The Mornington Peninsula Regional Tourism Board is proud to highlight the significant progress achieved through its Regional Platinum partnership with the Melbourne Convention Bureau (MCB), formally signed in December 2025 in direct response to the region’s Business Events Strategy.
This partnership has already delivered on an international scale.
In December 2025, the Mornington Peninsula hosted three international famil programs as part of the prestigious Australia Next trade show, delivered in Melbourne in partnership with Business Events Australia. Australia Next is one of the nation’s leading incentive showcase events, connecting Australia’s most desirable destinations with pre-qualified global incentive planners and decision-makers. Delegates from the UK, USA, Canada and New Zealand experienced the region first-hand, reinforcing the Mornington Peninsula’s position as a premium incentive and business events destination.
Momentum has continued into 2026, with the region also privileged to host famil programs aligned with AIME 2026, including international and domestic media, alongside a dedicated USA/Canada buyer delegation. As the Asia Pacific’s leading business events exhibition, AIME provides unparalleled access to global event organisers actively seeking distinctive, high-quality destinations.
Across five famil programs, a total of 13 Mornington Peninsula businesses were showcased, demonstrating the depth of product across luxury accommodation, wellness, golf, culinary experiences, coastal settings and unique event spaces.
The scale and speed of delivery underscore the strength of the partnership with MCB, whose global offices and established international networks enable the Mornington Peninsula to extend its reach well beyond what could be achieved independently.
Angela Cleland, Chief Executive Officer of the Mornington Peninsula Regional Tourism Board, said the collaboration is already delivering tangible outcomes for the local industry.
“Our partnership with the Melbourne Convention Bureau is a critical lever in executing our Business Events Strategy. It provides the Mornington Peninsula with international representation and credibility in key global markets that would otherwise be beyond our individual reach.
Through MCB’s global footprint and strong trade relationships, we are positioning the Mornington Peninsula as a compelling extension to Melbourne’s business events offering, one that delivers premium, distinctive experiences within an hour of the CBD.
The scale of famil activity in just the first few months of this partnership demonstrates both the appetite for our destination and the strength of alignment between our organisations.”
Julia Swanson, Chief Executive Officer of Melbourne Convention Bureau, said, “We are proud to be in partnership with Mornington Peninsula Business Events and to collaborate in placing this beautiful part of Victoria on the world stage. By drawing more business events into Victoria’s regions, we’re not only showcasing the unique experiences the Mornington Peninsula has to offer – we’re creating economic opportunities for local businesses and delivering meaningful outcomes that support regional jobs, strengthen local industries, and highlight why Victoria’s regional destinations are truly world‑class.”
The partnership marks a pivotal step in strengthening midweek and off-peak demand, supporting the region's broader visitor economy goals and is enabled by the newly formed Visitor Economy Partnership, a partnership between State and Local Government and Industry, all ensuring the Mornington Peninsula continues to compete confidently on the global business events stage.