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Tourism research and insights

Access domestic research, economic data and other valuable resources on the tourism industry, designed to help drive informed decisions and foster innovation.

The visitor economy plays an important part to the economic health of the Mornington Peninsula. We have close to 2000 tourism businesses, employing over 7000 people. In 2018, the visitor economy generated $1.07 billion into the local economy.

We have put together a list of research and data to help you understand the trends, who your customers are and assist with your business planning.

Mornington Peninsula visitation at a glance for the period 1 January 2023 to 31 December 2023.

  • Overall, the Mornington Peninsula tourism region received 8 million (m) visitors in 2023, an increase of 6% on 2022.
  • Day trip visitors from within Australia increased by 4% from 5.8m to 6m on the previous year.
  • Overnight visitors from within Australia increased by 13% from 1.7m to 1.9m the previous year.
  • International overnight visitors have not yet reached pre COVID numbers, with only 40,000 visitors coming from overseas.
  • Of our overnight visitors during this period, 1.78m came from within Victoria and 145,000 from other states.
  • Spend into the local economy by day trip visitors increased by 8% from $651m to $700m on the previous year.
  • Spend into the local economy by Australian overnight visitors also increased by 16% from $925m to $1.06b on the previous year.
  • The average spend per visitor: $116 per day trip visitor, $554 per overnight visitor during their stay (average of $226 per night)

NB: figures displayed are for the Mornington Peninsula tourism region which includes both the Mornington Peninsula and Frankston local government areas.

View more tourism statistics here for the Mornington Peninsula or other regions within Victoria via the Victorian Tourism and Events website.

In Mornington Peninsula, tourism supports an estimated 4,865 jobs, which is 7.8% of total employment. The largest sub-sector in Mornington Peninsula is Accommodation & Food Services with 2,671 jobs supported by tourists’ expenditure.

By comparison:

  • 121,214 jobs are supported by tourism in Greater Melbourne from a total of 2,477,900 jobs (4.9%).
  • 167,392 jobs are supported by tourism in Victoria from a total of 3,163,746 jobs (5.3%).
  • 683,139 jobs are supported by tourism in Australia from a total of 12,049,411 jobs (5.7%).

Investing in tourism

The Mornington Peninsula is located just over an hour’s drive away from the city, on Melbourne’s ‘doorstep’, and is often described as Melbourne’s playground. It is the most popular informal recreation area in Victoria.

The Mornington Peninsula has a diverse local economy including tourism, agriculture, retail, manufacturing, construction and business services. The region has a distinguished agricultural history with many of the existing food and wine producers being recognised as world class and industry leaders in their respective fields. Mornington Peninsula Shire is home to one of the Australia’s most vibrant tourism industries, offering an ever-expanding range of attractions and events. The Mornington Peninsula local economy is growing in terms of its overall size and level of employment and is changing both in terms of the relative contribution of various industry sectors and the employment they generate.

Mornington Peninsula Economic Summary: Dive into detailed economic insights with interactive data on employment, industry performance, and economic indicators specific to the Mornington Peninsula, designed to inform business decisions and strategy development.


Useful links

Sometimes knowing where to start can be confusing. To help your business we have pulled together some tourism local expert articles, along with tourism case studies about local businesses doing things really well for you to read. Also check out the latest relating to tourism business news or see what tourism training events are programmed for the near future.

New events are being released all the time, so subscribe to the newsletter to ensure you find out what is coming up.

Content created: June 2024

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