A landmark partnership will see Mornington Peninsula Regional Tourism and the local tourism associations of Hinterland and Western Port excitingly come together to collaborate on a series of new initiatives to benefit all three organisations.
The new collaboration marks the first time these organisations will effectively unite under the powerful Mornington Peninsula tourism brand in the best interest of local tourism enterprises and a future sustainable industry.
A strengthened Mornington Peninsula Regional Tourism body has been established to better market, promote, and advocate for the many thousands of local tourism businesses across the greater Peninsula, spanning from east of Frankston to Portsea, through the Hinterland, and across to Western Port.
Among the many net benefits of a strengthened Mornington Peninsula tourism enterprise network of well over 1000 local businesses will include greater leveraging of the destinations and a strong and vibrant online presence through visitmorningtonpeninsula.org and the region’s official and popular hosted tourism social media sites, including Instagram and Facebook.
With 8 million plus annual visitors across the greater Mornington Peninsula, Victoria’s most visited destination outside Melbourne, this new partnership can evolve the region’s tourism strategy and its communities. This includes prioritising dispersing travellers beyond our traditional visitation hot spots.
This partnership aims to drive greater visibility and growth for businesses in the Hinterland and Western Port areas by leveraging the destination's strong online presence and high traffic on the official website visitmorningtonpeninsula.org.
Angela Cleland, Chief Executive of the Mornington Peninsula Regional Tourism Board, is excited about the new partnership for its tangible benefits.
“We are thrilled to have the Hinterland and Western Port Tourism Associations join us in this exciting venture. Together, we will enhance the appeal of our region, ensuring that both well-known and lesser-known areas benefit from increased exposure and opportunities.
Importantly, this partnership is a significant step towards a more cohesive and supportive tourism community on the Peninsula.”
Dianne Gardiner, President of the Hinterland Tourism Association, echoed this enthusiasm, highlighting the positive impact on local businesses.
“This collaboration provides a fantastic opportunity for our micro businesses to gain greater visibility and support. By aligning with the Mornington Peninsula’s strong regional brand and associated tourism member base, we can pool our resources more effectively, ensuring that the unique offerings of the Hinterland and Western Port are showcased to a broader audience.”
"The Hinterland and Western Port Tourism Associations recently merged into one as a means to avoid duplication, increase value to member businesses and ensure the sustainability of the association well into the future. This MPRTB partnership is a key initiative of the newly merged association."
Both Ms Cleland and Ms Gardiner said the underlying principles of this partnership were clear – to strengthen each organisation for the long-term benefit of the tourism businesses they represent.
“By supporting each other and maximising the efficiency of our resources, we can work smarter and harder, driving growth and sustainability for the entire region. This partnership is a testament to the power of collaboration and shared vision in the tourism industry,” they jointly said.
Local micro and small tourism businesses from across the Mornington Peninsula who are not yet members are encouraged to contact any of the organisations to see how they can benefit from this exciting new partnership in the future.