Murray Regional Tourism
| Abbreviation | MRT |
|---|---|
| Type | Non-profit organisation |
| Purpose | Regional tourism development and destination marketing |
Region | Murray River region, Australia |
| Website | www |
Murray Regional Tourism (MRT) is a non-profit regional tourism organisation serving communities along the Murray River in northern Victoria and southern New South Wales, Australia.[1][2] It leads industry development and destination marketing for the Murray region and coordinates with local government and state agencies.[3]
History and role
MRT was established in 2010 as a partnership between local governments in the Murray region and state tourism bodies in Victoria and New South Wales, with a remit to deliver destination development and marketing across cross-border river communities.[4] Public records describe the organisation as a non-profit public company limited by guarantee,[5] and its Annual Report notes it operates as a “Not for Profit” entity.[6] Visit Victoria lists MRT among the state’s Regional Tourism Boards, which act as conduits for capability building and marketing activities in regional areas.[7]
During COVID-19 border closures in 2020–21, ABC reporting noted an MRT-commissioned analysis estimating about A$1 billion in lost visitor expenditure and 10,000 jobs across the Murray border economy over a 12-month period.[8]
Activities and impact
MRT undertakes destination marketing and supports industry capability across thirteen local government areas in the Murray region in partnership with state agencies.[9]
Flood recovery (2022–23)
Following major flooding along the Murray River in late 2022, MRT conducted a rapid-impact business survey and reported significant losses to the visitor economy. ABC News reported that businesses across the Murray region had lost almost A$130 million in revenue, quoting MRT’s interim chief executive and outlining the organisation’s role in coordinating recovery efforts.[10]
Campaigns
In 2025 MRT delivered the second iteration of its Mates of the Murray storytelling campaign. Independent regional newspapers reported the campaign achieved close to seven million video views and more than two million people reached across social media, highlighting local ambassadors and operators throughout the river communities.[11][12]
Selected reports
- A rapid-impact business survey during the 2022 Murray floods, cited in ABC News reporting on regional revenue losses and recovery coordination.[13]
- An analysis of cross-border visitor-economy impacts during COVID-19, referenced by ABC in coverage of the Murray border communities.[14]
See also
References
- ↑ Booker, Phoebe (1 July 2021). "Major shakeup of tourism in regional Victoria". ABC News. Retrieved 9 October 2025.
- ↑ "Murray River Region Tourism Limited (ABN 12 150 739 647)". CreditorWatch. Retrieved 9 October 2025.
- ↑ Booker, Phoebe (1 July 2021). "Major shakeup of tourism in regional Victoria". ABC News. Retrieved 9 October 2025.
- ↑ Booker, Phoebe (1 July 2021). "Major shakeup of tourism in regional Victoria". ABC News. Retrieved 9 October 2025.
- ↑ "Murray River Region Tourism Limited (ABN 12 150 739 647)". CreditorWatch. Retrieved 9 October 2025.
- ↑ Annual Report 2023–2024 (PDF) (Report). Murray Regional Tourism. 2024. Retrieved 9 October 2025.
- ↑ "Regional Tourism Boards". Visit Victoria. Retrieved 9 October 2025.
- ↑ "Murray border communities plead to be treated as one". ABC News. 16 September 2021. Retrieved 9 October 2025.
- ↑ "Regional Tourism Boards". Visit Victoria. Retrieved 9 October 2025.
- ↑ Rowe, Adriana (15 December 2022). "Murray River region floods cause tourism losses of about $130 million". ABC News. Retrieved 9 October 2025.
- ↑ "Mates of The Murray captivates millions". Yarrawonga Chronicle. 30 August 2025. Retrieved 9 October 2025.
- ↑ "A spotlight on people and place". Sunraysia Daily (The Guardian Sunraysia). 17 August 2025. Retrieved 9 October 2025.
- ↑ Rowe, Adriana (15 December 2022). "Murray River region floods cause tourism losses of about $130 million". ABC News. Retrieved 9 October 2025.
- ↑ "Murray border communities plead to be treated as one". ABC News. 16 September 2021. Retrieved 9 October 2025.
External links
- Official website
- Visit the Murray (consumer site)
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