Destination Management Plan - Riverina Murray - Destination Riverina Murray

Destination Management Plan - Riverina Murray - Destination Riverina Murray
Riverina Murray

                  Goobarragandra River, Tumut
                      Credit: Destination NSW
Destination Management Plan - Riverina Murray - Destination Riverina Murray
Destination Riverina Murray                             Acknowledgement of Country                                 Thank You                                                  Contents                                                   Acronyms                           Glossary of Terms
Destination Riverina Murray is one of six Destination   Destination Riverina Murray acknowledges the many          Destination Riverina Murray would like to thank the
Networks established by the NSW Government. The         Aboriginal Nations and Aboriginal People of the Riverina   people and organisations who have contributed to           Executive Summary                                          DMP Destination Management Plan    Domestic day trip visitors: Those
Networks are responsible for driving the growth of      Murray region as the traditional carers and custodians     the development of the Destination Management                                                                         DRM Destination Riverina Murray    who travel for a round trip distance
the visitor economy in each respective region to help   of the land that we all now live and work on. We pay       Plan, including Local Governments, the local tourism       Part A: Background                                    1                                       of at least 50 kilometres, are away
                                                                                                                                                                                                                                         IVS International Visitor Survey
achieve the NSW Government’s overnight visitor          our respect to Elders past, present and emerging.          industry, Destination NSW, Murray Regional Tourism,        01. Introduction                                      2                                       from home for at least 4 hours, and
expenditure goal for 2020.                              Destination Riverina Murray values the diversity of this   Thrive Riverina, National Parks and Wildlife Service and                                                              LGA Local Government Area          who do not spend a night away from
                                                        region and works in partnership with local Aboriginal      many more important contributors. Destination Riverina     02. Visitor Profile                                   5    MIA Murrumbidgee Irrigation Area   home as part of their travel. Same
The Destination Networks facilitate growth in the       communities to respectfully celebrate and share            Murray appreciates the time you have committed to          03. Cross-Border Considerations                       15   MRT Murray Regional Tourism        day travel as part of overnight travel
visitor economy at a local level by representing and    Aboriginal culture with visitors to the region and also    ensuring the Plan provides a cohesive direction and                                                                   NVS National Visitor Survey        is excluded.
coordinating the region’s tourism industry.             with locals who live here.                                 can be effective at driving increased investment and       04. Economic Impact                                   17
                                                                                                                                                                                                                                         POMR Ports of the Murray River
                                                                                                                   visitation to the region.                                  Part B: DMP Framework                                 18                                      Domestic overnight visitors: People
The operations of Destination Riverina Murray are       Destination Riverina Murray Board                                                                                                                                                TRA Tourism Research Australia     aged 15 years and over who undertake
                                                                                                                                                                              05. DMP Framework                                     19
funded by Destination NSW, the lead government                                                                     Contact                                                                                                                                                  an overnight trip of one night or
agency for the New South Wales tourism and major        Genevieve Fleming | Chairperson                                                                                       06. Project Assessment                                30                                      more and at least 40 kilometres
events sector.                                          Judith Charlton | Director                                 For more information about the Riverina Murray                                                                                                           away from home are referred to as
                                                                                                                                                                              Part C: Sub-Regional Profiles                         32
                                                        Neil Druce | Director                                      Destination Management Plan please contact:                                                                                                              overnight visitors. Only those trips
                                                        Belinda King | Director                                                                                               07. Albury Hume                                       33                                      where the respondent is away from
                                                        Alex Smit | Director                                                                                                                                                             home for less than 12 months are in
                                                                                                                                                                              08. Eastern Riverina                                  41
                                                        Kate Shilling | Director                                                                                                                                                                                            scope of the NVS.
                                                                                                                   Urban Enterprise                                           09. Western Riverina                                  51
                                                        Mission Statement                                                                                                                                                                                                   International visitors: A person is
                                                                                                                                                                              10. Outback Riverina                                  59
                                                                                                                   This Destination Management Plan (DMP) was prepared                                                                                                      defined as an international visitor
                                                        Destination Riverina Murray’s mission is to strengthen     by tourism, economics and urban planning consultancy       11. Central Murray                                    65                                      to Australia if they are currently a
                                                        the region’s visitor economy by developing strong          firm Urban Enterprise in collaboration with Destination    12. Snowy Valleys                                     75                                      resident overseas, have been in
                                                        partnerships with industry, local government and           Riverina Murray (DRM). Urban Enterprise authors                                                                                                          Australia for less than one year and
                                                        tourism organisations to collectively contribute           include:                                                   13. Regional Positioning Projects                     82                                      are aged 15 years or over.
                                                        towards increasing visitation, expenditure and dispersal                                                              Appendices                                            84
                                                        within the Riverina Murray region.                         Mike Ruzzene | Chris Funtera | Danielle Cousens
                                                                                                                                                                              Appendix A: Strategic Context                         85
                                                                                                                                          Appendix B: Sub-Region Visitor Profile                88
                                                                                                                   Version                                                    Appendix C: Tier Three Major Projects by Sub-Region   92

                                                                                                                   Version 1.1 | April 2018
Destination Management Plan - Riverina Murray - Destination Riverina Murray
Executive Summary

                    Riverina Murray Destination Management Plan                                  5
                                                                  Murrumbidgee River , Wagga Wagga
                                                                            Credit: Destination NSW
Destination Management Plan - Riverina Murray - Destination Riverina Murray
The Kidman Way
Destination Riverina Murray was established by the          The Region
                                                                                                                         Sub-Regions          Councils
NSW Government in 2017 as one of six Destination
Networks responsible for driving the growth of the          The Riverina Murray region encompasses 149,000                                                                                                                                                                                                                         willandra
                                                                                                                                                                                                                                                                                                                                   national park
region’s visitor economy.                                   square kilometres, 22 local government areas, 16             Outback Riverina     Wentworth, Balranald, Hay
                                                            National Parks and is home to over 275,000 people. The                                                                                                                                                                                                                               HILLSTON
The Riverina Murray Destination Management Plan             region is one of the most diverse in NSW and includes a
                                                                                                                                              Murray River, Edward River, Berrigan,                                  wentworth
(DMP) will guide and assist DRM to stimulate growth         variety of visitor experiences including:                    Central Murray                                                                                                                  mungo
                                                                                                                                              Federation                                                                                                                                                                                                                                                                                  Newell Highway
in the region’s visitor economy in partnership with                                                                                                                                                                                                      national
                                                                                                                                                                                                                                                         park                 BALRANALD
Destination NSW, Murray Regional Tourism (MRT),             •   The alpine landscape of the Snowy Valleys.                                                                             Sturt Highway                                                                                                                                                                                               bland

Thrive Riverina, NSW National Parks and Wildlife Service                                                                 Albury Hume          Greater Hume, Albury                                                                                                                                                                                                                                                  WEST
(NPWS), Local Governments and the tourism industry.         •   The Murray River, Australia’s longest river and major                                                                 murray river              wentworth
                                                                                                                                                                                                                                 MILDURA                                                                                                                                   national park
Key outcomes of the DMP include:                                nature-based tourism destination.
                                                                                                                         Snowy Valleys        Snowy Valleys                                                                                                                                                                                                                                                                                        jindalee
                                                                                                                                                                                                                                                                                                                                            CARRATHOOL                                                                                             national
                                                                                                                                                                                                                                                                                           lachlan valley
•   Strategic Development Themes which provide a            •   The Riverina region, the food bowl of NSW and towns                                                                                                                                                                         national park                    HAY
    framework for the identification of development             and villages showcasing Australia’s agricultural and                          Bland, Temora, Coolamon, Junee,                                                              kemendok national park
    opportunities across the region.                            pioneering heritage.                                     Eastern Riverina     Cootamundra-Gundagai, Wagga                                                                                                             national park
                                                                                                                                                                                                                                                                                                                                                   DARLINGTON POINT                                                                                  COOTAMUNDRA
                                                                                                                                              Wagga, Lockhart                                                                                              balranald
                                                                                                                                                                                                                                                                                                                                                                                                                                                                   murrumbidgee river
                                                                                                                                                                                                                                                                                                                        national park           MURRUMBIDGEE      murrumbidgee                                 COOLAMON
•   Priority Projects that will be a catalyst for driving   •   The arid environment and cultural heritage of the                                                                                                                                                                                                                                                    valley N.P
                                                                                                                                              Carrathool, Griffith, Leeton,
    increased visitation to the region.                         Outback Riverina.                                        Western Riverina                                                                                                                                                                                                                                           NARRANDERA                                       JUNEE                               Hume Highway
                                                                                                                                              Narrandera, Murrumbidgee                                                                                                                                                       EDWARD RIVER
                                                                                                                                                                                                                                                                                                                                                                                                            WAGGA                                      GUNDAGAI
•   A suite of Destination Development Opportunities.       Due to the large geographic size of the region, diversity                                                                                                                                                murray RIVER

