Winter tourism campaign set to entertain, attract visitors in colder months

With the relocation of the Southern 80 from February to May there is an immediate injection of enthusiasm into the traditionally quieter months.

The Southern 80 was forced to change its dates due to the unavailability of emergency service personnel and will now be held from May 13 to 15.

But tradition is something the EMT board is planning on altering as it launches the Entertain Winter in Echuca Moama campaign.

The board is setting itself for three of its major drawcards during the winter, including the nationally recognised Winter Blues Festival.

Riverine Herald advertising manager Kristy Hayes, one of two new members of the board, said the festival was a “truly Echuca-Moama event” and the benefits from its staging were profound.

The festival will be held from July 28 to 31 and will lead straight into the launch of the Moama Lights festival.

After two years of cancellations Peter Williams, chair of the festival, and his team were working hard in tandem with EMT to deliver a bumper event.

“I know how disappointed the Blues Festival organising committee has been with having to cancel two years in a row,” Ms Hayes said.

“From early indications I think anyone who is a fan of the event, even those who have never experienced it before, should pen it into their calendar.

“This is an event which is a truly Echuca-Moama event and the dollars which come into the town stay here. It really is a wonderful four days and nights.”

She said the new marketing campaign, Entertain Winter in Echuca Moama, was designed to entice visitors to the region in otherwise “quieter” times.

“People naturally come to the region for special events, like the Blues Festival, Southern 80 and Moama Lights,” she said.

“What we are hoping to do is to have them extend their stay or maybe even come early, to enjoy everything else that the region has to offer.”

Ms Hayes said the effects of the COVID-19 pandemic on businesses during January and February had encouraged EMT to focus on winter, and how the board could bring more visitors to the region in winter.

“Leading up to, and including, Easter there is — traditionally — a strong flow of visitors to the region,” she said.

“With the March long weekend and the activity surrounding all the summer sports finals the area is generally pumping well into April.

“It is the May to August period that is our focus with this campaign.”

Moama Lights, the award-winning celebration operated by the Murray River Council, will return from July 21 to August 21.

The illumination of Horseshoe Lagoon the sound and light trail will wind through the region with art, projections and technology.

Ms Hayes said the EMT board would offer an opportunity for businesses to “meet the new board members” on Tuesday, March 8.

“We have our first networking night at the American Hotel on Tuesday. All members are encouraged to attend,” she said.

Ms Hayes said it was important for businesses to have a connection to the tourism group and she encouraged people to join as members.

Chief executive Kathryn Mackenzie said, in conjunction with the winter campaign, Echuca Moama Tourism was beginning a 2022 membership drive.

“As members we offer businesses the opportunity to market their businesses into major visitor markets,” Ms Mackenzie said.

Ms Hayes said the Riverine Herald also published the What’s On Echuca-Moama tourist guide, with the autumn edition out on Friday.

“Locals should keep an eye out for a copy in their letterboxes next week and enjoy all Echuca-Moama has to offer during autumn.

“We still have some great events coming up over autumn, starting with the Echuca Cup next week — over the long weekend — and of course Easter.

“Things like the Good Friday Twilight Market and Easter Egg Hunt, are always great fun.”

EMT has a close working relationship with Echuca Moama Accommodation Association and both local government authorities, as well as Murray Regional Tourism.

“Based on our results from the end of August 2020 until September 30, 2021 (compared with same period in 2018-19) our website visits were up 72 per cent to 251,831,” Ms Mackenzie said.

Website revenue was up 23 per cent; accommodation has increased by 55 per cent and tours were 248 per cent up.

“We had 194,400 YouTube videos played in full during seasonal campaigns and more than 187,300 television adverts played in full (including catch-up television) during seasonal campaigns.

“Our Facebook impressions were up by 142.8 per cent, to 3.3 million, while Instagram impressions were up by 135 per cent, to 2.1 million,” Ms Mackenzie said.

She said Echuca-Moama had been so heavily impacted as a destination, it was now time to all pull together as a community to attract visitation.

“Prior to the pandemic tourism to the Echuca-Moama region was worth $1.3 million a day and this rippled right through the community,” she said.

“It’s imperative that we are selling our message that we are a great place to come and stay and enjoy what we as locals enjoy.”