Council embarks on new tourism brand

By Corowa Free Press

Federation Council is embarking on a new tourism brand for the region and is engaging consultants to assist in leading the project for the community. 

The landscape of tourism marketing in Australia is incredibly vibrant and diverse. Recent statistics from the Murray Regional Tourism show that visitation to the Murray Region reached 6.4 million in the year ending March 2019, with visitors spending $1.9 billion and staying a record 10 million nights. 

The competitive positioning of Federation Council’s tourism industry and identity is therefore critical to strengthen demand and grow the visitor economy even further. 

Federation Council Mayor, Cr Patrick Bourke said the new tourism brand will create a strong identity for the region and encourage community pride. 

“With a focus on our five key experiences, including the history and culture of the region, the great outdoor experience, family fun, food and drink, and the golfing experience, this project is directly relevant to a variety of sectors that will be utilising the tourism brand,” he said.

“This includes our local communities, regional partners, and many varied stakeholders including so many fantastic local businesses who all have links to tourism, some more directly than others.”

Council is inviting stakeholders, business owners and tourism operators to get involved and attend one of the upcoming workshops in Corowa and Mulwala scheduled on Thursday 22 August 2019. 

The workshops will focus on unearthing the values and attributes of the region, understanding your perceptions of the current market position and identify insights on how to best position the region in the market.

“The insights gathered in the workshops, along with visitor and stakeholder surveys will help to inform our understanding and guide the decisions around the new tourism brand development. “Given the diversity across the council area, in landscapes, businesses, experiences, and in the many varied reasons visitors already visit for, this will be no easy task. 

“The input of as many people as possible is critical, to ensure a strong, reflective, attractive and inspiring brand is developed for the Federation region,” said the Mayor. 

Those that are unable to attend one of the planned workshops are encouraged to complete the stakeholder survey to provide input. 

Council’s Tourism Coordinator is also happy to meet stakeholders to ensure that all views are heard. The tourism branding project will utilise the feedback from consultation with relevant sectors, visitor research and understanding of the existing attributes, along with emerging tourism product to develop the new tourism brand for the Federation Council area. 

To register your interest to attend one of the workshops or to find out further information about his exciting project please visit Council’s website or contact Council.