ECHUCA A year in review2019-20 #experienceechucamoama 1 Key Marketing Pillars: Partnerships:

• Actively communicate and Primary pillars: strengthen collaborative working 1. River Cruising (including relationships with key partners MOAMA houseboats and water sports) Campaspe Shire and 2. Nature based activities (bush Council and continue to develop walking, cycling, ) overall event marketing strategies that strengthen destination appeal; 3. History & Heritage • To gain support and leverage the 4. Food Wine & Produce marketing plan for the destination 5. Arts & Culture with tourism members including Echuca Moama Accommodation 6. Festivals & Events Association, Attractions, Retail, A year in Geographic Focus: Service and Hospitality segments; • EMDTA continues to strengthen Targeting consumers that have the collaborative working relationships 2019-20 highest propensity to stay overnight in with Murray Regional Tourism review Echuca Moama (and region) – aligned Board to gain support and leverage with the Murray Region Destination off broader marketing campaigns Marketing Plan. from Visit , Destination Target markets: NSW and Tourism ; Strategic • Link to high yield segments – Adult • To continue to work closely Direction: Couples/DINKs and DIWKs on solo with MRTB in the delivery of visits, Families; VFR/Repeat visitors major projects which grow our Echuca Moama Tourism & District with Children and Grey Nomads; destination appeal and service Tourism Association (EMDTA) • Metro , Regional Victoria delivery e.g. Visitor Transformation will play a key role in building (, , , and Murray River Road; Murray an inclusive, capable and high , Southern NSW) Adventure Trail; performing tourism industry. • Melbourne Touring – an • To leverage from our major international drive route between partners for PR, Media and other Sydney and Melbourne that has marketing opportunities; Objective: been adapted for the domestic • To grow support from key Business market. Currently funded by Groups including C4EM, Business To grow visitation and yield for Visit Victoria, Visit Canberra and and Trade Associations; Echuca Moama and District through tourism associations, and individual As destination managers, EMDTA an integrated marketing strategy operators. works cohesively with the industry through strong branding, tactical to engage and embrace visitors and campaigns to niche markets. Niche Markets: locals with the unique stories to The Integrated marketing • The Family Market showcase our region’s assets. strategy is a detailed tactical plan • Retirees incorporating traditional marketing Funding Partnerships (print and advertising) and non- • VFR/Repeat visitors traditional marketing (social • DINKS/DIWKS • EMDTA acknowledges the financial and digital channels) to apply a contributions from both Shires • Wedding Market consistent brand message. for the delivery of Marketing and • Car Enthusiasts Visitor Services. • International Markets - NZ • The Campaspe Shire contributes $240,244 for the delivery of Visitor Services & $91,048 for Marketing Services in 2020-21. The Campaspe Shire Council also approved a Visitation data: source Tourism rollover of $22,315 marketing funds Research Australia, March 2020. from 2019-20 to 2020-21 due to

