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Resources

Destination Riverina Murray 2018/19 Snapshot

At the beginning of the 2018/19 financial year the Destination Riverina Murray board and staff set ambitious goals and objectives designed to energise and inspire the region’s tourism industry, to educate and equip operators for growth, to ensure more resources were committed to marketing the region, and to ultimately increase visitation to the towns, villages and cities. The objectives set were a strategic mix of product development and marketing initiatives that have been delivered in close collaboration with our partners including Destination NSW, Thrive Riverina, Murray Regional Tourism and the 22 local government areas in the Riverina Murray region.

The 2018/19 Snapshot document summarises the key projects and initiatives delivered during the financial year.

Download the 2018/19 Snapshot

Riverina Murray Destination Management Plan

The Riverina Murray Destination Management Plan 2018 is the key strategic document to drive and promote growth in the region’s tourism industry. The DMP identifies strategic development themes, priority projects and infrastructure that will encourage both private and public-sector investment in the tourism sector and stimulate increased visitation to the region.

Destination Riverina Murray will deliver the plan in partnership with Destination NSW, Murray Regional Tourism, Thrive Riverina, NSW National Parks and Wildlife Service, Local Governments and the tourism industry.

Download the Plan

The Murray – Best Shared Campaign

On Friday, August 30 2019 a new marketing campaign for The Murray was officially launched by the Member for Albury Justin Clancy, alongside the Murray River in Albury’s picturesque Noreuil Park. The Murray – Best Shared is based on the concept of creating remarkable travel stories visitors can’t wait to share.

The Murray – Best Shared is the result of a collaborative effort between the NSW Government’s tourism and major events agency Destination NSW, Destination Riverina Murray and Murray Regional Tourism, with support from regional councils. It will focus on three key themes: Food and Wine, Nature and Outdoors, and Golf, and run for 11 weeks across Facebook and Instagram, complemented by PR activity.

The Murray is already an appealing and established holiday destination for domestic travellers aged over 50. With that in mind, this new campaign aims to drive overnight visitation and increase length of stay among a younger demographic of 30 to 50 years of age.

Industry operators in the Murray region can now access the campaign toolkit (password: bestshared) and visit the landing page where experiences across the region are being showcased.

Access Campaign Toolkit - Password: bestshared

The Riverina - Go With The Flow Campaign

In February 2019, Destination NSW launched The Riverina Go with the Flow campaign in partnership with Destination Riverina Murray, Thrive Riverina and the Riverina councils. The aim was to increase awareness of The Riverina and its appeal as a holiday destination to couples aged 45-65 living in Sydney, Melbourne, Canberra and surrounding areas.

With funding of $125,000 from the NSW Government and a combined investment of $450,000, the marketing program was the most significant ever to promote visitation to the region. The campaign, which ran between February and May 2019, included advertising on Facebook, Instagram and a suite of PR initiatives.

Industry operators can access the campaign toolkit (Password: Riverina)watch the campaign video and visit the campaign page on visitnsw.com where visitor experiences across the region are showcased under the themes ‘food and agritourism’ and ‘nature’.

Download the campaign report

The Riverina Branding and Visual Identity

Destination NSW has worked in partnership with Destination Riverina Murray and Thrive Riverina to develop a brand identity and guidelines for the Riverina region. The new branding differentiates the Riverina from its competitors and presents a united, clear and strong visual identity that reflects the unique experiences on offer and positions the region as a desirable leisure destination.

Two versions of the guidelines have been created – one suitable for the local tourism industry, local councils and other stakeholders, while the master version is suitable for use within whole-of-region marketing campaigns and promotional material by Destination NSW, Thrive Riverina and Destination Riverina Murray. If you are a stakeholder from a local council or a tourism business within the Riverina we encourage you to download the guidelines so you can align your own messaging, branding and promotions with the region’s identity. All of the branding assets such as logos, the colour palette and font can be downloaded using the links within the guidelines document.

Download the Riverina Branding Guidelines

The Value of Tourism to the Region

Every minute of every day, tourism delivers over $3,000 of visitor spend into the Riverina Murray economy – that equates to almost $4.6 million per day! This value has grown by over 30% in the last year alone and is forecast to continue as the region’s tourism sector matures and attracts more visitors. Read more about the impact of tourism on the region’s economy within the Value of Tourism Report for 2018.

Download the Report

NSW First Program

Destination NSW delivers the NSW First Program to assist tourism businesses to develop, promote and sell their tourism products. It includes face-to-face workshops and online webcasts with a focus on free online and on-demand content, to cater to busy round-the-clock tourism businesses across NSW. Live webcasts offer ‘how-to’ insights on a range of topics for the tourism industry, with more events to be added to the calendar throughout the year.