                                                            of product and varying visitor markets, it is necessary     Table 1: Riverina Murray Sub-Regions                                                                                                              MURRAY DOWNS                                                CONARGO
                                                                                                                                                                                                                                                                                                                                                                                                    the rock
•   Consideration of Strategic Cross-Border Projects        to provide analysis and strategic direction at the sub-                                                                                                                                      SWAN HILL

    which will have an impact on both sides of the river.   regional level. The Riverina Murray is composed of six                                                                                                                                                                                          wakool
                                                                                                                                                                                                                                                                                                                                                                                                                                                              SNOWY VALLEYS
                                                            sub-regions, based on Council clusters, as shown in                                                                                                                                                                                                                                                            FEDERATION
•   A number of Regional Positioning Projects which aim     Table 1.                                                                                                                                                                                                                KOONDROOK
                                                                                                                                                                                                                                                                                                             murray valley
                                                                                                                                                                                                                                                                                                                                                                                             GREATER HUME
                                                                                                                                                                                                                                                                                                                                                                                                                HOLBROOK     woomargama
    to strengthen the Riverina Murray region.                                                                                                                                                                                                                                                                national park                               BERRIGAN                                                            national park          TUMBARUMBA
                                                                                                                                                                                                                                                                                                             mathoura                                       barooga
                                                                                                                                                                                                                                                                                                                                                                       mulwala      corowa
Consideration has been made within the Riverina Murray                                                                                                                                                                                                                                                               MOAMA                           cobram
DMP to cross-border relationships with Victorian                                                                                                                                                                                                                                                                                    Newell Highway                 yarrawonga
Councils along the Murray River. MRT is currently                                                                                                                                                                                                                                                              ECHUCA                                                                                       WODONGA        Snowy Mountains
undertaking an update to the 2012 Murray Region DMP.                                                                                                                                                                                                                                                                                                                                           Hume Highway                                                         park

This work has been co-ordinated and aligns with the                                                                                                                                                                                                                                                                                                                                                                                                            mt kosciuszko

DMP process for Destination Riverina Murray.

                                                                                                                                                                                      Destination Riverina Murray Region

Riverina Murray Destination Management Plan                                                                                                                                       6
                                                                                                                                                                  Executive Summary   Riverina Murray Destination Management Plan                                                                                                                                                                                                                          Executive Summary7
Destination Management Plan - Riverina Murray - Destination Riverina Murray
Gears and Beers Festival, Wagga Wagga
                                                                                                                                                                  Credit: Beardy McBeard

Product Strengths                                                                         Outback    Central   Western    Eastern    Albury         Snowy                                                       DMP Framework                            Theme 5: Major Touring Routes
                                                                                          Riverina   Murray    Riverina   Riverina   Hume           Valleys
The Riverina Murray Region has a number of strengths                                                                                                                                                            A set of nine Strategic Development      Harness the region’s major transport
that define perceptions of the tourism product across      Events and Festivals             l          l         l          l         l               l                                                         Themes were developed to respond         corridors to develop easy to navigate
the whole region. The following table illustrates                                                                                                                                                               to the issues and opportunities for      touring routes.
the relative product strengths of each sub-region          Arts and Culture                 l          l         l          l         l                                                                         the region. 42 Priority Projects were
destination.                                                                                                                                                                                                    selected using the project assessment    Theme 6: Sport and Recreation
                                                           History and Heritage             l          l         l          l         l               l                                                         criteria to provide a set of catalyst
The product strengths are categorised as:                                                                                                                                                                       projects for the region.                 Unlock the strong sporting culture and
                                                           Sport and Recreation                        l         l          l         l               l
                                                                                                                                                                                                                                                         infrastructure of the region to develop
•   Primary – well established strength of the region/     Nature and Parks                 l          l         l          l         l               l                                                         Theme 1: Major Centre Development        recreational experiences and attract
    sub-region, with mature and recognisable assets in                                                                                                                                                                                                   major sporting events and carnivals.
    the identified tourism product.                        Rivers and Waterways             l          l         l          l         l               l                                                         Develop the major regional centres to
                                                                                                                                                                                                                support a diverse visitor economy and    Theme 7: Festivals and Events
•   Secondary – established strengths in the region/       Dining and Local Produce         l          l         l          l         l               l                                                         projected visitor growth.
    sub-region. However, not considered to be the
                                                           Wine, Brewing, Distilling                   l         l          l                         l                                                                                                  Developing a coordinated approach
    number one tourism product. There is scope to
                                                                                                                                                                                                                Theme 2: Nature-Based Tourism            to festivals and events with a focus
    further develop the product to improve product,
    awareness and profile.
                                                           Business and Conferencing        l          l         l          l         l                                                                                                                  on increasing the business event and
                                                                                                                                                                                                                Utilise the region’s natural assets to   conference market.
                                                                                                                                                                                                                develop nature-based and recreational
•   Emerging – there is evidence of an emerging tourism   Table 2: Experience Strengths                                                                                                                         tourism experiences.                     Theme 8: Accommodation
    product in the region/sub-region, which is either
    new or relatively limited in scale.
                                                                                                                                                                                                                Theme 3: Rivers and Waterways            Improve and diversify the range of
                                                                                                                                                                                                                                                         accommodation in the region to align
                                                                                                                                                                                                                Improve visitor access and experience    with contemporary market demands.
                                                                                                                                                                                                                to major rivers and lakes to increase
                                                                                                                                                                                                                water-based activities.                  Theme 9: Infrastructure and Servicing

                                                                                                                                                                                                                Theme 4: Food and Agritourism            Ensure that investment in key
                                                                                                                                                                                                                                                         infrastructure and visitor servicing
                                                                                                                                                                                                                Leverage the region’s agricultural       keeps pace with visitor growth and
                                                                                                                                                                                                                strengths    by encouraging   the        expectations, including online marketing.
                                                                                                                                                                                                                development of contemporary food

Riverina Murray Destination Management Plan                                                                                                   Executive Summary
                                                                                                                                                              8   Riverina Murray Destination Management Plan                                                                   Executive Summary
Destination Management Plan - Riverina Murray - Destination Riverina Murray
Perricoota Pop and Pour, Perricoota Wine Region
                                                                                                                                                                                                    Credit: EM Events

Priority Projects           Sub-Region                 Priority Project                                       Sub-Region                   Priority Project                                                                                           Regional Governance and Positioning Projects

