The December 2023 National Visitor Numbers have been released, revealing a significant upswing in visitor figures for the Mornington Peninsula despite industry-wide challenges. Feedback from our operators indicates a difficult year-end however the Mornington Peninsula has shown remarkable resilience, with a 6% increase in visitor numbers compared to the same period in 2022.
The year-end figures for 2023 showcase just over 8 million visitors to the Mornington Peninsula. While the data shows visitation has increased since 2022, this number is down by 6% compared to 2019, indicating the lingering impact of external factors on the region's tourism sector.
Breaking down the statistics further, day trippers continue to make up a significant portion of the Peninsula's visitors, with just over 6 million daytrippers recorded. This maintains the Peninsula's status as the top destination for a day visit in Victoria, representing 16.15% of all regional day trippers.
Overnight stays still contribute substantially to the region's tourism economy, with almost 2 million overnight visitors staying 5.7 million nights. The first signs of international recovery in the region have also been recorded, with the average international visitor staying 25.1 nights, up from the pre-pandemic 17.3 days.
In terms of economic impact, Mornington Peninsula’s (including both Frankston and Mornington Peninsula LGAs) visitor spend has surged to $1.7 billion, marking a notable 12% increase compared to 2022 and an impressive 37% increase compared to 2019. The Regional Tourism Board notes that there is a significant amount of inflationary cost in the numbers when compared to 2019, and therefore, the increases are not necessarily flowing through to the bottom line of tourism businesses but contributing to the rising costs of doing business.
Commenting on these figures, Angela Cleland, Chief Executive of the Mornington Peninsula Regional Tourism Board, expressed optimism in the face of challenges, stating, "We are grateful to see the continued growth in tourism numbers for the Mornington Peninsula and recognise that they are from a time period over four months ago – and may not be reflective of the operating environment of today. Further, despite the tough operating environment characterised by rising costs of living and doing business, as well as shifting consumer habits, our region has demonstrated resilience and appeal."
Angela emphasised the importance of adapting to changing market dynamics while remaining steadfast in promoting the Peninsula's unique offerings. "As we navigate through these challenging times, it is imperative that we remain agile and innovative in our approach to tourism. By focusing on enhancing visitor experiences and leveraging the Peninsula's natural beauty and diverse attractions, we are confident in our ability to sustain growth and prosperity for the region, which ultimately create employment opportunities locally" Angela added.
The Mornington Peninsula continues to position itself as a premier tourism destination, offering a blend of stunning landscapes, cultural experiences, and culinary delights, ensuring that visitors from near and far continue to enjoy our region.
To discover all the insights on the Visitor Economy, click here