And a new tourism campaign, targeting a "younger demographic", is tapping into the use of social media to help bring visitors to the Riverina Murray region.

The Murray Best Shared campaign focuses on "three experience pillars" - nature, food and drink and golf - and despite being a NSW based campaign organisers know people "don't care for the state border".

Destination Riverina Murray general manager Richie Robinson launched the campaign from The River Deck Cafe Albury on Friday.

"About two years ago we collaborated with Murray Regional Tourism and we really agreed we needed to step up the marketing efforts across the Murray region and really make sure we were investing in competing with other regions.

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"A lot of research went into informing this campaign and that told us that food and drink really motivates people to come and have a meal, as well as nature and golf is really.

"In alignment with the campaign we really wanted to really mobilise locals to share what they love about the region and so the Instagram competition is really designed for locals to put up a post about what they are loving in the region and be in the running to win a range of prizes worth a total of more than $8000."

The campaign is a collaboration between Destination NSW, Destination Riverina Murray and Murray Regional Tourism and Member for Albury Justin Clancy said "it isn't just going to be a short term hit".

"We are looking to promote our region to people wanting to travel to our area across several years," he said.

"People don't care for the border, we want to showcase the best our region has and that is on both sides of the border.

"We want to target the 30 to 50 year olds and families to come to our region but as we know this is a great place for people of all ages."

The campaign will feature short videos which will be spread across social media channels which include The River Deck Cafe, Lake Mulwala, Corowa Distilling Company and the Woomargama National Park.

To enter the social media competition post a photo to Instagram, tag @myriverinamurray and use the hashtags #myriverinamurray and #visitriverina or #visitthemurray.