Strategic Plan

Murray Regional Tourism's 2024-2027 Strategic Plan serves as a comprehensive roadmap for advancing the visitor economy along the Murray River. Rooted in resilience, innovation, and cross-border collaboration, the strategy is aligned with state-level tourism objectives, including Victoria’s Experience Victoria 2033 and New South Wales’ Visitor Economy Strategy 2030. Key goals include generating $3 billion in direct visitor expenditure and attracting 8.17 million visitors by 2027. The plan emphasises sustainability, local community benefit, and supporting a skilled tourism workforce. By fostering strong partnerships and harnessing the region’s natural assets, MRT aims to position the Murray as Australia's iconic inland tourism destination.