Tourism is one of the most powerful economic drivers for the Mornington Peninsula and Frankston, and the numbers speak for themselves. In the year to December 2024, 7.95 million visitors chose our region, making the Mornington Peninsula the number one destination in regional Victoria for attracting visitors.
These visitors generated $1.75 billion in direct expenditure, up 54% on 2019 (and yes, you may not have seen this hit your bottom line), supporting 3,903 local tourism businesses and 13,500 jobs across our region. Importantly, 62% of those jobs are directly in tourism roles, meaning tourism isn’t just a sector; it is people’s livelihoods.
Why We Must Champion the Story
Every operator, from small family businesses to large-scale attractions, plays a role in this success. When we talk about the value of tourism, we’re not just talking numbers; we’re talking about the positive ripple effect tourism creates across our communities.
Visitors support local jobs. Every café, winery, gallery, and accommodation provider depends on visitor spend to keep locals employed. Tourism sustains businesses big and small. Many of our operators are micro or small businesses, making tourism a backbone for entrepreneurship in the region.
The benefits flow beyond tourism. Visitors also spend in retail, health and wellbeing, and services, strengthening the broader economy.
Mornington Peninsula and Frankston, together across sub-regions, the economic contribution is significant:
- Southern Mornington Peninsula: $993 million in direct expenditure
- Northern Mornington Peninsula: $261 million
- Western Port: $209 million
- Frankston: $174 million
- Hinterland: $104 million
This spread of impact shows why it is vital that every town, village, and operator continues to speak proudly about the role tourism plays. Tourism success doesn’t just happen. It is the result of hard work, collaboration, and consistent storytelling. When we, as a region, keep reinforcing the value of tourism, we:
- Build stronger advocacy with government and stakeholders
- Attract new investment and opportunities
- Strengthen community understanding of tourism’s role in supporting local jobs and services
Our Shared Responsibility
Mornington Peninsula and Frankston are enviable destinations, and tourism is the engine that keeps them thriving. Every operator should confidently share these figures, remind customers of the broader value their visit brings, and be proud ambassadors of the region’s visitor economy.
Tourism is not a side story it is central to the economic health and community vibrancy of our region. Together, we must keep telling that story.