Destination Riverina Murray are hoping childless couples will descend on the region and ‘Go with the Flow’ after their new tourism campaign launched on Monday.
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General Manager Richie Robinson said through the ‘Go with the Flow’ campaign they want to offer tourists an alternative getaway to larger surrounding cities.
Mr Robinson said tourism was performing well but the campaign aims to fill a gap in the market.
“The Riverina has been performing well from a tourism perspective particularly from a visiting friends and family and business travel perspective, but we’ve seen a huge opportunity to grow that holiday travel to the region for an older demographic and experience all we have to offer,” Mr Robinson said.
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Research behind the campaign determined the primary target market to be couples aged 45-65 with no children at home.
“We determined they [45-65] are the best target market and they have the most appetite to come to the Riverina - they’re happy to jump in their car and go for a long drive and take their time having a look around,” Mr Robinson said.
The results will be analysed through awareness rather than conversion rates, and Mr Robinson said they’re hoping to see an increase on the current 18 per cent awareness level.
At this stage, Mr Robinson said he was confident Wagga had the resources available to welcome more visitors.
“Wagga in particular has busy accommodation but not full, so there’s definitely a capacity for growth, particularly on weekends for those taking holidays,” he said.
Visitor economy officer at Wagga City Council, Matt Holt, said the campaign will benefit Wagga’s economy.
“It’s really highlighting our operators involved in agri-tourism and nature-based tourism, and in particular Belisi Equine farm stay, Thirsty Crow brewery, and of course here at Wagga beach,” he said.
“Tourism is an economic driver for the city, not only visitors coming but also people spending money at our businesses, and brings opportunity for growing employment in the industry as well.”
The campaign will run for two months from February 18 to April 28 2019.
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Jessica McLaughlin
If something is awry in our community, I want to know. If someone deserves celebration, I want to know. Everyone deserves an honest news source and that's what I'm here to help achieve.
If something is awry in our community, I want to know. If someone deserves celebration, I want to know. Everyone deserves an honest news source and that's what I'm here to help achieve.
