/or skills-based board members, will act as an official voice for tourism in their regions, as well as securing grants.
Shire councillors voted to endorse establishing its own VEP at their 17 June meeting – joining many councils across the state which have committed to the VEP.
In 2024, the Mornington Peninsula attracted 7.9 million visitors, contributing $1.8 billion to the local economy, according to Tourism Research Australia. Tourism supports more than 5000 peninsula jobs and contributes almost $1 billion in direct economic output from tourism-related industries.
The shire has committed to providing $200,000 per year over four years through its community investment fund, which will be reviewed at the end of every four years. According to a shire report, each VEP receives core funding from the government, “subject to the annual budget process, and gives the businesses in each region access to the state government’s regional tourism programs including Regional Tourism Infrastructure Fund and Enabling Tourism Fund amongst others”.
While some councillors had questioned the figure about “what value for our money we are getting back,” mayor Cr Anthony Marsh was quick to point out that the council’s contribution was a “net investment that will return tenfold,” noting the state government had approved a $2 million grant alone for The Briars conservation park through the Regional Tourism Board.
Additionally, he said last month the state government announced it would provide $11 million in funding for regional tourism boards state-wide, directly supporting the peninsula. “The Mornington Peninsula is one of Victoria’s most visited regions, and tourism plays a vital role in our local economy,” he said. “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.”
Initially, the government required a VEP to have at least three councils included. Frankston Council had declined to participate, which has led to Mornington Peninsula Regional Tourism initially being made up of industry and Mornington Peninsula Shire Council.
According to a shire report, the “state government has agreed to recognise this partnership as a VEP under their current model even though it doesn’t meet the three-council minimum membership level”.
Mornington Peninsula Regional Tourism Board chairman Roger Lancia, said “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”.
Councillors Michael Stephens and David Gill voted against the VEP. Cr Gill said “we’re putting our money into a hope for a better outcome from the state government. So far we’ve got no reason to believe that we’re going to get that result to be hopeful because the past history is we’re not getting those results.”
First published in the Mornington News – 8 July 2025
