8 February 2024

Murrumbidgee Trails set to unlock region's tourism potential with partner scheme to boost visitor economy

| Shri Gayathirie Rajen
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woman and man taking in the rural view from a hilltop

Murrumbidgee Trails is set to boost visitor numbers with new partner opportunities for local businesses. Photo: Murrumbidgee Trails.

The Murrumbidgee Trails visitor guide is on the cusp of tourism excellence with the launch of a multi-council tourism initiative.

The marketing prospectus is the collaborative vision of Leeton Shire Council, Lockhart Shire Council, Murrumbidgee Council and Narrandera Shire Council to bring local businesses and events together to boost the region’s visitor economy.

The Murrumbidgee Trails destination brand was first launched in November 2020 as a collaboration between Leeton, Lockhart, Murrumbidgee and Narrandera councils.

The recent partner opportunity is a major milestone in the councils’ collaborative efforts to boost the region’s tourism profile and the start of a new phase.

The prospectus unveils three distinct partner tiers, each designed to cater to diverse business needs. It also underscores the importance of dispersing overnight visitors across different towns and villages to create a complete and enriching visitor experience that benefits local operators as well as visitors.

These packages offer businesses promotion across the Murrumbidgee Trails marketing channels, both in print and online, ensuring maximum visibility and impact.

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Over the past three years, significant progress has been made to establish the brand and grow awareness, with 25,000 copies of the printed visitor guide distributed and 3.5 million impressions on the destination’s growing social media accounts.

“The evidence shows the success of the first edition of Murrumbidgee Trails, with tourism operators who participated in the past benefiting from an increase in business activity,” said Narrandera Shire Mayor Neville Kschenka.

“The second edition will undoubtedly build on this success, so a small advertising investment will achieve clear benefit for participating businesses.”

The region is home to visitor drawcards such as the Lake Talbot Water Park, Whitton Malt House, The Rock Nature Reserve – Kengal Aboriginal Place, and Altina Wildlife Park.

The drawcards have placed tourism partners in a strong position to harness the collective marketing power of the entire region, resulting in increased exposure and awareness.

Whitton Malt House and Southern Cotton executive director Kate O’Callaghan’s mission is to showcase the rich diversity in the Riverina and educate visitors on the sustainability and efficiency of our farmers.

“Murrumbidgee Trails is the perfect resource to plan a regional experience,” Ms O’Callaghan said.

“Visitors are constantly amazed that our region has so much to do, taste and explore.”

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Murrumbidgee Mayor Ruth McRae said the councils’ efforts had broadened the marketing measures for the region.

“With the next guide on the way, we are offering local businesses the chance to get on board this outstanding marketing tool to reach a wider audience,” Mayor McRae said.

“Together, we can showcase the best of what we have to offer and attract more visitors to our beautiful area.”

Leeton Shire Mayor Tony Reneker and Lockhart Shire Mayor Greg Verdon are also encouraging local businesses to partner with the Murrumbidgee Trails.

“Your support not only promotes local businesses but also ensures a winning formula for tourism in our region,” Mayor Reneker said.

”Let’s come together to make this guide an invaluable resource for visitors, offering a glimpse into the wonders of Murrumbidgee Trails.”

Mayor Kschenka added: “Murrumbidgee Trails can only work through your support and together we can continue to build our visitor numbers and their spending in our region’s economies.”

Businesses are encouraged to become a Murrumbidgee Trails tourism partner by choosing from the available package tiers. Bookings close on Friday, 1 March.

Visit Murrumbidgee Trails for more information on the collaboration and partner opportunities. You can also view the Murrumbidgee Trails visitor guide.

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