2 echucamoama.com EMDTA’s inability to market over 6. Crisis Response – developed a • NSW contribute 12.5% of visitors the lockdown periods due to the Marketing Transformation strategy in & 9.3% of nights in the region. pandemic. consultation with Campaspe Shire, Compared with YE March 2019 NSW visitors were up by 10.6% • contributes Murray River Council, EMAA, Moama $79,552 to EMDTA for Visitor Bowling Club and Rich River Golf • contributed 3.0% of visitors & 9.6% of nights in the Services and Marketing for 2020- Club, to address key issues facing the region. 21. industry & market the destibation. • Length of Stay – Visitors stayed on • EMDTA acknowledges the support 7. Pro-active with media to deliver key average 3 nights in the region up of Echuca Moama Accommodation messages on behalf of the industry. by 0.3% on YE March 2019. Association of $48,000 over two Local media (Riverine Herald); • Age – 65 years and over (21.9%) years for marketing campaigns. Regional Media – WIN TV; ABC • 45 - 54 years (19.2%) Bendigo; ABC Goulburn Murray; • 15 -24 years (18.7%) Building A Resilient Industry State Media – Channel 9; ABC; 7 Echuca Moama Tourism’s role has News; ABC State Wide Drive. What do they like doing never been as important as it has over 8. Supported industry with ongoing while in the region? the 2019-20 year. As a membership- training opportunities. based organisation supporting our • Eat out, dine at a restaurant or industry through the most challenging Visitation 2019 – 20 café (48.7%) was the most popular tourism climate in our lifetime. Echuca activity undertaken by visitors to the region. Moama Tourism has continued to (period April 2019 – March 2020) provide leadership, strong advocacy • Visiting Friends & Relatives – (34.6%) and operator support throughout this • 797,000 domestic overnight • Pubs Clubs Discos – (30.3%) period. This year has been defined visitors – up 4.2 % on YE March • Sight Seeing – 24.6% by two halves. The first, extremely 2019 • Bushwalking – 12.5% positive with record visitation, • Visitors spent over 2.4 million expenditure and yield and the second nights in the region – up by Accommodation: of tragic consequences of the global 15.2% on YE March 2019 coronavirus pandemic (COVID-19) • Friends & Relatives Property was combined with the impacts of the • Growth was in the holiday market the most popular accommodation most active bushfire season Australia with 55.2% nominating holiday as type – 37.1% has ever witnessed. the largest reason for their visit • Caravan Park / Commercial Camping Ground second most In this most challenging environment c/f 53% in 2018-19 popular type – 21.9% with the impacts of COVID-19, the two • Visiting Friends & Relatives visitors successive Victorian lockdown periods, tallied 33.1% - growing 3.8% c/f • Caravan & Camping – non-commercial – 16.7% the closure of the NSW Victorian YE March 2019 border closure and the closure of the • Business declined by 7.3% Domestic Daytrip Murray River, EMDTA has delivered: compared with YE 2019 Advocacy – The Voice of the • Holiday (60.2%) was the largest • 770,000 domestic daytrip visitors – purpose in terms of nights in the down by 15.8% on YE March 2019 Industry region, followed by VFR ( 28.6%) 1. Regional Tourism Review response and Business (9.3%). Compared to Government – August 2019 to YE March 2019 holiday grew by 2. The Future of Visitor Servicing – CEO 7.9% while business nights declined Economic Yield: member of the State Committee by 4.5% Total Spend - 3. Murray Visitor Transformation $482 Million Program involvement Where did our visitors come 4. Voice of the industry to Government from? Domestic Overnight visitors to the in support of industry issues in region spent $388 million in the relation to Border closures, River • 77.7% of visitors & 71.6% of nights region while Domestic Day Trip closures & industry specific issues were Victorian based. Compared visitors spent $94 million in the 5. Worked closely with EMAA to with YE March 2019, Victorian region totalling $482 million or support and resolve specific industry visitors stayed longer with nights 1.3 million dollars per day into our & operator issues. up by 5.1% economy.

