Ports of the Key driver for tourism investment & growth

Murray Regional Tourism Board www.murrayregionaltourism.com.au PO Box 357, , 3564 p. (03) 5480 7110 www.visitthemurray.com.au Ports of the Murray River Project Overview

Vision Murray visitor economy indicators

To stimulate investment and visitation • Direct expenditure: $1.4 billion by showcasing and authenticating the • Direct and indirect expenditure: $2.1 billion importance of the Ports of the Murray and the role the Murray River played in • Estimated FTE jobs: 24,112 opening up inland . • Tourism sector employment contribution: 17% (direct and indirect) • Total visitors to the region: 5.3 million (year ending March 2017) Project proponents • Total visitor nights: 8.7 million (year ending March 2017) Murray Regional Tourism (MRT) unites the Murray region’s tourism industry, creating memorable and complementary The project visitor experiences throughout this First conceived in 2010, the Ports of the Murray River (POMR) Strategic Initiative beautiful river destination. The region started as a regional change strategy managed by Regional Development Victoria (RDV). The strategy represented a series of projects in the Loddon Mallee region that MRT was established in November 2010 The Murray River is Australia’s longest had the ability to contribute to a change of perception and to reposition the Murray in partnership with Destination NSW, Visit river and the world’s third longest River in the Australian psyche. Victoria and local government councils in navigable river after the Nile and the the Murray. Since the NSW Government Amazon. The river flows 2508 kilometers The strategy quickly expanded to cover all of the riverside communities within the local council amalgamations there are from the mountains of the Australian Murray tourism region – from Wodonga in the east to Wentworth Mildura in the now 13 local government councils in the Alps to the Southern Ocean in South west. The project’s geographic boundary has recently expanded to include the whole of Murray region. Australia. the Murray River, linking with to grow the overall visitor experience. Providing an overarching tourism The Murray River is recognised as strategy, a clear developmental direction, Australia’s national iconic river. It is an focused product development and area with a rich indigenous heritage and support for infrastructure, MRT has set was pivotal to opening up inland Australia about realising its goal of making the after colonisation. It is an environmental Murray a must-visit destination for local asset of national significance, and and international visitors alike. features internationally recognised Through energetic, cohesive leadership, habitats along its course. MRT improves the supply and quality of tourism experiences and increases awareness of destinations, products, experiences and events within the region for our member councils and the region’s tourism industry.

1 Ports of the Murray River Project Overview

Project objectives

• Stimulate investment in developing new product experiences Achieving the vision • Provide alignment between destinations and experiences to create a cohesive visitor Through the initial investigation, 9 core experience along the length of the Murray River port experiences have been identified • Tell or create a story that highlights a significant attribute of the particular port, which which will form the basis for the first when combined, tells the overall journey of the POMR for the visitor. Individual stories link phase of infrastructure investment and to create a whole-of-Murray historical narrative for the visitor product development. • Inspire to create a reason to visit the Murray region The nine key visitor ports are: • Diversify the economy and increase the contribution made by the visitor economy 1. Mt. Kosciuszko Snowy Mountains • Build brand awareness of the Murray region Scheme – Modern Civil Engineering wonder of the world 2. Wodonga – Bonegilla Migrant Project stakeholders Strategic context Experience 3.  – Birth place of Federation • Murray Regional Tourism Board (lead) The Murray Region Destination Management Plan identified POMR 4. Echuca – Historic Port of • Local government representatives as a major opportunity for facilitating Echuca • State government (Vic, NSW, SA) new investment and tourism product 5. Swan Hill – Heartbeat of the Murray • Federal government development by capitalising on the 6. Wentworth – Junction of the Murray unique heritage of the ports. Visitation and Darling Rivers forecasts indicate limited growth over 7. Renmark – Oldest River Settlement the next decade unless investment in WENTWORTH 8. Mannum – Birthplace of the Australian MORGAN RENMARK new tourism product occurs in the region. WAIKERIE BERRI MILDURA 9. Goolwa – Mouth of the Murray BLANCHETOWN LOXTON EUSTON Each of the nine locations has a rich and

SWAN REACH ROBINVALE authentic story, forming a strong base to build the POMR experience. BOUNDARY MANNUM BEND MURRAY BRIDGE

SWAN HILL BARHAM KOONDROOK HOLBROOK COROWA MOAMA ALBURY RUTHERGLEN YARRAWONGA ECHUCA WODONGA

2 Ports of the Murray River Project Overview

Project journey to date Realising the vision

Many of the individual experiences have been successful in attracting significant In order to achieve the vision of the POMR project, two streams have been identified: infrastructure investment. Local governments have invested in these projects, with support • Investment Attraction from both State and Federal grants programs. Funding in the order of $28 million has This stream seeks to attract continuing investment in the development of the identified already been secured to implement the following POMR infrastructure projects: priority port infrastructure projects. MRT is working with several LGA partners to advance • Bonegilla Migrant Experience Stage 1 (Wodonga Council) these opportunities by identifying suitable funding programs. • Pioneer Settlement’s ‘Heartbeat of the Murray’ (Swan Hill Rural City Council) • Product Development • Koondrook Wharf Development (Gannawarra Shire) This stream seeks to attract funding for product and experience development initiatives. • Port of Echuca () It is critical that each port delivers a superior interpretive experience for visitors, as well • Mildura Riverfront Precinct Redevelopment Stage 1 (Mildura Rural City Council) economy. as providing a return on investment for the significant infrastructure projects already completed. MRT is supporting LGAs to fully develop the visitor experience and interpret the stories of A range of related projects have been identified as high investment priorities to support their destination which when combined, tell the overall journey of the POMR. POMR as they are likely to act as catalysts of further development and investment in the local area. • Thompsons Beach Jetty • Bridge Arts Project (Moira Shire Council) () • Barmah Punt Restoration • Old Moama Heritage Trail (Moira Shire Council) (Murray River Council) • Bonegilla Migrant Experience • Corowa Riverfront Precinct (Wodonga Council) Redevelopment • Burraja Aboriginal Centre (Federation Council) (Wodonga Council) • Albury Riverside Precinct • River Boardwalk Redevelopment Phase 1 ( Council) (Albury City Council) • Heritage Loop • Central Albury Riverside Parks Next steps (Wentworth Shire Council) (Albury City Council) The establishment of a POMR Project MRT is currently seeking a partnership • Mildura Riverfront Precinct • Wagirra Trail Redevelopment Stage 1 (Albury City Council) Committee will be driven by MRT. approach across the three states and The role of the group will be to guide local governments in Victoria, South • Barham River Boardwalk • Wonga Wetlands the project’s strategic direction and Australia and to advance (Murray River Council) (Albury City Council) implementation, attract ongoing both the infrastructure investment and • Moama Murray Access Plan • Tocumwal River Boardwalk investment, and further develop the product development streams of this (Murray River Council) ( Council) experiences and stories to create project. Longer term, we will seek a better linkages between the ports. funding commitment to promote the Representatives from MRT and local POMR experiences to consumers. This Contact and state government from Victoria, will be critical in order to drive increased Mark Francis, CEO, Murray Regional Tourism NSW and South Australia will be invited visitation and realise the significant e. [email protected] p. (03) 5480 7110 m. 0429 509 455 to participate. economic benefits of this project. 3