Murray Region: $2.52 Billion Visitor Economy and the Smart, Affordable Choice for Australian Holidays

March 25, 2026

The Murray region’s tourism industry has generated $2.52 billion in visitor expenditure for the year ending December 2025, reinforcing the region as one of Australia’s most significant and resilient destinations, and a smart, affordable choice for families and holidaymakers.

New data from Tourism Research Australia (TRA) shows 6.66 million trips to the Murray region generated 8.69 million visitor nights. The December quarter was the strongest, with 1.75 million trips reflecting growing holiday-season appeal.

Murray Regional Tourism CEO, Cameron Sutton, said the results are a testament to the region’s tourism operators.

“Behind every dollar of that $2.52 billion is a local business delivering experiences that make visitors want to stay longer, spend more, and return. From accommodation providers and food and wine producers to tour operators and welcoming communities, they are the heart of the Murray’s success. These results belong to them.”

The data shows overnight visitors account for 55.6 per cent of total trips but deliver 70.1 per cent of total expenditure, $1.76 billion, spending an average of $476 per trip, nearly double the $254 spent by day-trippers. Intrastate visitors from Victoria and New South Wales remain the economic backbone, contributing 59 per cent of total expenditure and spending $51 more per trip than interstate visitors.

Affordable, Authentic, and Within Reach

These results come at a pivotal time for domestic tourism. Rising fuel costs and airfare increases, alongside a dip in international visitors, are reshaping Australians’ travel plans. For the Murray region, stretching from Wodonga to Wentworth and everywhere in between, this presents an opportunity.

“The Murray is within easy driving distance for millions of Australians. Families can enjoy a holiday without breaking the bank, great food and wine, stunning river landscapes, rich culture, and genuine hospitality, all without the stress of airport queues or costly flights. As travel costs rise, The Murray is the smart, affordable choice for a quality getaway.”

A Region Built on Collaboration

The Murray region spans 13 local government areas across Victoria and New South Wales. Its tourism success is underpinned by collaboration between councils, state tourism organisations, and industry operators.

 

Murray Regional Tourism connects visitors with diverse experiences across the region, from historic river ports and renowned food and wine to rich cultural experiences and internationally recognised wetlands. These landscapes and experiences help make The Murray one of Australia’s most iconic inland destinations. The organisation also supports sustainable growth by strengthening industry capability, digital presence, and access to real-time visitor insights.

 

Key Figures – January to December 2025

Metric Total Overnight Day Trips
Trips 6,660,489 3,699,652 2,960,837
Visitor Nights 8,688,491 8,688,491 N/A
Expenditure $2.52B $1.76B $753.5M
Spend Per Trip $378 $476 $254

 

  • Strongest quarter: December 2025 (1.75 million trips)
  • Highest expenditure quarter: March 2025 ($677.6 million)
  • Intrastate share: 56% of trips, 59% of expenditure
  • Overnight trips: 55.6% of total trips delivering 70.1% of total spend
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