#experienceechucamoama 3 Bringing Visitors Publicity Seasonal Campaigns to our region • Echuca Moama & Surrounding Television Campaigns: region featured regularly on WIN EMDTA conducted three seasonal News; campaigns: Destination Marketing: • Echuca Moama featured in Glenn • Winter, Spring & Summer Marshall’s blog via Campermate; Echuca Moama Tourism created Campaigns Glenn’s story Murray River seasonal marketing campaigns • The Campaigns featured Andrew Destinations for Summer Touring inspiring visitors to the region and Walker as Brand Ambassador also featured in Caravan World; encouraging visitors to return. • The Campaigns featured TV • Echuca Moama features throughout Marketing Campaigns were carried into Bendigo /Ballarat regional Destination NSW Spring Campaign; out for Winter, Spring and Summer. windows which covers the broad Marketing Campaigns included a • Destination NSW engaged “We are areas of , Sea Lake, mix of traditional, such as print, the Explorers” to explore the Murray Castlemaine, Maryborough, radio and television, PR, digital Region and PS Emmylou was Charlton, Warracknabeal featured in a blog by Connor Moore; (website) and social media • These Campaigns were augmented (Facebook and Instagram) • Peter Quilty, a judge at Top Aussie with Print, Digital and Social Media. Vans competition, published an Building Brand - article online, Muster on the Murray; Sydney Melbourne Touring – Inland Drive (International) Print Publications • Echuca Moama SUP featured in Visit Melbourne’s Your Dogs Happy • Sydney Melbourne Touring will Space Campaign – video was re-position the Journey between National viewed over 47,000 times; Sydney and Melbourne as one of • Qantas Link Magazine • Echuca Moama featured in Blog the great Australian road trips for • Jetstar Magazine via Passport Collective featuring both domestic and international ; when international tourism returns. Victorian/NSW SMT’s overarching strategic • PS Emmylou featured in German objective is to increase overnight • Official Visitor Guide – Travel Magazine – full page feature visitors and expenditure along the continued to be distributed on the Murray; drive. A new brand and strategy throughout Melbourne Metro • Australian Traveller 25-28 have been developed over 2019-20. Hotels, Melbourne Visitor November, 2019 - Visits to St Anne’s Centre, Melbourne Airport, • EMDTA Australian Tourism Winery, Pacdon Park, Overnight Exchange - Perth 2019 Visitor Centres across Victoria & stay on houseboat and a massage • Murray River Paddlesteamers Regional NSW experience; • WHERE magazine – distributed – featured in Trail Finders UK • Hunter & Bligh – 26-28 November, wholesale program through Melbourne hotels 2019 - Visits to Rich River Golf Club • Echuca Moama featured in German • This Week in Melbourne – Golf specific famil, organised by wholesaler anniversary program • Cultural Guide/ Print & Digital DNSW • Sydney Melbourne Touring – (60,000 copies) • Nomadasaurus - Visits to Kingfisher rebranded and repositioned for Cruises, Iwaterski, Junction and Domestic Drive audience 2019-20 Regional Talo as well as Bird Hide – • Out & About – Bendigo & DNSW famil; Ballarat • DNSW – Murray Best Shared Timereflect to • Winter Blues Festival Guide Campaign - Murray River (July) Paddlesteamers, Junction Moama • Riverboats Music Festival Guide and Rich Glen Olive were filmed and photographed by Destination NSW (February) Place and images from their businesses Stamp Here • Riverine Herald – VFR series – were shared throughout the local stories campaign; • Shopping & Dining Guide - • Herald Sun Escape - Kendall Hill - Echuca Moama Break for the border - November, Take the time to reconnect with what matters. It’s time to come back to Echuca Moama. We look forward to seeing you. • Artisanal Food & Drink Trails 2020

echucamoama.com Phone 1800 804 446 to plan your escape

Follow us and tag us @echuca_moama Grey Cath Photo: #experienceechucamoama  Time to Play Postcard Series 4 echucamoama.com Just an hour from Bendigo your Murray River escape awaits! Summer or Winter, this stunning riverside environment hosts year-round events and family-friendly activities for you to enjoy.

WHY WINTER MemorableExperience Echuca Moama BLUES Holidays Bringing Visitors Back IS THE BEST PLACE TO SLOW DOWN & RELAX

So, what are the best ways to slow Echuca Moama has long been a down and relax in Echuca Moama? haven for those craving a slower With the relaxation of COVID-19 pace and chilled-out vibe. The • Cycle the scenic loop along the heady mix of a meandering river, Murray and Campaspe Rivers beautiful Mediterranean climate, • or stand-up paddleboard stunning natural environment, on the Murray River and a laid back atmosphere is hard to resist. • Wander along historic High Street, Experience restrictions for regional Victorians in late visit the legendary Port of Echuca Like the sound of SLOW? River In this fast-paced world, where we and watch the paddlesteamers We’d love to see you back in all want to switch off and create come and go Echuca Moama at our Winter a deeper connection with family, Cruising Blues Festival in July. friends and nature, slowing down • Browse recycled clothing August 2020 EMDTA launched a multi- is the new bigger, faster, stronger! stores and vintage markets More than 60 of the country’s ExperienceLocal best blues and roots performers A group of passionate locals has • Spend time in nature and watch will fill the historic Port of Echuca created Slow Echuca Moama to the sun rise or set over the river precinct and surrounding venues Produce officially have our twin towns • Taste some locally produced Book ahead and save! with music over three days from certified by Cittaslow International gin, wine, beer, cheese, olive 23-26 July. faceted campaign which was highly as a slow city. This SLOW oil, cherries and avocados movement began in the small With 20,000 attendees expected, • Visit a local produce market Italian city of Cittaslow in 1990 and this weekend is always a sellout is embodied by a snail carrying a • Connect with the community so take advantage of this special ANNUAL EVENTS: modern-day city on its back. Our at a Repair Café event and learn offer and book your stay today! targeted into the Ballarat region with a bespoke snail, created by local artist new skills to be sustainable Receive 15% discount* on all Bronwyn Morton, features aspects Summer: • Join the weekly Park Run along bookings made by 31 March Autumn: of our historic town, with elements the track 2020 to stay at Discovery Parks Ski Winter: and colours of the stunning natural Country Racing Spring: Maidens Inn Moama. To book, Race - February Steam Rally – June environment. There’s so much more to experience Echuca Cup - March Pop and Pour in Echuca Moama when you slow Staying slow at Discovery FREECALL 1800 804 446 or Riverboats Music soft launch into the Geelong market. Visit www.cittaslow.org to discover visit echucamoama.com Winter Blues Music Wine & Food down and take the time to discover Parks Maidens Inn Moama Tie the Knot Wedding the three Australian towns that Festival - February Festival – July our unique lifestyle. Codeword: Riverboats2020 Festival - May Festival – already carry the Cittaslow label. November *conditions apply BOOK NOW AT echucamoama.com 1800 804 446 #slowEchucaMoama #slowEM #loveEM #cittaslow Key Elements Of The Campaign Riverboats Music Festival guide press ad Bendigo & Heathcote Official • Bus Supersides Visitor Guide press ad