The following shows         Major Centre Development                                                          Sport & Recreation                                                                                                                      Regional positioning projects for the Riverina Murray include:
the priority projects       Albury Hume                Albury Wodonga Major Family Attraction                 Albury Hume                  Albury Wodonga Sports Infrastructure
for   implementation        Western Riverina           Griffith CBD Beautification                            Eastern Riverina             Pomingalarna Multisport Cycling Complex                                                                    •   The Murray River Road – a tri-state touring route following the length of the
across the Riverina                                                                                                                                                                                                                                       Murray River.
                            Nature-Based Tourism                                                              Snowy Valleys                Snowy Valleys Rail Trails
Murray by sub-region.
                            Albury Hume                Wonga Wetlands                                         Snowy Valleys                Hume and Hovell MTB Track and Adventure Trail                                                              •   Ports of the Murray – investment into the historic ports along the Murray
                            Western Riverina           Altina Wildlife Park Visitor Centre                    Events & Festivals                                                                                                                          River.
                            Western Riverina           Gogeldrie Weir Precinct Development                    Eastern Riverina             Temora Aviation Museum
                                                                                                                                                                                                                                                      •   Murray Adventure Trail – multi-day adventure trail along the river, including
                            Rivers & Waterways                                                                Albury Hume                  Albury Entertainment Centre Expansion                                                                          walking, kayaking and cycling that would create an iconic new product on
                            Albury Hume                Albury Riverside Precinct                              Eastern Riverina             Wagga Major Equestrian Centre                                                                                  the river.
                            Eastern Riverina           Wagga Riverside Precinct                               Accommodation
                                                                                                                                                                                                                                                      •   Drive Tourism Development – A strategic approach to growing yield from
                            Western Riverina           Lake Wyangan Tourism Park                              Western Riverina             Leeton CBD and Hydro Hotel Enhancement Project
                                                                                                                                                                                                                                                          the important drive tourism market and enhancing the accessibility of key
                            Western Riverina           Darlington Point Destination Development               Central Murray               Echuca Moama Resort and Conference Centre                                                                      touring routes.
                            Outback Riverina           Great Murray Darling Junction Reserve                  Outback Riverina             Wentworth Eco Resort Development
                                                                                                                                                                                                                                                      •   Commercial Tour Operators – Programs to increase the number of
                            Outback Riverina           Hay Riverfront Development                             Major Touring Routes
                                                                                                                                                                                                                                                          commercial tour operators.
                            Outback Riverina           Wentworth Riverfront Development                       Snowy Valleys                Snowy Valleys Way Marketing Strategy
                            Central Murray             Tocumwal Foreshore Development                         Eastern & Western                                                                                                                       •   Agritourism and Dining Development – unlocking the region’s potential as a
                                                                                                                                           Newell Highway Upgrades and Visitor Tracking
                            Central Murray             Corowa Riverfront Precinct
                                                                                                              Murray                                                                                                                                      premier food and wine destination.
                                                                                                              Snowy Valleys                Brindabella Road Upgrade
                            Central Murray             Mulwala Foreshore Development                                                                                                                                                                  •   Heritage Assets and Repurposing – Assist Council’s to identify underutilised
                                                                                                              Infrastructure & Servicing
                            Central Murray             Deniliquin Riverfront Precinct                                                                                                                                                                     heritage assets for tourism investment.
                                                                                                              Albury Hume                  Albury Wodonga Passenger Rail Upgrades
                            Food & Agritourism
                                                                                                              Albury Hume                  Albury Airport Visitor Upgrades                                                                            •   Visitor Information and Digital Resources – Developing a contemporary
                            Western Riverina           Griffith Wine and Food Hub
                                                                                                              Outback Riverina             Gateway to the Outback Positioning
                                                                                                                                                                                                                                                          approach to visitor services.
                            Snowy Valleys              Batlow Cider Experience
                                                                                                              Outback Riverina             Mungo National Park All Weather Road
                            Eastern Riverina           Bidgee Strawberries and Cream Agritourism Experience
                                                                                                              Outback Riverina             Wentworth Houseboat Infrastructure
                            Eastern Riverina           Junee Chocolate and Licorice Factory
                                                                                                              Central Murray               Echuca Moama Art Bridge
                            Central Murray             Corowa Distillery Expansion Project
                                                                                                              Central Murray               Deniliquin Airport
                            Snowy Valleys              Tumut River Brewery Expansion Project

Riverina Murray Destination Management Plan                                                                                                                                     Executive Summary
                                                                                                                                                                                               10   Riverina Murray Destination Management Plan                                                                      Executive Summary
Destination Management Plan - Riverina Murray - Destination Riverina Murray
Western Riverina

                                                                                                                         •   Griffith Food and Wine Hub
                                                                                                                         •   Lake Wyangan Tourist Park
                                                                                                                         •   Griffith CBD Beautification
                                                                                                                         •   Darlington Point Destination
                                                                                                                         •   Leeton CBD and Hydro Hotel
                                                                                                                             Altina Wildlife Park Visitor Centre
                                                                                                                             Gogeldrie Weir Precinct                  Part A

                                                                                                                         Eastern Riverina
                                                                                                                         •   Wagga Riverside Precinct
                                                                                                                         •   Pomingalarna Multisport Cycling
                                                                                                                         •   Wagga Major Equestrian Centre
                                                                                                                         •   Temora Aviation Museum
                                                                                                                         •   Newell Highway Upgrades and Visitor
                                                                                                                         •   Bidgee Strawberries and Cream
                                                                                                                             Agritourism Experience
                                                                                                                         •   Junee Licorice and Chocolate
                                                                                                                             Factory Expansion

Outback Riverina                              Central Murray                       Albury Hume                           Snowy Valleys

•   Gateway to the Outback Positioning        •   Tocumwal Foreshore Development   •   Albury Entertainment Expansion    •   Brindabella Road Upgrade
•   Mungo National Park All Weather           •   Corowa Riverfront Precinct       •   Wonga Wetlands                    •   Snowy Valleys Way Marketing
    Road                                      •   Corowa Distillery Expansion      •   Albury Airport Visitor Upgrades   •   Batlow Cider Experience
•   Great Murray Darling Junction             •   Echuca Moama Art Bridge          •   Albury Riverside Precinct         •   Hume and Hovell Adventure Trail
•   Wentworth Riverfront Development          •   Echuca Moama Resort and          •   Albury Wodonga Major Family       •   Tumut River Brewery Expansion
•   Wentworth Houseboat                           Conference Centre                    Attraction                        •   Snowy Valleys Rail Trails
    Infrastructure                            •   Deniliquin Airport               •   Albury Wodonga Sports
•   Hay Riverfront Development                •   Deniliquin Riverfront Precinct       Infrastructure
•   Wentworth Eco Resort Development          •   Mulwala Waterfront Precinct      •   Albury Wodonga Passenger Rail
Riverina Murray Priority Projects

Riverina Murray Destination Management Plan                                                                                                      Executive Summary
                                                                                                                                                                12   Riverina Murray Destination Management Plan                               1
                                                                                                                                                                                                                   Paddy River Falls, Tumbarumba
                                                                                                                                                                                                                         Credit: Destination NSW
Destination Management Plan - Riverina Murray - Destination Riverina Murray
01 Introduction
1.1 Background                                           1.2 Approach
Destination Riverina Murray (DRM) commissioned Urban
                                                         1.2.1 Sub-Regional Approach                                 Sub-Regions         Councils
Enterprise to complete a Destination Management
Plan (DMP) for the Riverina Murray Destination Network
                                                         The following map (overleaf) shows the Riverina Murray
to drive growth in the region’s visitor economy. The                                                                 Outback Riverina    Wentworth, Balranald, Hay
                                                         Region. Due to the large geographic size of the region,
requirement for the development of DMPs was
                                                         diversity of product and varying visitor markets, it is
introduced in 2013 to assist in identifying strategic
                                                         necessary to provide analysis and strategic direction at                        Murray River, Edward River, Berrigan,
projects to achieve the NSW Government’s goal of                                                                     Central Murray
                                                         the sub-regional level. The Riverina Murray is composed                         Federation
doubling overnight visitor expenditure by 2020. The
                                                         of six sub-regions, based on Council clusters, as shown
DMP will be a shared resource for industry, government
                                                         in Table 3.
stakeholders, and funding agencies to guide                                                                          Albury Hume         Greater Hume, Albury
management and investment in the Riverina Murray.

                                                                                                                     Snowy Valleys       Snowy Valleys
Destination Management Planning
                                                                                                                                         Bland, Temora, Coolamon, Junee,
The DMP follows the Guide to Best Practice in                                                                        Eastern Riverina    Cootamundra-Gundagai, Wagga
Destination Management, as developed by the                                                                                              Wagga, Lockhart
Australian Regional Tourism (ART). The development                                                                                       Carrathool, Griffith, Leeton,
of the DMP was a holistic and collaborative approach                                                                 Western Riverina
                                                                                                                                         Narrandera, Murrumbidgee
that ensures tourism adds value to the economy, social
fabric and ecology of the regions. The DMP draws on
a wide range of primary research, policy analysis and                                                               Table 3: Riverina Murray Sub-Regions
consultation in order to understand the priorities for
tourism development in a region.