Find out more

Destination NSW Resources

Develop Your Tourism Business

Develop great tourism experiences — whether you are just starting out or taking the next steps in your business. Gain a better understanding of the tourism industry, and get practical tips and insights for your developing business, creating market-matched products and standing out from the crowd.

Read the Guide

Promote Your Tourism Business

Promote your tourism experience through a range of channels, including digital marketing, media and via local networks, using wellplanned marketing tools. Find out how to get involved in Destination NSW opportunities to extend your marketing reach.

Read the Guide

Sell - Inbound Tourism Guide

This toolkit will give you all the information, tips and contacts you need to target Chinese travellers to NSW. Find out how to become market-ready for China, how to do business in China, what marketing opportunities are available and who the key industry contacts are including Destination NSW offices in-market.

Read the Guide

Research and Statistics

Riverina Visitor Statistics

Total visitors and nights spent in the region, accommodation used, top activities, visitor demographics and expenditure while in the region.

Riverina Visitor Statistics

Murray Visitor Statistics.

Total visitors and nights spent in the region, accommodation used, top activities, visitor demographics and expenditure while in the region.

Murray Visitor Statistics.

Local Government Area Profiles.

Visitor profiles and accommodation reports for LGA's are a useful resource for marketing and planning at the local destination level.

LGA Profiles.

Regional Event Fund

The Regional Event Fund identifies and supports events in regional NSW that have the potential to act as a ‘cornerstone’ or flagship tourism event for their area by attracting overnight visitation and delivering long term benefits to the region.

Follow the step-by-step guide to understand how Destination Riverina Murray can assist you with your funding application for the Incubator Event Fund, Flagship Event Fund and Event Development Fund.

 

Incubator Event Fund

The Incubator Event Fund offers seed funding up to $20,000 to events in Regional NSW to support their first and second years of activity. The fund supports innovative events that demonstrate sound organisational planning, have a unique alignment with the character and culture of their local region and which can demonstrate a broad appeal likely to promote tourism and attract overnight visitation.

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Regional Event Fund

The Regional Event Fund identifies and assists the development of events that contribute to the unique character and culture of the tourism regions of NSW and can demonstrate that they attract overnight visitation. The Flagship Event Fund offers grants specifically to support marketing activities aimed at increasing visibility and attracting visitation to the event from outside its immediate area.

Find Out More

Event Development Fund

The Event Development Fund supports events that have already received the maximum funding permitted through the Regional Event Fund and can present a comprehensive strategy for future growth that includes the continued development of its tourism potential to drive overnight visitation to the event.

Find Out More

Regional Tourism Fund

The NSW Government has announced $13 million in regional tourism funding, between 2016 and 2019, to support the regional tourism industry in NSW.

Follow the step-by-step guide to understand how Destination Riverina Murray can assist you with your application to the Product Development Program.

 

Regional Tourism Product Development Program

The Regional Tourism Product Development Program offers between $15,000 and $150,000 for eligible projects that satisfactorily meet the assessment criteria. The funding must be, at least, matched dollar-for-dollar.

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Regional Cooperative Tourism Marketing Program

Regional Cooperative Tourism Marketing Program is available to undertake a Cooperative Tourism Marketing Program which will be led by Destination NSW.

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Get Connected

Get Connected is Destination NSW’s website membership program. Simple and easy to use, Get Connected membership is free and is open to all tourism operators within New South Wales.

With Get Connected, Destination NSW gives you the opportunity to showcase your tourism products on Destination NSW consumer websites FREE of charge and tap into over 1.8 million potential customers a month, both domestic and international – that’s 22 million people a year who are looking for tourism products.

Follow this step-by-step guide to list your business on Get Connected.

Find out more

Image Library

Media and industry operators can search and download images for free from Destination NSW’s image library. The collection is constantly being updated and includes great images of city and regional destinations, experiences and events.

Find out more

Regional Conferencing and Business Events

Meet In Regional NSW

The Meet in Regional NSW website is designed to be a one-stop shop for business events organisers looking for a suitable location and/or venue as well as an education and support resource for venues and industry operators offering tips and tools of the trade to assist them in creating and attracting new business. List your venue on the site for free and access the business development tools.

List A Business Event Venue

NSW Regional Conferencing Toolkit.

The toolkit has been developed for rural and regional NSW suppliers and will assist them in: understanding the business events markets and current trends; identifying and developing target markets; building marketing networks; how to respond to event bids and requests for proposals; adding value to bids, tenders or proposals and developing ways to measure success, set goals and targets.

NSW Regional Conferencing Toolkit.