He hopes to tell them of other good things — food and wine, history and heritage, activities for families, natural landscapes, golf courses and river adventures.

Domestic tourism in Australia has declined over the last five years and Murray Regional Tourism has undergone rebranding to try and boost the numbers.

It is estimated the region had more than 2.3 million overnight visitors last year who stayed a total of 6.6 million nights.

“It’s a really good platform for us to work off,” Mr Francis he said.

“We want to focus on the Murray River being the hero and then show people the other experiences they can have.”

Rebranding began about 18 months ago and Mr Francis said it is aiming at attracting more young people to the areas along the Murray.

“We have quite a high visitation from older people,” he said.

“With the upsurge of young families and the strong growth in caravanning we need to tap into that market.”

A new logo reflects the flow of the river and there is a new Murray travel planner and touring map.

Murray Regional Tourism plans to create a strong online presence with the hope of reconnecting people to past experiences along the Murray.

Mr Francis said they also planned to collaborate with a television golfing show, highlighting the fine courses along the river.

He said their campaigns would evolve over the next 18 months.