                                                                                                                                                                                     Figure 1: Riverina Murray Sub-Regions

Riverina Murray Destination Management Plan                                                                                                                                      2   Riverina Murray Destination Management Plan   3
Destination Management Plan - Riverina Murray - Destination Riverina Murray
02 Visitor Profile
1.2.2 Process                                                3: Draft Project List                                 1.2.3 Plan Layout                                           2.1 Introduction
                                                                                                                                                                                                                                                               2,942,000                              2,257,000            60,000
1: Background Research and Visitor Data                      Based on the consultation sessions, a draft project   Part A: Background                                          This section provides an assessment of the Riverina
                                                             list was developed and provided to LGA officers for
                                                                                                                                                                                                                                                               Domestic Daytrip                       Domestic Overnight   International
                                                                                                                                                                               Murray’s visitor profile including key trends over the
Review of relevant policies and strategies (as               review and feedback.                                  The Background section provides a summary of the            past decade, and a demographic profile of visitors. The                         Visitors                               Visitors             Visitors
summarised in Appendix A).                                                                                         following:                                                  detailed findings and description of methodology is
                                                             4: DMP Development                                                                                                provided in Appendix B.
Visitor data analysis utilising Tourism Research Australia                                                         •   Analysis of visitor trends over the past decade using
data (National and International Visitor Survey) and         Development of Riverina Murray DMP including              Tourism Research Australia (TRA) data.                  Data presented in this section is reflective of the
information from DNSW.                                       overarching product development themes, priority      •   Profile of the importance of cross-border               Riverina Murray Destination Network i.e. includes NSW
                                                             projects and destination development opportunities        consideration for the Murray region.                    only and does not include the Victorian side of the
Product and experience review based on desktop               at the sub-regional level, and regional positioning   •   Assessment of the economic impact of the visitor        Murray.
analysis and information provided by DRM.                    projects.                                                 economy in Riverina Murray.

2: Consultation and Information Gathering                                                                          Part B: DMP Framework
                                                                                                                                                                               2.2 Riverina Murray Visitation Trends

In-region consultation in ten strategic locations                                                                  Focuses on the core product development initiatives         2.2.1 Domestic Visitation
including separate workshops with government and                                                                   for the region including:
industry (20 in total). This included:                                                                                                                                         In 2017 the Riverina Murray region attracted 5.3 million
                                                                                                                   •   An overview of the Strategic Development Themes         visitors (year ending June 2016/17). Daytrip visitors
•   Wagga (31/10/17).                                                                                                  that respond to the needs of the tourism sector.        comprised 55% of visitors to the region (2.9 million), and
•   Griffith (01/11/17).                                                                                           •   A summary of the Project Assessment Methodology,        overnight visitors comprised 45% (2.3 million).
•   Swan Hill (14/11/17).                                                                                              and how project opportunities are prioritised.
•   Albury Wodonga (15/11/17).                                                                                     •   A profile of region-wide positioning projects which     Daytrip visitation grew strongly over the past decade
•   Echuca Moama (16/11/17).                                                                                           will strengthen the regional approach to tourism.       with an additional 850,000 visitors between 2008 and
•   Mildura (28/11/17).                                                                                                                                                        2017. The region also experienced strong overnight
•   Yarrawonga Mulwala (30/11/17).                                                                                                                                             visitation growth, with an additional 418,000 overnight
•   Deniliquin (01/12/17).                                                                                         Part C: Sub-Region Profile                                  visitors.                                                    Figure 2: Riverina Murray Domestic Visitation 2008-2017
•   Over 150 stakeholders attended the workshops.
•   Workshop with DRM Board (27/11/17).                                                                            A profile of each sub region including:                                                                                  Source: TRA NVS & IVS Visitation 2007-2017 YE June

•   Workshop with DNSW and State Government
    stakeholders (05/12/17).                                                                                       •   Review of tourism product and visitor experience.
•   Online survey of LGA stakeholders and tourism                                                                  •   Visitor profile summary.
    industry (312 surveys completed).                                                                              •   Summary of priority projects and destination
                                                                                                                       development opportunities.

Riverina Murray Destination Management Plan                                                                                                                               4    Riverina Murray Destination Management Plan                                                                                                                 5
Destination Management Plan - Riverina Murray - Destination Riverina Murray
2.2.2 Change in Visitor Purpose                                                                                                                                                 2.3 Domestic Visitor Projections
To understand the drivers influencing                                                                        Purpose                    2008-2017 Growth         % Growth
                                                                                                                                                                                The following provides an understanding of future
visitor growth in the region, trends in                                                                                                                                         visitation growth scenarios, and demand for tourism
visitor purpose were analysed.                                                                               Holiday                    +71,730                  +10%           product in the Riverina Murray.
                                                                                                             VFR                        +139,277                 +23%                                                                                                                                                                                                   8.6m
The key visitor types which                                                                                                                                                     Figure 4 outlines two growth scenarios for visitor nights
experienced growth include VFR,                                                                              Business                   +153,576                 +47%           to 2031:                                                                                                                                                                                8.5m
Business, and ‘Other reason’. ‘Other
reason’ refers to more day-to-                                                                               Other reason               +24,414                  +28%           •   Scenario 1: based on the historical growth rate for
day activities such as education,                                                                            In transit                 +24,470                  +25%               the region between 2008 and 2017 (2.1% per annum),
health, and shopping. It reflects                                                                                                                                                   equals a projection of 8.6 million visitor nights.
that the majority of growth has been                                                                         Not stated/not asked       +5,441                   +35%           •   Scenario 2: based on the projected growth rate
concentrated in the major regional                                                                                                                                                  for regional NSW between 2017 and 2027 (1.9% per
                                                                                                             Total                      +418,908                 +23%
centres (e.g. Wagga, Albury) and                                                                                                                                                    annum), equals a projection of 8.5 million visitor
associated with population growth                                                                           Table 4: Riverina Murray Growth in Overnight Visitors by                nights.
and business activity.                                                                                      Purpose
                                                                                                            Source: TRA NVS & IVS Visitation 2007-2017 YE June
                                                                                                                                                                                Based on the growth scenarios, the Riverina Murray
Holiday visitation has experienced                                                                                                                                              is expected to grow from 6.5 million visitor nights in
lower growth, with an additional              Figure 3: Additional Visitors 2008-2017 by Purpose of Visit                                                                       2017, to aproximately 8.5 million by 2031, an additional 2
131,000 visitors attracted to the             Source: TRA NVS & IVS Visitation 2007-2017 YE June
                                                                                                                                                                                million visitor nights, based on scenario 2.
region for holiday purposes over                                                                             Purpose             2008-2017 Growth                % Growth
                                                                                                                                                                                                                                              Figure 4: Riverina Murray Visitor Nights Projection (Domestic Visitors)
the last decade. There is a need to                                                                          Holiday             +59,273                         +5%            Tourism Research Australia forecast domestic visitation
                                                                                                                                                                                                                                              Source: TRA NVS & IVS Visitation 2007-2017 YE June, TRA State and Territory Tourism Forecasts 2017
further develop tourism product                                                                                                                                                 to grow steadily over the coming years based on the
and experiences to grow holiday                                                                              VFR                 +283,428                        +70%           likelihood of petrol prices remaining at, or near current
visitation, and increase yield from                                                                          Business            +185,400                        +87%
                                                                                                                                                                                levels (reflecting global oil supplies), and the Australian
the broader visitor economy.                                                                                                                                                    dollar remaining at its long-term average.
                                                                                                             Other reason        +323,044                        +89%                                                                                            6.5 Million                                  8.6 Million                          8.5 Million
                                                                                                                                                                                It is important to note that the following projections                           2017 Domestic Visitor                        Projected Visitor Nights             Projected Visitor Nights
                                                                                                             Total               +851,145                        +41%
                                                                                                                                                                                are considered a ‘baseline’ scenario which aligns with
                                                                                                                                                                                State growth projections and historical growth rates.                            Nights                                       by 2031 (Scenario 1)                 by 2031 (Scenario 2)
                                                                                                            Table 5: Riverina Murray Growth in Daytrip Visitors by Purpose      It assumes that the Riverina Murray region will continue
                                                                                                                                                                                to capture a similar market share over time. However,
                                                                                                            Source: TRA NVS & IVS Visitation 2007-2017 YE June
                                                                                                                                                                                through strategic investment, as outlined in this DMP,
                                                                                                                                                                                there is opportunity to grow the Riverina Murray’s
                                                                                                                                                                                market share and drive further growth beyond these