• Billboard – central Ballarat SHOP & WIN! • Shop Panels – Wendouree

Shopping Village • POWER FM Radio WHERE’S • SPOTIFY • Ballarat Courier (digital and print) including a competition for two Experience nights plus attractions Your Own YOUR Back Yard • NewsXtend Digital Campaign • Reachlocal Digital

NSW Parks • Geelong Times including a & Wildlife. Where Magazine press ad competition for two nights WEEKEND accommodation plus attractions • Targeted social media • Out and About magazine – Ballarat TAKING and Bendigo editions – two page ad and editorial • 17 Echuca Moama operators joined YOU?? the three nights for two campaign with voucher holders booking their accommodation valid until

31 August 2021 Experience your own backyard p Drop into the Echuca Moama Visitor Centre to pick u some great itineraries: • Nature walks • Family friendly walks • Despite operating in a very • Cycling trails • Picnic spots • Fishing spots unpredictable COIVD-19 • Tours & Attractions

environment, with a closed

border and 5/6 of Victoria still www.echucamoama.com (03) 5480 7555 locked down under stay at 2 Heygarth Street Echuca Avalon Airport Magazine press ad home restrictions, the campaign performed extremely well and delivered some exciting results for Visit Echuca Moama's the region, which have been felt immediately but will also benefit Jetstar Magazine press ad Local Produce#experienceechucamoama & Wine Hub the region into the future.

friends Discover the pleasure of the river wholesome local produce Time for Time on Timemake to Timevisit to Time for and stunning regional wines. memories Timereconnect to family

Ask our friendly Tourism Ambassadors at Echuca Moama Visitor Centre to: • book accommodation, tours and tickets • buy local produce • get local tips and recommendations • plan your day www.echucamoama.com 1800 804 446 W 2 Heygarth Street, Echuca Open P 7 days

Kyabram Fauna Park Rochester silos Out & About press ad Time to Play Postcard Series #experienceechucamoama 5 Awaken Campaign: September - October 2020

Results: 1,401 users to the Awaken Website Landing page (over 7 week campaign) 982 of which were unique users Total number of participating operators: 17 Total number of vouchers claimed: 73 Conversion rate*: 7.4% *(conversion rate of between 2% and 5% is considered good for these types of subscription-based offers)

Location of users: Geelong Up 66.67% on previous year Ballarat Up 21.05% on previous year Melbourne Down 23.97% on previous year (Still in lockdown for campaign period)

Geelong Times Social Media competition: • 785 new followers on the Echuca Moama Facebook page • 70,000 competition reach • 8,000 engagement (11.4% conversion – reach/engagement) • 1600 post shares

Social media posts and paid ads:

Instagram: Total published posts and stories during the campaign period: 70 Engagements 6,426 (+ 9.3%) Profile Actions 47 (+194%) Net Follower Growth +369

