What We Do
Murray Regional Tourism (MRT) is the peak cross-border tourism organisation representing one of Australia’s most iconic visitor destinations, the Murray River region. Our role is to advocate for, promote, and advance tourism across both Victoria and New South Wales, working with government, industry, and community partners to build a thriving visitor economy.
Our Mission
We lead, grow, promote, and sustain visitation, tourism development, and investment across the Murray region, ensuring the sector continues to evolve, prosper, and deliver lasting benefits for local communities.
Our Vision
The Murray region - Australia’s iconic inland tourism destination.
Our Values
We are guided by six core values that shape our decisions, partnerships, and daily work:
- Strategic thinking – delivering visionary and united plans for the future.
- Leadership – placing visitors at the centre while uniting stakeholders.
- Future focused – adapting to change and driving innovation.
- Decisiveness – seizing opportunities for community prosperity.
- Integrity and respect – operating with honesty, transparency, and accountability.
- Collaboration – fostering positive and enduring partnerships.
How We Work
MRT operates in a highly cooperative tourism ecosystem with local, state, and federal governments, tourism associations, and industry operators. Together, we:
- Advocate for sustainable tourism development and investment.
- Strengthen regional brand equity through coordinated marketing and the Visit the Murray platform.
- Support tourism businesses with training, resources, and promotional opportunities.
- Develop and champion new tourism experiences, including nature-based, First Nations, and food and wine offerings.
- Deliver strategic initiatives, such as the Murray River Adventure Trail, to elevate the region’s appeal.
- Represent the Murray’s tourism interests in state and national forums.
Our Impact
By 2027, MRT is committed to:
- Attracting over 8.17 million visitors to the region.
- Generating $3 billion in visitor expenditure.
- Growing the tourism workforce to support nearly 7,000 jobs.
- Championing new visitor experiences across the western, central, and eastern Murray.
- Cementing the Murray as one of Australia’s leading regional tourism destinations.
