Our key aim is to strengthen the region’s visitor economy by building tourism product, industry resilience, developing quality and inspirational visitor experiences and promoting the region in partnership with both the public and private sector.
The focus of the Strategic Plan is to achieve the Murray’s industry potential of $2.25 billion of visitor expenditure by 2024 by attracting 7.3 million visitors. This in turn will support 22,500 jobs in the Murray region.
Our strategy is based on delivering significant impact through five strategic priorities (referenced pg. 6 to 10):
• Regional Marketing
• Product Development
• Leadership and Advocacy
• Industry Development
• Governance and Sustainability