Four ways to explore Echuca Moama

LOCATED around 2.5 hours from Ballarat on the legenda ry Murray River, visitors to Echuca Moama are spoilt for comes to getting off the beaten track and exploring the choice when it that make up the riverside region. charming towns, idyllic forests, exciting national parks and s erene waterways Whether you prefer to walk, cycle, boat or drive, there is an e sides of the river. We have c ver-changing array of landscapes to take in on both the hosen some of our favourites to whet your appetite, however you c Victorian and Moama’s website at www.echucamoama.com/awaken for details of an visit Echuca all the trails and touring routes on offer. WALK • Gulpa Creek Walk – Murray Valley National Park, Mat Located in the Murray Valley National Park, this 5km houra NSW return walk is a Grade 3 trail and an easy, If you’re feeling energetic, when you get to the end of  at walk alongside the creek. a further 1.5km before turning back. the track you can cross the wooden bridge and stroll al ong Poley’s loop for • Koondrook Red Gum Forest Walk, Koondrook VIC Starting at the historic Condidorios Bridge, the Koondrook R and historical sites of Gunbower State Forest - the T ed Gum Forest Walk offers two loops through the uni urtle Loop, a 13.2km, 3.5 hour return que ecosystems 2.5 hour return  at trail.  at trail and the Eagle Loop is a 9.1km, CYCLE • Five Mile Mountain Bike Trail, Moama NSW Located in the Moama precinct of the Murray Valley Regional iconic Murray River landscape of river red gums. The trail Park, this purpose built 7km mountain bike trail is set among t he terrain, with features including wall rides, drops and is suitable for bikers of all skill levels and provides a mix of f  owing bridges, and skill areas including a pump tra ast rolling Awaken Campaign collateral rollers. ck, berms, jumps and • Campaspe River Ride, Echuca VIC Starting at the Echuca Moama Visitor Centre, thi s 7km ride takes you through the historic port precinct and acr Street Bridge to Campaspe Esplanade where you c oss the Warren Campaspe River all the way to the Ogilvie Avenuean bridge see many species of ducks and birdlife. Wind your way al where you will then meander back through the quiet residentiong the of historic Echuca. al streets BOAT • Canoe & Kayak Trail Located in the Murray Valley National Park, this t rail provides 61km of river to explore. The Edward River Bridge great launching spot for the trail. Spend a few hours on the wa picnic area is a locations along the way. The Edward River is a peaceful, les ter or take a multi-day adventure, stopping at the many pict uresque for all ages and experience levels. ser-known alternative to the Murray, making it a good paddl e location DRIVE • Silo art at and Rochester Take in the local section of the Australian Silo Art T rail at Colbinabbin and Rochester. Painted in 2018 by mural a Jimmy D’Vate, the GrainCorp Silos at Rochester fe rtist, painted in April 2020 by artist, Tim Bowtell, and telature an Azure King Fisher and Squirrel Glider. The Colbinabbi l the story of the railway and its signi n silos were Check out the Campaspe Arts Trail map at www  cance in the Colbinabbin district. See our region map located on the following pages.echucamoama.com/awaken t for more art experiences in and o help you plan your visit to Echuca Moama. around Echuca.

Spring 2020

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6 echucamoama.com echucamoama.com Social Media Over the past 12 months echucamoama.com has received Achievements 184,125 website hits up 14.25% on the previous financial year 2018- 2019 July 2019 - Oct 31, 2020 which was 161,153. Unique Users (number of individuals Facebook Likes: 13,746 Facebook likes: 3,403 accessing site, some may visit multiple (up 14.9) times) were also up 15.5% on the Impressions: 2,878,170 (144% up) Impressions: 3,157,803 (8.3%) previous financial year with a total of 137,313 users. Engagements: 109,056 (up 21%) Engagements: 163,391 (17.9%) Most popular pages: Home page on Video Views: 105,900 (509%) Video Views: 201,200 www.echucamoama.com accounting Post link clicks: 7,004 Post link clicks: 13,784 (203%) for 8.38% of traffic in 2019/2020. Things to Do page and the Instagram Followers Instagram Followers Accommodation page followed as the next most popular pages, at 7.66% and 4,826 (up 26%) 6,297 (up 37%) [up 1,091 from June 14th] 4.32% respectively. Other significant Impressions: 754,675 (up 113%) Impressions: 1,349,184 (up 88.4%) pages included ‘What’s on this Month’, Engagements: 17,663 (up 77.4%) Engagements: 27,839 (up 17.6 %) What’s on Events (download), and the page for the event Regional Picnic in Story Impressions: 224,794 (up 487%) Story Impressions: 1,349,184 (up 88.4%) January 2019

