2018 19/SNAPSHOT

Destination Riverina Murray achieved substantial outcomes for the tourism sector across the region in the 2018/19 financial year.

Genevieve FlemingChair

Working in partnership with Destination NSW, Thrive Riverina, Murray Regional Tourism and 22 local councils, Destination Riverina Murray has supported new product development initiatives, developed compelling marketing campaigns, exhibited at key events, created dynamic social media platforms and delivered education and training to enhance the performance of the sector across the region. We have provided inputs into Statewide plans and strategies, lobbied and advocated on key issues impacting the sector, successfully sourced additional funding for key projects and worked in successful collaboration with cross border stakeholders. Media famils have highlighted the Riverina Murray offering in high circulation magazines and newspapers, on high rating television shows, on radio, and on key social media influencer and blogging sites.

These outcomes represent unprecedented promotion of the Riverina Murray region, and will work effectively to entice more people to visit, experience, stay and return to our diverse and appealing region.

We look forward to building on the success of the 2018/19 financial year with a strong and ambitious program of strategic activity planned for 2019/20.

The objectives set by Destination Riverina Murray for the 2018/19 financial year were specific to increasing visitation, length of stay and expenditure in the region.

$1.8

$4.9

$290 +

go with the

1 4

5

6

2

3

100 +

Nine

54

Support the development of more appealing visitor experiences.

Grow the profile of the Riverina Murray region in the capital city markets of Sydney, Canberra, Melbourne and Adelaide.

Focus on opportunities in international markets.

The combined value of six new projects supported through the Regional Tourism Product Development Fund.

The combined value of 6 new projects supported through the Regional Tourism Product Development Fund.

The funding for Incubator and Flagship events secured through the Destination NSW Regional Flagship Events Program.

The new cooperative marketing campaign for The Riverina.

The number of people we reached at major events in Canberra, Sydney and Melbourne.

The businesses that took part in The Riverina Murray Tourism Business Accelerator Program delivered in partnership with Regional Development Australia Riverina.

The people reached by the My Riverina Murray Instagram competition.

The advertising value of media exposure gained for the region on programs like Postcards, Sydney Weekender, Better Homes and Gardens, Qantas Magazine, Australian Traveller and many more.

Destination Riverina Murray’s vision is that more people will enjoy visiting the Riverina Murray region due to:

Destination Riverina Murray’s mission is to strengthen the region’s visitor economy by collaborating effectively with industry, local government and tourism organisations to increase visitation, expenditure and dispersal within the Riverina Murray.

Destination Riverina Murray makes an impact by doing things differently and collaborating to achieve successful outcomes. We are:

- Innovative and entrepreneurial- Collaborative and outcome-focussed- Ethical and honest - Responsible and impactful- Transparent and fair.

Raise awareness of the region’s offering among locals who host the visiting friends and family market.

Progress projects and initiatives identified in the Riverina Murray Destination Management Plan.

Increase the number of large-scale events with a focus on attracting visitors.

- The development of more appealing tourism experiences

- The effective positioning and promotion of the destination to domestic and international visitor markets

M

M

K

K

K

VISION

MISSIONVALUES

We have sought to achieve this through the following strategic initiatives:

increasing visitation, length of stay and expenditure in the region.

Flow

We partnered with our local tourism players to host destination exhibitions at major events in Canberra, Sydney and Melbourne and reached more than 100,000 people in these key target markets.

We supported 14 events hosted across the region to secure more than $290,000 worth of funding through Destination NSW’s Regional Flagship Events Program to help attract more visitors from outside the region.

We held 20+ industry development events across the region to engage tourism businesses and stakeholders.

We partnered with Visit Albury Wodonga and Visit Wagga Wagga to host destination stands within the Destination NSW Regional NSW exhibition at AIME 2019 in Melbourne.

The #MyRiverinaMurray Instagram competition was delivered over the summer holiday period and reached more than 54,000 people, making a significant boost to the content being shared online of the region’s most Insta-worthy destinations.

We encouraged people to come on a road trip to the region by partnering with social media influencers Trip in a Van to promote the Mighty Murray River Drive and the Riverina to Snowy Valleys Way road trips.

The Riverina “Go with the Flow” cooperative marketing campaign was delivered in early 2019, with the Murray campaign to be delivered in late 2019 in partnership with Destination NSW, Murray Regional Tourism and Riverina councils.

We worked with Destination NSW to secure significant media exposure for the region through the cooperative marketing campaigns including features on Postcards, Sydney Weekender, Better Homes and Gardens, Qantas Magazine, Australian Traveller and many more.

The Flagship Event Content Project saw us partner with event owners to capture quality photo and video content that can be used by each event and Destination NSW for future marketing and promotion.

We delivered the “It’s On in the Riverina” event marketing campaign in partnership with Destination NSW and regional events.

We published an accommodation market assessment report to encourage new investment in accommodation properties across the region.

Six new projects were successfully supported through the Regional Tourism Product Development Program Fund to a combined project value of $1.8M.

We supported tier 1 and 2 projects identified in the Destination Management Plan to achieve government funding for implementation, including the Murray River Regional Experiences Project and the Wagga Wagga Riverside Stage 2 Upgrades.

We partnered with Regional Development Australia Riverina to deliver the Riverina Murray Tourism Business Accelerator Program to nine businesses in the region.

We promoted Balranald and the Mungo and Yanga National Parks through a partnership with Balranald Shire Council and NSW National Park and Wildlife Service.

Working with local tour operators, we developed test itineraries for international markets to leverage international flights from Singapore to the Canberra Airport.

EVENTS SOCIAL MEDIAMARKETING PROJECT DEVELOPMENT PARTNERSHIPS

20+

Trip in a Van

Propertymarket

RiversideUpgrade

industry events

SINCBR→ $1.8M

183 Tarcutta Street Wagga Wagga NSW 2650

info@destinationrm.com.au

riverinamurray.com.au

Our vision is that more people will enjoy visiting the Riverina Murray region.