Mornington Peninsula Regional Tourism

What Mornington Peninsula Regional Tourism does

Mornington Peninsula Regional Tourism is the official regional tourism board for the Mornington Peninsula region in Victoria, Australia, operating as an incorporated non-profit association under the legal entity Mornington Peninsula RTB Inc (ABN 74 914 131 916) and trading as 'Visit Mornington Peninsula.' Founded in 2012 and headquartered at 4/2a Carbine Way, Mornington, the organization markets the peninsula as a leisure destination — beaches, hot springs, wineries, golf courses, national parks, and coastal villages — to domestic and international tourists. Its core operations center on the visitmorningtonpeninsula.org website, the Found Magazine digital publication, a Trip Planner tool, and curated seasonal itineraries serving four primary traveler personas: leisure tourists, families/groups, couples, and wellness travelers.

The technology stack is a standard tourism marketing CMS with no disclosed proprietary features, mobile applications, public APIs, or AI/ML capabilities. Distribution is digital-first across the website, email newsletter, and social channels (Facebook, Instagram, YouTube, LinkedIn) under the #VisitMorningtonPeninsula hashtag, with seasonal campaigns aligned to summer, autumn, winter, and spring. The product surface includes accommodation listings, events calendar, travel deals, an EV charging stations directory, region map, and pre-planned itineraries such as 'Grab Your Crew,' 'Just the Two of Us + the Open Road,' and 'Ultimate Winter Relaxation.'

The business model is a non-profit marketing intermediary funded primarily by government tourism grants (state via Visit Victoria, local via Mornington Peninsula Shire) and member fees from regional tourism operators including wineries, accommodation providers, restaurants, attractions, and transport services such as Searoad Ferries and EastLink. The organization does not sell products or services directly to tourists; instead it acts as a content and lead-generation layer connecting visitors with local operators. Notable partnerships include the Ultimate Winery Experiences consortium and a 2025 National Banksia Sustainability Award recognition associated with a partner operator (Wild Adventures Melbourne).

Name

Mornington Peninsula Regional Tourism

Legal name

Mornington Peninsula RTB Inc

Website

https://visitmp.org

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Regional Tourism Marketing Services

NAICS

Tour Operators (561520)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Island, Beach & Resort Travel Agencies (THAKAFAL)

Keywords

• Regional tourism marketing
• Destination marketing services
• Tourism information platform
• Travel planning resources
• Visitor information services

Headquarters

HQ city

Mornington

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Others

Revenue model

1. Tourism Marketing Services: The organization operates as a Regional Tourism Board (Mornington Peninsula RTB Inc) funded primarily by government tourism funding and member fees from local tourism operators. The website provides free information to visitors as a marketing platform for the region.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Mornington Peninsula Regional Tourism (operating as Visit Mornington Peninsula) is the official regional tourism organization for the Mornington Peninsula in Victoria, Australia. The company operates the official tourism website (visitmorningtonpeninsula.org), providing visitors with comprehensive destination information including things to do, places to see, accommodation listings, dining, wineries, events calendars, curated trip itineraries, and travel planning tools. It functions as a nonprofit marketing intermediary connecting tourists with local tourism operators rather than selling products directly.

Product overview

Mornington Peninsula Regional Tourism operates the official tourism website (visitmorningtonpeninsula.org) as its core platform, providing comprehensive travel planning resources for the Mornington Peninsula region in Victoria, Australia. The digital portfolio includes the official website, Found Magazine digital publication, Trip Planner tool, and multiple curated itineraries (Grab Your Crew, Just the Two of Us, Ultimate Winter Relaxation). The platform offers seasonal travel guides, accommodation listings, events calendar, travel deals packages, EV charging station directory, and region mapping tools. The organization functions as the regional tourism board (Mornington Peninsula RTB Inc) promoting tourism across the peninsula through digital channels and partnerships.

