After years in the making the Yannabil First Peoples Tourism Council has officially launched.

Naarm / Melbourne's Mornington Peninsula on Bunurong/Boon-Wurrung County is an environmentally-diverse, experience-rich tourist hotspot, and one ready for a strong Indigenous sector to explore.

The bay-side Peninsula has more to offer than wineries and foreshore, Yannabil chair Sharon Brindley told National Indigenous Times, promising a new "powerhouse to create change for all First Peoples in this region".

Yannabil comes as a collective of Indigenous businesses and organisations already operating in the area.

Initial discussions with a vision for the future started over seven years ago.

Ms Brindley hopes others come along on the journey.

"I know of different tourism councils in different areas, but the Peninsula lacked that, it needed to be created," she said.

"Imagine in the future when kids come down here and actually have a plan of what they can do within all different elements of culture.

"So, this will be a space that hopefully really grows and highlights us in all different areas of the Peninsula."

A 2024 Government-Supply Nation report found First Nations businesses in tourism-related industries generated almost $1 billion in turnover, and employed close to 7,000 workers in 2022-23.

"We were all doing it (on the Peninsula)... but not making it easy for tourists to come down and actually see, 'oh, my God, I can do this, this, this and this'."

Demand is growing, and First Nations businesses have the opportunity in front of them to showcase they're ready, Ms Brindley added.

Its inaugural committee includes representatives from health and wellbeing non-profit and cultural gathering place Nairm Marr Djambana, local gallery Baluk Arts, weaving arts and Wayapa Wuurk (earth connection) practitioner Our Songlines, school education and guided walks operator Living Culture, and Ms Brindley's Jala Jala Treats.

Nairm Marr Djambana's Aunty Deb Mellett, a Yannabil co-chair, said "what we're trying to do is empower, and empower our community".

"There's a lot of organisations that exploit Aboriginal tourism, in some way. So what we're doing here is creating prosperity and wealth for our own mob," Aunty Deb said.

"The Peninsula has over 100,000 visitors every summer. We're giving them a unique first people's experience."

Yannabil was formally incorporated in May 2025, cementing a capacity and foundation to build off, and with legitimacy, National Indigenous Times was told.

The local Mornington Peninsula Shire Council have also been supportive.

Around 50 local community members attended last week's launch.

Council's products and services were on display. Living Culure's Hudson Fraser led a cultural walking tour in the nearby bushland for attendees.

"We could reshape tourism. We could define authenticity. We could create opportunity for generations to come," Ms Brindley said in a speech on the day.

"Because what we carry is not just knowledge. We carry culture. We carry story. We carry responsibility. And when that is shared, respected and supported it becomes something incredibly powerful.

"This Council is about more than growth. It is about unity. It is about respect. It is about legacy."

Ms Brindley said there are more First Nations businesses and organisations in the local area welcome to come on board.

The long-term vision is to establish a permanent hub for the area.