Riverina Murray Destination Management Plan                                                                                                                                 6   Riverina Murray Destination Management Plan                                                                                                                                                   7
2.4 International Visitation                                                                                                                                                   2.5 Riverina Murray Sub-Regions
The Riverina Murray receives a smaller                                                                                                 Riverina Murray      Regional NSW
                                                                                                                                                                               Table 7 shows Riverina Murray visitation by sub-region, and Figure 8 and Figure 9 shows                                 Outback        Central          Western    Eastern     Albury      Snowy
share of international visitation                                                                                                                                              daytrip and overnight visitation trends for the last decade.                                                            Riverina       Murray           Riverina   Riverina    Hume        Valleys
compared with other destinations. In                                                                        Countries
                                                                                                                                                                                                                                                                                   Daytrip             30,655         491,330          280,739    1,263,903   658,990     216,729
2017 the region received approximately                                                                                                                                         •   The Outback Riverina sub-region receives the lowest daytrip visitation of the region
                                                                                                            UK                         19%                  21%
60,000 international visitors. The major                                                                                                                                           due to its low population base and distance from major centres. The region attracts             Overnight           138,379        510,711          278,827    782,125     513,732     199,624
international markets include the UK,                                                                       New Zealand                16%                  13%                    138,000 overnight visitation which has grown strongly by an additional 40,000 over
New Zealand, and USA.                                                                                                                                                              the past decade.                                                                                International       3,150          5,163            8,066      15,069      14,819      4,715
                                                                                                            USA                        10%                  10%                •   The Central Murray sub-region attracts just over 1 million visitors per annum.                  Total               172,184        1,007,204        567,632    2,061,097   1,187,542   421,068
The Riverina Murray receives a small                                                                        Germany                    7%                   8%                     Importantly the region receives strong overnight visitation of over 500,000 per
proportion of Asian markets, with                                                                                                                                                  annum, which has grown by an additional 140,000 over the past decade. Daytrip
Chinese visitors making up only 2% of                                                                       Canada                     5%                   5%                     visitation has stayed relatively flat, other than a significant spike in the past 12 months.   Table 7: Visitation by Sub-Region
visitors. Asia is expected to account                                                                                                                                          •   The Western Riverina sub-region attracts approximately 567,000 visitors per annum.             Source: TRA NVS & IVS Visitation 2007-2017 YE June
                                                                                                            China                      2%                   4%
for over half of all visitors to Australia                                                                                                                                         Visitor growth has remained somewhat flat with an additional 50,000 overnight
by 2018-19, with China growing from 1.3                                                                     Regions                                                                visitors over the past decade.
million visitors per annum in 2017 to 3.9                                                                                                                                      •   The Eastern Riverina sub-region attracts the largest number of visitors in the
                                                                                                            Total Europe & UK          45%                  47%
million in 2027.                                                                                                                                                                   Riverina Murray with over 2 million visitors per annum. The sub-region has the
                                              Figure 5: Riverina Murray International Visitors 2009-2017    Total North America        15%                  15%                    largest population base, with Wagga being the largest regional centre attracting a
Canberra      Airport    has    recently                                                                                                                                           significant number of VFR and business visitors. Over the past decade, the Eastern
been upgraded and now receives                Source: TRA NVS & IVS Visitation 2007-2017 YE June            Total Asia                 18%                  19%                    Riverina has grown strongly by an additional 220,000 overnight and 270,000 daytrip
international flights from Singapore,                                                                                                                                              visitors.
New Zealand and Qatar, with other                                                                          Table 6: International Visitor Origin                               •   Albury Hume attracts the second largest number of visitors, with 1.2 million visitors
international destinations expected in                                                                                                                                             per annum. The sub-region attracted an additional 143,000 overnight and 50,000
                                                                                                           Source: TRA NVS & IVS Visitation 2007-2017 YE June
the future. This represents a significant                                                                                                                                          daytrip visitors over the past decade. It is important to consider the strong cross-
opportunity for the region to increase                                                                                                                                             border relationship with Wodonga which also contributes a significant level of
visitation from international markets,                                                                                                                                             visitation.
specifically East-Asian destinations.                                                                                                                                          •   The Snowy Valleys attracts 421,000 visitors per annum. Overnight visitation has
                                                                                                                                                                                   grown strongly from 120,000 to 199,000 visitors over the past decade. Daytrip
                                                                                                                                                                                   visitation has grown at a slower rate.

                                                                                                                                                                                                                                                                                  Figure 6: Visitation by Sub-Region
                                                                                                                                                                                                                                                                                  Source: TRA NVS & IVS Visitation 2007-2017 YE June

Riverina Murray Destination Management Plan                                                                                                                                8   Riverina Murray Destination Management Plan                                                                                                                                                          9
Figure 8: Overnight Visitation by Riverina Murray Sub-Region
                                                                                                      Source: TRA NVS & IVS Visitation 2007-2017 YE June

                Figure 7: Proportion of Total Visitation (Daytrip and Overnight) by Sub Region
                Source: TRA NVS & IVS Visitation 2007-2017 YE June                                    Figure 9: Daytrip Visitation by Riverina Murray Sub-Region
                                                                                                      Source: TRA NVS & IVS Visitation 2007-2017 YE June

Riverina Murray Destination Management Plan                                                      10   Riverina Murray Destination Management Plan                    11
Seasonality                                                                                             2.6 Summary of Key Markets                                     Grey Nomads                                                Business

Figure 10 shows the distribution of                                                                     The key visitor markets for the Riverina Murray are            Grey Nomads are a key market for the Riverina Murray       Business related travel accounts for 16% of all overnight
overnight visitation across the year. The                                                               outlined below, informed by the visitor profile analysis,      with approximately 28% of visitors aged over 60 years      visitors to the region. The Riverina Murray includes
two major peak periods include the                                                                      in-region consultation process and the Destination             and over 20% of overnight visitors staying in a caravan    a number of major regional centres which support a
Christmas (January) and Easter (April)                                                                  NSW visitor market profiles.                                   park or camping ground. The region includes a number       large business base and facilitate high levels of business
school holiday periods. The quietest                                                                                                                                   of major highways which are popular routes and             travel. Business travellers are generally considered
periods of the year include February and                                                                2.6.1 Existing Core Markets                                    stopping points for caravaners undertaking long trips.     high yielding and are particularly important for the
the winter months (June-August).                                                                                                                                       This market can be perceived as relatively low yielding,   accommodation sector in driving mid-week and off-
                                                                                                        Visiting Friends and Relatives (VFR)                           however, they are very important to smaller towns,         peak occupancy. It also provides the opportunity
                                                                                                                                                                       particularly those which are RV friendly. This market      to generate repeat visitation to encourage business
                                                                                                        The VFR market is recognised as a key visitor market,          is expected to increase in the future in terms of both     travellers to return for leisure purposes with their
                                                                                                        particularly for regional areas. 32% of all overnight          size and spending power due to an ageing population        families
                                                                                                        visitors to the Riverina Murray are for the purposes           with high levels of disposable income. This is evidenced
                                                                                                        of visiting friends and relatives.           Research by       by data indicating that Australians over the age of        Working Holiday Makers (WHM)
                                                                                                        DNSW has highlighted the important role that VFR               55 account for 32% of the nation’s gross disposable
                                                                                                        hosts play influencing trip activities and itinerary           income.21                                                  The Riverina Murray is a major agricultural region
                                                                                                        recommendations.1         It is vital to equip hosts with                                                                 which attracts large numbers of WHM. In 2017 NSW
                                                                                                        necessary information to positively stimulate interest         Families                                                   received 212,000 working holiday makers, spending
                                                                                                        in the Riverina Murray and act as ambassadors for the                                                                     $1.1 billion in the NSW economy.31 Many WHM stay in
                                                                                                        region. It is also important to note that VFR hosts are        Families are a core market for the region with             a particular destination for a minimum of 88 days to
                                                                                                        likely to actively participate in tourism related activities   approximately 20% of overnight visitors travelling as      fulfil visa extension requirements. More can be done
                                                                                                        and contribute local expenditure. This is commonly             a family group (parents and children). It is important     to further engage with this market to increase yield.
                                                                                                        omitted from tourism expenditure and economic                  that investment in family experiences and attractions      Mildura Regional Development (which also includes
                                                                                                        impact models. According to DNSW research, VFR                 is encouraged to grow this market, as well as, catering    Wentworth) are currently developing a backpacker
                                              Figure 10: Seasonality (Overnight)                        hosts spend on average $73 per night for domestic              to the growing population of young families in the         strategy. Accommodation gaps and opportunities have
                                                                                                        visitors and $87 per night for international visitors. This    region’s major centres. An important consideration         been identified in the WHM segment in Western Riverina,
                                              Source: TRA NVS & IVS Visitation 2007-2017 YE June                                                                       for this market is value for money, convenience and        particularly in Carrathool/Leeton/ Murrumbidgee
                                                                                                        translates to approximately $191 million of additional
                                                                                                        tourism related expenditure in the Riverina Murray             accessibility.                                             where need for farm labour responding to cotton, rice
                                                                                                        (based on 2017 VFR numbers).                                                                                              and grain harvest is high.

