Strategies and Plans

Research & Resources

Murray Regional Tourism has developed key strategies and plans to support and highlight MRT's specific role in realising the long-term tourism objectives of the entire region.

Strategic Plan

Our key aim is to grow visitation by developing a quality visitor experience, promoting the destination and continually improving as an organisation and industry, both individually and collaboratively.

The focus of the Strategic Plan is to achieve the Murray’s industry potential of $2.27 billion of visitor expenditure by 2020. This in turn will generate an estimated additional 1100 jobs to the Murray’s economy.

Our strategy is based on delivering significant impact through four strategic priorities (referenced pg. 20 to 23):

• Product Development

• Advocacy and Leadership

• Regional Marketing

• Industry Development

Download MRT's Strategic Plan

Destination Management Plan

The Murray Regional Tourism Board have undertaken this Destination Management Plan to improve the quality and range of the tourism product offer with a view to driving increases in visitation, length of stay and the visitor experience. It is based on developing an understanding of the region’s tourism markets, triggers for visitation, tourism product gaps; and identifying projects that will have a significant impact on the tourism industry in the Murray Region.

Destination Management Planning is a process that ensures tourism adds value to the economy, social fabric and ecology of communities. Destination Management Plans draw on research, analysis and consultation to make recommendations relating to both the demand for and supply of tourism products and experiences within a region. This process also considers the economic benefits to a region attributable to tourism, in this instance through the attraction of both investment and additional visitation.

Download the Murray's Destination Management Plan