8.3. INFRASTRUCTURE AND SERVICING

MURRAY AGRI AND CULINARY TOURISM EXPERIENCE

The purpose of this program is to realise the Murray’s potential as an agritourism and culinary tourism destination and establish a critical mass of food and agritourism operators. MRT will undertake a specialised program that will focus on developing the region’s product and experience offering to consumers by focusing on improving the quality, authenticity and number of offerings available to visitors and locals. A strategic plan is currently being developed. Actions identified include:

• Implement the Murray Agri and Culinary Tourism Experience Development

Program: o Farm to plate development strategy. o Food and agritourism experience development programs pilots. o Seek funding to roll out year 2 and 3 of the Farm to Plate Program.

RIVER CRUISING

There is potential to explore a commercial cruise option for the River that would provide a long multi-faceted journey through River Red Gum forests and the Murray’s port towns. There are some logistical issues that would need to be overcome with many weirs along the river’s length preventing continuous passage for boats.

Delivery actions include:

• Establish a project control group led by MRT. • Seek funding partners for a feasibility study and concept plan including a market assessment for the project. • Develop prospectus material targeted to potential tour companies.

8.3. INFRASTRUCTURE AND SERVICING

CONTEMPORARY VISITOR INFORMATION SERVICES

The Murray Region is a large geographic tourism region stretching from Albury Wodonga to Mildura. The geographic size of the region and cross border nature creates challenges in terms of governance and delivery of services, however MRT has shown leadership in the delivery of innovative projects that have become the benchmark for delivery in Victoria and NSW.

Delivery of efficient, targeted and effective visitor information services could prove to be one of the most difficult hurdles faced by MRT due to attachment to physical VICs by stakeholders and the lack of an effective governance structure to deliver an alternative approach. A recent review has provided an analysis of the current approach to physical information delivery across the region and has identified significant resources being dedicated to the existing approach including:

• Over $1.8 million in net expenditure dedicated to delivery of accredited visitor information centres by Local Government and Regional/Local Tourism Organisations. • Over $300,000 in expenditure on collateral by Local Government and Regional/Local Tourism Organisations.

Many of the Local Governments in the Murray Region still operate largely independently in operating their VICs. This results in high cost for Visitor Information Centre delivery and a localised, rather than regional, focus for services.

The review of the Murray Digital Platform shows that when it is used effectively such as Albury Wodonga’s destination website, usage is high. However, there are many destinations that are not using the digital platform and the approach to online visitor information delivery is inconsistent in quality and approach.

A regional approach to visitor servicing may be considered for the Murray Region. This will allow for a consistent and efficient approach to information delivery, collateral, experience and infrastructure across the region to better meet the needs of contemporary visitors.

Further consideration should also be made to consumer preferences and approaches to accessing digital information so that the MRT and Local Governments can respond to the way consumers search and access information. This includes consideration of all visitor touchpoints (physical and digital) to ensure a coordinated visitor information experience.

MURRAY REGION DMP UP DATE MURRAY REGIONAL TOUR ISM