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Charles Davidson

Charles Davidson

CEO, founder, director and co-owner of the Peninsula Hot Springs

Peninsula Hot Springs, located on the Mornington Peninsula, is Victoria’s first commercial, natural hot mineral spring bathing facility. Established in 2005 it now receives 450,000+ annual visitors and employs 250 staff. Its vision is to ‘ be recognised and loved globally for creating immersive hot springs experiences that are inspired by nature and respect all cultures’.  It aims to help visitors ‘Relax in nature and connect with the deep well of their being.’

Before entering the tourism industry in 1997 Charles spent 11 years in corporate life in the international trade of food including a total of five years in Tokyo. He has travelled to 34 countries on hot springs and spa research missions to find new ways to utilise natural hot springs for health, wellbeing and community creation.

Charles sat on the board of Mornington Peninsula Tourism for 6 years, established the Mornington Peninsula Spa Association in 2007 and was on the board of the Australasian Wellness Association for 5 years. He believes that by working together we enjoy our present and create our future.

Charles lives on the Mornington Peninsula with his wife and four teenage children.


Big picture issue set to affect individual businesses in 2018?

Instagram. In 2018 Instagram has consolidated its position as one of the lead social media platforms for the tourism industry. Learning how to use it to generate awareness and traffic is essential. We live in a sharing world of images (moving and still).


The one thing that every visitor has, no matter who they are?

A mobile phone with the ability to take a photo and video (a smart phone)


Perfect Victorian getaway?

This depends partly on the season but is definitely not limited to just one destination. I like to do the ‘Victorian Crawl’ making my way around destinations and exploring. Key ones include:

– Skiing in winter (Mt Hotham, Mt Buller, Falls Creek…) followed by hot springs. I call this Fire & Ice

– Bike riding around Bright – those magnificent mountains

– Metung on the Gippsland Lakes – an absolute hidden gem – wow – a town with the whole package

– Murray River camping in a State Park

– The Grampians and the Great Ocean Road – breathtaking scenery