                                                                                                        1 DNSW, VFR Host Research, March 2016                          2 DNSW, VFR Host Research, March 2016                      3 DNSW, Working Holiday Makers to NSW, March 2017

Riverina Murray Destination Management Plan                                                        12   Riverina Murray Destination Management Plan                                                                                                                                       13
03 Cross-Border Considerations
Educational Tourism                                            2.6.2 Potential New Target Markets                          Millennials / Young Travellers                                             3.1 Introduction                                                                                                       Cross-Border Towns

Education tourism was identified as an important niche         In addition to the existing core markets for the region     This market segment includes persons aged between                          Destination Riverina Murray shares State Government          •   In both jurisdictions, there are other restrictions   The major cross-border towns include:
market for a number of destinations. Interest groups           there is an opportunity to develop product and              15 - 29 as well as those aged 30-34 who do not have                        borders with regions in Victoria, the Australian Capital         related to environmental and water management.
associated with the natural environment, agriculture           experiences targeted at new markets.                        children.1 Research undertaken by DNSW shows that                          Territory and South Australia. The regions Victorian             Cross-border issues also impact on the location of    •   Albury Wodonga.
and heritage are inclined to stay for longer periods than                                                                  there is currently low awareness of regional tourism                       border is defined by the Murray River, one of Australia’s        boat moorings and licensing for tour operators and    •   Mildura Wentworth.
the average visitor. Niche opportunities, particularly         International Experience Seekers                            destinations amongst millennials, particularly in inland                   premier tourism regions encompassing both the NSW                fishing.                                              •   Echuca Moama.
in international tourism, are being generated in                                                                           NSW. Key factors affecting their travel choices include:                   and Victorian sides of the river. This includes a number                                                               •   Cobram Barooga.
Western Riverina rural locations by agencies hosting           The international experience seeker/self-drive market                                                                                  of major border towns that effectively function as a         In many instances, the major population centres and       •   Yarrawonga Mulwala.
delegations, industry fellowships and researchers;             is identified as a key market by Tourism Australia.         •   Profoundly influenced by technology and social                         single town and destination.                                 tourism destinations are located on the Victorian side
including conferences and events.                              Experience seekers are not characterised by                     media.                                                                                                                              of the Murray River, however the benefits generated       Destination Network Collaboration
                                                               nationality, but seek out authentic experiences which       •   Seeking authentic information rather than staged                       Importantly, visitors do not recognise administrative        from tourism are often shared between communities
Festivals and Events Visitors                                  are engaging and have an educational element. They              advertising.                                                           borders and strategic planning needs to consider how         and businesses in both NSW and Victoria. Therefore,       Destination Riverina Murray is committed to working
                                                               are more likely to visit regional areas, stay longer in     •   Reliant on recommendations from friends and family,                    both sides of the river function together as a tourism       major tourism projects located in the Victorian Murray    collaboratively with each of the Destination Networks
Consultation with industry identified the importance of        the region, and are less attracted to ‘mass packaged            as well as social media.                                               destination. Currently, the cross-border status of           region should be integrated into strategic planning for   established within NSW to collectively increase
events and festivals in driving visitation. It also provides   tourism products’. At present they do not make up a         •   Distance is not a major barrier.                                       the region can be an advantage (as funding can be            the Riverina Murray region and NSW more broadly.          visitation to regional NSW. The organisations recognise
the opportunity to showcase the region to new markets          large portion of visitation to the region, however, there                                                                              sourced from both State Governments), but is often                                                                     that visitors do not differentiate tourism experiences
and encourage intra-regional travel. Sporting events           is an opportunity to develop personalised experiences       They are seeking genuine and authentic experiences,                        a disadvantage in the co-ordination of service and                                                                     by administrative borders and the six Networks will
                                                                                                                                                                                                                                                                   Cross-Border Commissioner
and festivals are identified as a particular strength of       using the region’s strengths in indigenous culture, rural   together with a variety of active and informative ways                     infrastructure delivery, fragmentation of government,                                                                  work collaboratively to progress the development of
the region, with regional and national competitions            Australia character, and nature-based assets.               to enjoy them. This includes experiences such as:                          duplication of resources, and varying approaches to                                                                    tourism to all of regional NSW.
                                                                                                                                                                                                                                                                   NSW established a Cross-border Commissioner in 2012
allowing for increased length of stay.                                                                                                                                                                regulation and red tape. Some of the specific issues         to help resolve issues around better coordinating
                                                                                                                           •   Events that allow discovery of a location in a unique                  include:                                                                                                               Destination Riverina Murray shares borders with both
                                                                                                                                                                                                                                                                   service delivery, infrastructure and planning processes
                                                                                                                               way.                                                                                                                                                                                          Destination Country and Outback and Destination
                                                                                                                                                                                                                                                                   to meet the needs of border communities.
                                                                                                                           •   Nature and landscapes.                                                 •   The different ownership and legislation governing                                                                  Southern NSW and will work closely with these Networks
                                                                                                                           •   Experiences that are unique to a specific area.                            land use along both sides of the Murray is seen as a                                                               to ensure projects and initiatives are progressed in
                                                                                                                                                                                                                                                                   The Victorian Government is currently undertaking
                                                                                                                           •   Food and lifestyle.                                                        major barrier in riverfront development. The border                                                                collaboration. For example, collaboration between the
                                                                                                                                                                                                                                                                   a business case to establish a Cross-border
                                                                                                                           •   History of a destination with a contemporary or                            is on the Victorian side of the river and includes the                                                             Networks will enable:
                                                                                                                                                                                                                                                                   Commissioner’s Office for Victoria. If given the green
                                                                                                                               personalised interpretation.                                               river bank, which increases the difficulty of projects   light, the Commissioner will be charged with promoting
                                                                                                                                                                                                          along the southern side.                                 the interests of Victorian border communities,            •    Effective promotion of key north-south touring
                                                                                                                                                                                                      •   Much of the Victorian side of the river is Crown Land,   resolving issues and developing common approaches              routes such as the Newell Highway, Kidman Way,
                                                                                                                                                                                                          which also limits opportunities for development.         with neighbouring states.                                      Long Paddock and Darling River Run. Ability to
                                                                                                                                                                                                          The NSW side of the river is predominantly in private                                                                   capitalise more effectively on the opportunities
                                                                                                                                                                                                          ownership; therefore development is somewhat                                                                            for international visitation through the Canberra
                                                                                                                           1 Note millennials is typically defined as persons aged 15 – 29, however       dependant on owner’s intentions.                                                                                        Airport.
                                                                                                                           research has included persons aged 30-34 who don’t have children.                                                                                                                                 •    Sharing of resources and knowledge to get better
                                                                                                                           Tourism Research Australia, in partnership with DSNW, Attracting                                                                                                                                       outcomes.
                                                                                                                           Millennials to Regional New South Wales, November 2017

