Destination Management Plan - Riverina Murray - Destination Riverina Murray
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Riverina Murray
Destination
Management
Plan
2018
Goobarragandra River, Tumut
Credit: Destination NSW
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 info@destinationrm.com.au 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
www.urbanenterprise.com.au Appendix B: Sub-Region Visitor Profile 88
Version Appendix C: Tier Three Major Projects by Sub-Region 92
Version 1.1 | April 2018
Executive Summary
Riverina Murray Destination Management Plan 5
Murrumbidgee River , Wagga Wagga
Credit: Destination NSW
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
cocoparRa
WYALONG
MILDURA national park
Key outcomes of the DMP include: nature-based tourism destination.
GRIFFITH
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
park
TEMORA
framework for the identification of development and villages showcasing Australia’s agricultural and Bland, Temora, Coolamon, Junee, kemendok national park
yanga
LEETON
opportunities across the region. pioneering heritage. Eastern Riverina Cootamundra-Gundagai, Wagga national park
DARLINGTON POINT COOTAMUNDRA
Wagga, Lockhart balranald
oolambeyan
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
WAGGA
• 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
livingstone
nature
• Consideration of Strategic Cross-Border Projects to provide analysis and strategic direction at the sub- SWAN HILL
URANA
LOCKHART
reserve
national
park
TUMUT
which will have an impact on both sides of the river. regional level. The Riverina Murray is composed of six wakool
JERILDERIE
SNOWY VALLEYS
DENILIQUIN
sub-regions, based on Council clusters, as shown in FEDERATION
• A number of Regional Positioning Projects which aim Table 1. KOONDROOK
BARHAM
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
wahgunyah
ALBURY
kosciuszko
Councils along the Murray River. MRT is currently ECHUCA WODONGA Snowy Mountains
Way
national
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
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
l
• 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
l
• 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
l
• 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
experiences.
Riverina Murray Destination Management Plan Executive Summary
8 Riverina Murray Destination Management Plan Executive Summary
9
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
11
Western Riverina
• Griffith Food and Wine Hub
• Lake Wyangan Tourist Park
• Griffith CBD Beautification
• Darlington Point Destination
Development
• Leeton CBD and Hydro Hotel
Enhancement
•
•
Altina Wildlife Park Visitor Centre
Gogeldrie Weir Precinct Part A
Development
Eastern Riverina
Background
• Wagga Riverside Precinct
• Pomingalarna Multisport Cycling
Complex
• Wagga Major Equestrian Centre
• Temora Aviation Museum
• Newell Highway Upgrades and Visitor
Tracking
• 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
Upgrades
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
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
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
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
projections.
Riverina Murray Destination Management Plan 6 Riverina Murray Destination Management Plan 72.4 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 9Figure 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 11Seasonality 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 1303 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 1504 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
340
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
Plan
$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 1705 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
planning.
Opportunities
• 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 NSWWagga 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 21Edward 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 23Oura 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
Trail
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.
promotion.
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
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