Demographics: Leading the Murray: • Female users – 60% • Male – 40% Instagram Facebook • Age Group: highest percentage of users was in the 25 to 34 year age Echuca Moama 6,297 16,612 group at 22.5%, followed by the 55 Visit 4, 812 5,288 to 64 year age group Visit Sun Country 1,309 3,608 Location of users: Visit 4,783 14,348 • Melbourne (69.3%) • Sydney (11.55%) Visit Swan Hill 2,796 4,671 • Adelaide (2.01%) Visit 2,872 14,348 • Echuca (1.82%) • Brisbane (1.67%) • Perth, Geelong, Canberra, Bendigo, Ballarat and – Mooroopna.

#experienceechucamoama 7 Focusing on Event Ticketing Volunteer Ambassadors our Visitors In 2019/20 the Visitor Centre has In 2019/20 we welcomed four new sold $125,139 worth of event tickets ambassadors to our team: Phyllis Visitor Centre performance in 2019/20 supporting local operators and Brennan, Tenaya Cox, Deborah has been severely impacted by the community organisations. Carrington and Marg Smith COVID-19 Pandemic, affecting the four Events Ticketed in 2019/20 include: In 2019/20 our team of 21 months from March – June 2020. • Riverboats Music Festival 2020 ambassadors provided 2876 hours The Visitor Centre was closed to the (the equivalent of 359.50 days) of • Chamber Philharmonia Cologne public from Monday 23rd March to assistance to visitors and events. • ITP International Women’s Day Thursday 4th June and again from Roaming Ambassadors featured Brunch Monday 8th June to Friday 12th June. around town during the Riverboats Despite the impact of bushfires over • Fishing on the Fairways at Rich Music Festival and the Australian the summer period and the impact River Golf Club Darts Open. of the pandemic lockdowns, the • Australian Darts Open Spectator Visitor Centre has delivered quality Tickets visitor services over the period. The Student Placements • Vic Women’s Country Bowls comparison below compares for the Carnival In 2019/20 Echuca Moama Visitor same time period. (July – Feb) • Murray Business Network Events Centre welcomed two students – we had indigenous tourism trainee Laura Visitor Centre Performance • Diversity of Leather Event Hudson working with us from January over past year (comparison • Grand Final Luncheon at Rich River with previous 2018/19) 2020 to July 2020, and School Based Golf Club Trainee Ella Barry who will be with us 2018/19 2019/20 • Inside Story 2019 from January 2020 to December 2021. (for same • Campaspe Murray Business Awards In conjunction with their placements period to Gala Dinner students are undertaking the TAFE 28 Feb) • The Molato Project Certificate 3 in Tourism studies. Accomm 313,757.55 282,869.50 • Dirty Dicks Theatre Restaurant Bookings Down 9% • Pacdon Park Artisan Foodie Visitation 36,437 37,916 Workshops Up 4% • Birds of Prey Fun Day at Fauna Park Attractions 75,342.91 77,744.25 Sales Up 3.2% Merchandise 22,693.21 33,400.08 Sales Up 47.2% Event Ticket 124,552.00 125,139.00 Sales Up 0.5%