Riverina Murray Destination Management Plan                                                                                                                                                      14   Riverina Murray Destination Management Plan                                                                                                                                 15
04 Economic Impact
3.1.1 Integration with Murray DMP                                                                                               4.1 Economic Contribution
Destination Riverina Murray and Murray Regional                                                                                 The Riverina Murray regional profile measures the                              In 2015-16, the tourism industry contributed an estimated
Tourism have partnered to develop two complimentary                                                                                                                                                                                                                          Tourism Industry                                        Jobs
                                                                                                                                economic contribution of tourism to the region both                            $914 million to the Riverina Murray regional economy
DMPs for the region. The Riverina Murray Plan is                                                                                in absolute level terms and as a contribution to the                           (approximately 5.5% of Riverina’s Murray’s gross
                                                                                                                                                                                                                                                                             Cafes, restaurants, and takeaway food services          2,130
primarily focused on the NSW region of the Murray                                                                               regional economy.                                                              regional product), directly employed approximately
and covers the Destination Networks administrative                                                                                                                                                             6,700 people, and indirectly supported a total of 2,400
                                                                                                                                                                                                                                                                             Retail trade                                            1,380
boundaries. The Murray Region Plan covers cross-                                                                                The following data was sourced from Destination NSW.                           jobs. This represents 5-6% of total employment across
border experiences and locations in NSW and Victoria                                                                            It is important to note that the data does not include                         the region.                                                   Accommodation                                           1,150
and encompasses the Murray Regional Tourism member                                                                              the Snowy Valleys Council area as it was unavailable
council areas. References are contained within this Plan                                                                        within this data set.                                                          The tourism related industries that contributed most          Education and training                                  370
and where necessary the two plans should be read in                                                                                                                                                            to employment were cafes, restaurants, and takeaway
conjunction.                                                                                                                                                                                                   food services (2,130 jobs), retail trade (1,380 jobs), and    All other industries                                    310
                                                                                                                                                                                                               accommodation (1,150 jobs).
The Plans are considered the key strategic documents                                                                                                                                                                                                                         Clubs, pubs, taverns and bars                           420
for the region and provide the blueprint for future
tourism growth, identifying projects and related                                                                                                                                                                                                                             Road transport and transport equipment
infrastructure developments to encourage both                                                                                                                                                                                                                                rental
private and public-sector investment in the industry.                                                                                                                                                                                                                        Travel agency and tour operator services                200

In addition, Snowy Valleys Council has undertaken a
                                                                                                                                                          6,700                                                     2,400
                                                                                                                                                                                                                                                                             Air, water and other transport                          100
Council level DMP and Visitor Servicing Strategy. Key                                                                                                     Direct Jobs                                               Indirect Jobs
findings from this report have been integrated into the                                                                                                                                                                                                                      Other sports and recreation services                    190
                                                                                                                                                          $1.7 Billion                                              $914 Million                                             Cultural services                                       90

                                                           Legend                                                                                         Total Economic Output                                     Gross Regional Product                                   Rail transport                                          20

                                                                                                                                                                                                                                                                             Total                                                   6,700
                                                                                                                                                          $813 Million                                              $1.4 Billion
                                                                                                                                                          Gross Added Value                                         Tourism Consumption                                     Table 8: Direct Tourism Employment in Riverina Murray Region
                                                                                                                                                                                                                                                                            Source: Riverina & Murray Tourism Satellite Account 2015-16,
                                                                                                                                                                                                                                                                            Destination NSW
                                                                                                                                Figure 12: Riverina Murray Growth in Daytrip Visitors by Purpose

                                                                    Figure 11: Combined ‘Riverina Murray’ and ‘Murray’ Region   Source: Riverina & Murray Tourism Satellite Account 2015-16, Destination NSW

Riverina Murray Destination Management Plan                                                                                16   Riverina Murray Destination Management Plan                                                                                                                                                                  17
05 DMP Framework
                                                                        5.1 Introduction
                                                                        The opportunities outlined in this plan have been                                                       1 Research

Part B
                                                                        developed based on the research and consultation
                                                                        undertaken. The analysis supported the identification
                                                                        of a number of themes, priorities and product                                                Background Analysis and Consultation

DMP Framework
                                                                        development projects across the region and has led to
                                                                        the development of:

                                                                        •   A set of nine overarching Strategic Development                                        2 Strategic Development Themes
                                                                            Themes which provide a framework for the
                                                                            identification of development opportunities across
                                                                            the region.                                                  Major Centre Development           Nature-Based Tourism               Rivers and Waterways
                                                                        •   The identification of Priority Projects (Tier 1) that will
                                                                            be a catalyst for driving increased visitation to the          Food and Agritourism              Major Touring Routes              Sport and Recreation
                                                                            region. These projects have been selected using a
                                                                            set of assessment criteria.
                                                                        •   The identification of Destination Development                   Events and Festivals               Accommodation                Infrastructure and Servicing
                                                                            Opportunities (Tier 2 & 3), at a sub-regional level.
                                                                            The successful delivery of these projects will
                                                                            provide the critical mass of product to lift individual                                        3 Future Directions
                                                                            destinations and enhance the visitor experience.
                                                                        •   The consideration of Strategic Cross-Border
                                                                                                                                                                     Tier 2 and 3:
                                                                            Projects which will have an impact on both sides of
                                                                                                                                               Tier 1:               Destination              Strategic           Regional Development
                                                                            the river and need to be integrated into strategic
                                                                                                                                          Priority Projects         Development         Cross-Border Projects        and Positioning
                                                                        •   The identification of a number of Regional Positioning
                                                                            Projects which aim to strengthen the Riverina Murray
                                                                            region and assist in binding the region together.

                                                                        The following pages provide an overview of each of the
                                                                        nine strategic redevelopment themes.

Riverina Murray Destination Management Plan                       18    Riverina Murray Destination Management Plan                                                                                                                        19
                                                 Murray River, Moama
                                              Credit: Destination NSW
Wagga Wagga                                                                                                                                                             Sugar Pine Walk, Laurel Hill
Credit: Destination NSW                                                                                                                                                 Credit: Destination NSW

                                              Theme 1: Major Centre Development                                                                                                                                       Theme 2: Nature-Based Tourism
                                              Develop the major regional centres to support a diverse visitor economy and projected visitor growth.                                                                   Utilise the region’s natural assets to develop nature-based and recreational tourism experiences.

                                              The primary destinations in the region are the key            Projects aligned with this theme include initiatives such                                                 The Riverina Murray region includes an array of varied       An important barrier for investment in nature-based
                                              population and accommodation nodes, and include               as:                                                                                                       and untouched natural assets, ranging from the outback       tourism has been management overlaps and resourcing
                                              major regional airports. These centres have a diverse                                                                                                                   environments to the west, the Snowy Valleys to the           constraints. The NPWS has recently adopted a renewed
                                              visitor economy with visitors being attracted for a range     •   Developing the night time economy to keep visitors                                                    east, and major river systems in between. However,           focus and appetite for investment in visitor experience.
                                              of purposes other than holiday and leisure including              in the region longer and convert daytrip to overnight                                                 the region is not recognised as a major nature-              This is expected to generate new opportunities
                                              visiting friends and relatives, business, shopping, health,       stays.                                                                                                based destination; there is a lack of signature natural      for infrastructure improvements and commercial
                                              and education. They include:                                  •   Developing new leisure product and experiences to                                                     experiences; and there is limited yield derived from         investment proposals for tourism uses.
                                                                                                                increase yield from visitors and meet the needs of                                                    existing nature-based visitors.
                                              •   Albury Wodonga - Located on the strategically                 growing communities (particularly young families).                                                                                                                 Projects aligned to this theme include:
                                                  important Hume Corridor, and together make up the         •   Building the accommodation base to cater for                                                          There is a significant opportunity to capitalise on
                                                  largest urban centre in the region.                           the growing visitor economy and major events                                                          the region’s recognition as one of Australia’s most          •   Investment in park infrastructure such as roads,
                                              •   Wagga Wagga - The key population centre in the                (particularly reinvestment in existing motel stock).                                                  important food bowls and increase the volume of food,            picnic areas, camping site and toilets.
                                                  Riverina and a visitor hub for many of the surrounding    •   Improving the hospitality offering and providing                                                      drink and agritourism experiences. For example:              •   Investment in trails including walking and cycling
                                                  towns and villages.                                           opportunities for new food experiences which                                                                                                                           trails.
                                              •   Griffith - The largest city in Western Riverina, and          showcase the surrounding agricultural regions.                                                        •   National Parks are small and dispersed throughout        •   Cultural heritage interpretation.
                                                  supports large regional catchment for a range of          •   Strategically growing business and major events.                                                          the region which provides challenges in marketing        •   Educational tours and operators.
                                                  services.                                                 •   Build on the qualities of each destination to provide                                                     and resource management. There is an opportunity         •   Eco and adventure tour operators.
                                                                                                                a sense of place, including improvements to:                                                              to focus visitor investment into ‘hero’ National
                                              It is important that the role of these centres continue                                                                                                                     Parks which have the most potential to sustainably
                                              to be strengthened over time to cater for a growing               •   Streetscape and landscaping.                                                                          support visitor experiences such as Mungo, Barham,
                                              visitor economy. Projections show that the Riverina               •   Amenity and services.                                                                                 Gunbower, Murrumbidgee, Murray Valley and
                                              Murray Region domestic visitor market is expected to              •   Wayfinding and walkability.                                                                           Kosciuszko.
                                              grow by at least two million visitor nights to 2030, the                                                                                                                •   Lack of complementary product within or adjacent to
                                              majority of which will be absorbed within these primary       •   Utilising heritage buildings and underutilised sites                                                      major natural attractions (e.g. eco-accommodation).
                                              destinations. This objective seeks to support initiatives         for tourism purposes.                                                                                 •   There is a shortage of tour and commercial operator
                                              which build the infrastructure to cater for a growing                                                                                                                       professionals due to high barriers of entry (insurance
                                              visitor economy, and address product gaps, and grow                                                                                                                         and compliance, seasonality).
                                              visitor yield and length of stay (particularly converting                                                                                                               •   Developing Aboriginal tourism opportunities
                                              daytrips to overnight).                                                                                                                                                     through interpretation and storytelling.