Differentiator

Problem solved

Functional benefit

Products and services

• Visit Mornington Peninsula Official Website Official regional tourism website (visitmorningtonpeninsula.org) providing comprehensive travel information including things to do, places to see, accommodation listings, events calendar, travel deals, and trip planning tools for the Mornington Peninsula region. Targeted at domestic and international tourists planning visits.
• Found Magazine Digital magazine publication serving as a guide to the Mornington Peninsula, featuring travel inspiration, local stories, event information, and seasonal highlights. Available for free subscription via the website and newsletter.
• Trip Planner Interactive tool enabling visitors to plan and organize their Mornington Peninsula itinerary, allowing users to save attractions, accommodations, and experiences to create personalized trip plans.
• Grab Your Crew: A Coastal Getaway Awaits Itinerary Pre-planned 3-day group couples' getaway itinerary in Sorrento covering 7 must-see places across 8 kms, including accommodation at Carmel at Sorrento, Hotel Sorrento, dolphin swims, ocean beach walks, and boutique shopping.
• Just the Two of Us + the Open Road Itinerary A 3-day romantic couple's itinerary spanning 85 kms with 10 must-see places, covering wineries, dining, hot springs, and coastal villages from hinterland to Sorrento.
• Ultimate Winter Relaxation Itinerary A 4-day winter getaway itinerary covering 120 kms with 11 must-see places, featuring RACV Cape Schanck Resort, Peninsula Hot Springs, Cape Schanck Lighthouse, Flinders village, and coastal walks.
• Travel Deals and Packages Curated travel packages, accommodation deals, and special offers from local operators including Drive Victoria packages and seasonal promotions.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered minor and core.

• EastLinkminorGTM or Marketing PartnerMajor road operator and corporate partner supporting Mornington Peninsula tourism initiatives.
• Searoad FerriescoreStrategic or Co-development PartnerFerry service connecting Mornington Peninsula with Queenscliff, providing a key transportation link for visitors to the region.
• Ultimate Winery ExperiencescoreStrategic or Co-development PartnerFlagship winery experiences consortium featuring premium Mornington Peninsula wineries and cellar doors.
• Visit VictoriacoreGTM or Marketing PartnerOfficial Victorian Government tourism organization providing statewide tourism promotion and regional tourism support.
• Mornington Peninsula ShirecoreGTM or Marketing PartnerLocal government council providing funding and support for regional tourism marketing and development initiatives.
• Mornington Peninsula News Group (MPNG)minorGTM or Marketing PartnerLocal media partner providing news coverage and promotional support for regional tourism events and attractions.

Scale indicators2 records

Recent moves6 records

Expansion highlights1 record

Broad incumbents

• Destination NSW: State-level tourism body for New South Wales. Comparable as a larger Australian DMO operating with government backing and a mandate to drive visitation to a defined geography through campaigns and partnerships.
• Visit Victoria: State-level tourism organization for Victoria. Overlaps as a larger DMO operating across the same state, providing umbrella marketing and funding support to regional bodies including Mornington Peninsula.
• Visit California: State-level destination marketing organization for California. Comparable at a larger scale as a non-profit DMO funded by industry and government, using content marketing and partnerships to drive regional tourism demand.
• Tourism New Zealand: National destination marketing organization for New Zealand. Comparable in function as a government-backed DMO that markets a country through content, campaigns, and trade partnerships.

Direct peers

• Tourism Tasmania: State-level destination marketing organization for Tasmania, Australia. Closely comparable as a government-backed regional DMO that markets a defined geographic area to drive tourism through content, campaigns, and operator partnerships.
• Tourism Noosa: Regional tourism organization for Noosa in Queensland. Comparable in scale and structure as an Australian regional DMO promoting a coastal/nature-led destination through content, events, and operator partnerships.
• Yarra Valley Tourism: Regional tourism body for Victoria's Yarra Valley. Comparable as a Victorian regional DMO, with a particularly strong wine and food focus that mirrors the Mornington Peninsula's winery-led proposition.
• Tourism Whitsundays: Regional tourism board for the Whitsundays in Queensland. Comparable as an Australian coastal regional DMO with a similar non-profit, member-funded structure and content-led marketing approach.
• Great Ocean Road Tourism: Regional tourism board for the Great Ocean Road region in Victoria. Highly comparable as a peer Victorian regional DMO targeting Melbourne drive market with coastal/landscape-led content and operator partnerships.

Emerging players

• Phillip Island Nature Parks: Regional visitor-focused organization on Phillip Island, Victoria. Comparable as a Victorian destination organization combining content/attraction promotion with on-ground nature tourism assets, often working alongside Visit Victoria.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/morningtonpeninsula
• Facebookfacebook.com/morningtonpeninsula
• LinkedInlinkedin.com/company/mornington-peninsula-regional-tourism
• Instagraminstagram.com/officialmorningtonpeninsula

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mornington Peninsula Regional Tourism