8 echucamoama.com Rochester Ancillary Visitor Familiarisation Innovation Industry Development Centre – first ancillary centre Due to COVID-19, familiarisations had ATDW Listings - In response to to be established in Victoria. to be suspended as of March 2020 COVID-19, Murray Regional Tourism which meant that we needed to come was able to negotiate on behalf of During 2019/20 we worked with up with innovative ways to ensure our Victorian operators to received free volunteers from Rochester Sport ambassadors remained engaged and ATDW listings (NSW already receive Museum to gain accreditation under knowledgeable about the region which free listings). As a result, VIC staff the Echuca Moama VIS hub for an has lead to our Virtual Famil program assisted 65 Victorian Businesses to ancillary visitor centre located in which we intend to keep operating in claim and set up their their free ATDW the Rochester Sports Museum. The conjunction with face to face famils listing, as well as providing operator approval for this accreditation came once these are permitted. training on the ATDW platform. through in February 2020 and the process to integrate the Rochester Post March 2020, familiarisations volunteers into our volunteer team went online and virtual famils have Virtual Reality Pilot commenced just prior to COVID-19, been conducted during the shut Echuca Moama Visitor Centre and will continue once the centre down period with operators including: participated in a pilot program reopens post COVID-19. The ancillary Maiden’s Inn Holiday Park, Cactus funded by Murray Regional Tourism visitor centre at Rochester is the first Country, Historical Society, Rich River Board to install a Virtual Reality visitor centre accredited under the Golf Club, Pacdon Park station within the Visitor Centre. ancillary model in Victoria. Staff Training The objectives of the project are to increase visitor’s knowledge of the Familiarisation Program Staff and several ambassadors region and encourage them to spend more and stay longer. Two headsets During 2019/20 (prior to March 2020) undertook MRTB i2i Training Program were installed in the Visitor Centre in visits have been conducted to: – Information to Inspiration as part of the Visitor Transformation Project. 2019/20. Alton Gallery, Foundry Art Space, Historical walk with Gwen Potter, All staff undertook training on the Whistle Stop Gallery; Mathoura VIC, ATDW platform and how to assist Reed Bed Bird Hide, Edward River operators to use the system Camp Ground; Great Aussie Beer Shed, Rushworth, Waranga and Ambassador Training Whroo; Where the Long Paddock Meets the Murray, Billabong Ranch, In 2019/20 four new ambassadors Kingfisher Cruises. completed induction training. An extensive ambassador enrichment program has been developed during lockdown which will be rolled out in 2020/21.

#experienceechucamoama 9 GROWING Building Community Growing visitation in softer PARTNERSHIPS Partnerships periods of the year and leveraging events for the ACROSS THE • Worked with Kyabram Town Hall Committee to deliver and market Tourism sector. TOURISM and Fashion exhibition LOCAL COMMUNITY • Worked with Rochester Lions Events supported by EMDTA – Club to develop and establish Marketing support and Visitor an accredited Visitor Centre for Services Consumer Shows Rochester • Winter Blues – 20th Anniversary – • Wedding Expos - Swan Hill • Grew industry membership with July 2019 and Echuca Heathcote Wineries (within • Darts Australia – July – Aug 2019 • Motor Classica – Melbourne Campaspe Shire) – Heathcote 11; • CMCA Rally – Elmore October 2019 Tellurian; Shiraz Republic; Peregrine Exhibition Building • World Bowls Challenge – Moama Ridge; Silver Spoon Bowling Club November 2019 • Repair Café – worked in Member Networking and • Fishing on the Fairways – Rich conjunction with SLOW Echuca Professional Development River Golf Club September 2019 Moama to hold the initial Repair Industry Network Nights: Café • River Boats Music Festival – February 2020 18 June – Echuca Distillery • Worked with CLRS to assist with 22 October – Echuca Workers their new marketing strategy • Southern 80 – February 2020 10 December – Moama Bowling Club • Worked in conjunction with the • Poetry Trail Launch – Historical Riverine Herald to deliver the Society - November 2019 Professional Development Shopping & Dining Guide Opportunities: • Worked with to develop and tell a series of Echuca Moama Tourism partnered local stories, Postcard series and with Netstripes to deliver industry Experience your own Backyard training over the past six months. series A series of webinars have been rolled out for the industry to access. These Let’s Go Kids – opportunities have been regularly Tourism Industry Awards Summer edition communicated through our industry update newsletters. NSW Tourism Awards In August, The Australian Innovation • Cadell on the Murray Motel Resort Centre agreed to provide two free – Silver interactive webinars to the operators across both Echuca and Moama Regional Tourism Awards and region. This was taken up by 15 • Rich River Golf Club, Moama businesses. For those who undertook – Hall of Fame the webinars a free two-hour one to • Cactus Country, Strathmerton one mentoring session was available. – Gold A number of operators are in the • Cadell on the Murray Motel Resort, process of accessing this mentoring Moama – Gold opportunity. • Rich Glen Olive, Yarrawonga – Silver

Victorian Tourism Awards • Riverboats Music Festival Echuca – Gold and Hall of Fame • Cactus Country Strathmerton – Bronze

This Week In Melbourne – Summer edition

10 echucamoama.com #experienceechucamoama 11 Echuca Moama Tourism 2 Heygarth Street Echuca VIC 3564 (03) 5480 7555 echucamoama.com

12 echucamoama.com