Riverina Murray Destination Management Plan                                                                                                                       20    Riverina Murray Destination Management Plan                                                                                                                      21
Edward River, Deniliquin                                                                                                                                            Thirsty Crow Brewery, Wagga Wagga
Credit: Destination NSW                                                                                                                                             Credit: Destination NSW

                                              Theme 3: Rivers and Waterways                                                                                                                                       Theme 4: Food and Agritourism
                                              Improve visitor access and experience to major rivers and lakes to increase water-based activities. visitor                                                         Leverage the region’s agricultural strengths by encouraging the development of contemporary food and
                                              growth.                                                                                                                                                             wine experiences.

                                              The need for improved access to the river was a strong      Projects aligned to this theme include::                                                                The Riverina Murray region is an important food            Projects aligned to this theme include::
                                              theme in the 2012 Murray DMP, and was a recurrent                                                                                                                   bowl for Australia and major food and commodities
                                              opportunity which continued to be advanced in               •   Riverfront precinct masterplans.                                                                    exporter. Agriculture is the backbone of the region’s      •   Investment in craft beverage facilities:
                                              consultation. The need for upgraded boating facilities      •   Commercial activation of riverfronts.                                                               economy, with the Riverina generating $2.3 billion in          • Cideries.
                                              in key locations, fishing platforms, canoe landings,        •   Riverfront parkland enhancements.                                                                   gross agricultural production in 2016, accounting for          • Breweries.
                                              improved roads and access points for visitors to            •   Boat ramps.                                                                                         18% of NSWs total agricultural output. The region is one       • Distilleries.
                                              experience major rivers and lakes. In addition to the       •   Wharfs and jetties.                                                                                 of Australia’s largest exporters of wine and accounts      •   Winery cellar doors and expansion of on-site
                                              various opportunities for the Murray River, the longest     •   Water-based tour operators.                                                                         for approximately 25% of Australia’s wine production.          tourism facilities (accommodation, function centre
                                              in Australia, the Murrumbidgee River was highlighted in     •   Other water-based experiences.                                                                      There is also an emerging brewing culture with a number        etc).
                                              consultation as an asset which is generally underutilised   •   Projects and measures which ensure the                                                              of microbreweries establishing in recent years.            •   Destination dining businesses.
                                              and could provide a significant opportunity for the             sustainability of the region’s rivers and waterways                                                 Despite being recognised as one of Australia’s most        •   Quality food establishments focusing on local
                                              Riverina region.                                                over the long-term.                                                                                 important food bowls, the Riverina Murray has a lack           produce.
                                                                                                                                                                                                                  of quality and engaging food tourism experiences           •   Agritourism, farm gate, and taste trails.
                                              Consultation with authorities at the State level                                                                                                                    including:                                                 •   Industry and workforce capacity building.
                                              highlighted an increased appetite for investment into                                                                                                                                                                          •   Special events and festivals celebrating and
                                              river infrastructure and environmental improvements                                                                                                                 •   Quality food offering and destination dining               promoting local produce.
                                              (e.g. elimination of Carp, restocking of Murray Cod)                                                                                                                    experiences.
                                              which could have significant tourism benefit.                                                                                                                       •   Access to fresh produce and farm gate experiences.
                                                                                                                                                                                                                  •   Wine tours and accessible cellar doors.
                                                                                                                                                                                                                  •   Food and agritourism experiences are a significantly
                                                                                                                                                                                                                      expanding tourism opportunity as visitors
                                                                                                                                                                                                                      increasingly look for local produce and paddock-to-
                                                                                                                                                                                                                      plate experiences.

Riverina Murray Destination Management Plan                                                                                                                    22   Riverina Murray Destination Management Plan                                                                                                                  23
Oura Beach Reserve, Oura
Credit: Wagga Wagga City Council

                                              Theme 5: Major Touring Routes
                                              Harness the region’s major transport corridors to develop easy to navigate touring routes.

                                              The vast majority of visitors to the        Touring Routes           Riverina Murray Locations
                                              Riverina Murray access the region
                                              by private vehicle. The region also         Long Paddock             Deniliquin, Conargo, Hay, Booligal
                                              includes a number of strategic              NSW Gold Trail           Gundagai, Junee, Temora, West Wyalong
                                              transport corridors and receives a          NSW Modern Mining
                                              large number of stopover visitors who                                West Wyalong
                                              are travelling to another destination.      Southern Harvest         Businesses and producers in Eastern Riverina
                                              Figure 2 shows the major highways
                                              across the region, and the average          Newell Highway           Jerilderie, Narrandera, West Wyalong
                                              daily traffic count in 2017.                Burley Griffin Way       Temora, Ariah Park, Ardlethan, Barellan, Yenda, Griffith
                                                                                                                   Jerilderie, Coleambally, Darlington Point, Griffith,
                                              Capturing greater yield and growing         Kidman Way
                                                                                                                   Goolgowi, Hillston
                                              the length of stay from these touring       Murrumbidgee River       Gundagai, Narrandera, Darlington Point, Carrathool,
                                              visitors should be considered a             Run                      Hay
                                              priority for the region.
                                                                                          Wheat Country            West Wyalong down to Lockhart and Urana
                                              The region already includes a number                                 Includes 13 Local Government areas and more than 50
                                                                                          Riverina Bird Trail
                                              of existing touring routes, as shown in                              bird watching sites in the region.
                                              Table 9. Moving forward, there needs        Canola Trail             Coolamon, Junee, Temora
                                              to be a rationalising of existing routes    NSW Silo Art Trail       Concept currently under development.
                                              to identify the ‘hero’ routes which can
                                                                                          Hume Highway             Melbourne to Sydney
                                              be promoted at the regional level,
                                              and the other routes which can be                                    Alternative to Hume Highway which goes through
                                                                                          Snowy Valleys Way
                                              highlighted at the local level.                                      Snowy Valleys and Gundagai.
                                                                                                                   Services rural communities and links the Hume
                                                                                          Olympic Highway
                                              Projects aligned to this theme include:                              Highway with the Mid-Western Highway
                                                                                          Drovers Way              Collingullie to Deniliquin
                                              •   Rationalisation of existing touring
                                                                                                                   MRT are currently leading the development of a
                                                  routes to identify ‘hero’ routes        Murray River Road        touring route from the river’s Alpine beginnings to its
                                                  for targeted investment and                                      mouth in South Australia.
                                                                                                                   Inland route between Sydney and Melbourne including
                                              •   Touring route marketing and             Sydney to Melbourne
                                                                                                                   the Hume Highway to Albury Wodonga and Murray
                                                  branding collateral.                    Heritage Drive
                                                                                                                   Valley Highway to Echuca Moama.
                                              •   Major highway and road upgrades.
                                              •   Improved signage and consistent                                                                                                  Source: NSW Transport, Roads and Maritime Services, Traffic Volume Viewer 2017
                                                  signage.                               Table 9: Touring Routes

Riverina Murray Destination Management Plan                                                                                                                                   24   Riverina Murray Destination Management Plan                                      25
You can also read