Destination Riverina Murray

What Destination Riverina Murray does

Destination Riverina Murray (DRM) is a non-profit regional tourism organization established in 2017 as one of seven NSW Government Destination Networks, funded and overseen by Destination NSW. It is responsible for strengthening the visitor economy across 22 Local Government Areas spanning the Riverina and Murray regions, encompassing destinations such as Wagga Wagga, Albury, Griffith, and the Murray River corridor. The organization serves approximately 3,232 tourism-related businesses, with a small team of seven led by General Manager Yvette Myhill and a skills-based board chaired by Matthew Lucas.

DRM's core products are strategic planning assets, research reports, and operator enablement services rather than commercial technology products. Key deliverables include the Riverina Murray Destination Management Plan 2030, the Riverina Murray Agritourism Development Strategy 2033, the Value of Tourism Report, the Accommodation Market Assessment, and a four-part Accommodation Investment Prospectus series. Operator services include free Get Connected and Business Events NSW listings (operating through Destination NSW's consumer platforms reaching 1.5M+ monthly users and generating 7,000+ leads annually), the monthly 'The Goods' newsletter, media connections, and the NSW First Program training modules. The technology stack is built on Microsoft Systems for data storage and operations, with Google Customer Match technology powering data-matched targeted advertising; no proprietary AI or platform technology is developed in-house.

The business model is government-funded rather than revenue-generating. Primary funding flows from the NSW Government through Destination NSW, supplemented by industry development services to operators that are delivered free of charge. Pricing is not publicly disclosed. The go-to-market is B2B-focused, targeting tourism operators, local governments, and event organizers across 22 LGAs through direct operator support, content marketing, earned media, and partnership with Destination NSW, Murray Regional Tourism, and Visit Riverina. The organization does not sell directly to consumers; instead, it amplifies operator reach through shared state-level marketing infrastructure and Destination Management Plan execution.

Name

Destination Riverina Murray

Legal name

Destination Riverina Murray

Website

https://riverinamurray.com.au

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Destination Riverina Murray is a non-profit government-funded regional tourism organization that supports approximately 3,232 tourism operators across 22 Local Government Areas in the NSW Riverina and Murray regions through strategic planning, operator mentoring, and access to Destination NSW marketing platforms.

Ownership category

akta.pro rank

Headquarters

HQ city

Wagga Wagga, New South Wales

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Government Funding: Operations funded by the NSW government through Destination NSW, the government's lead agency for tourism and major events. One of seven Destination Networks established in 2017.
2. Industry Development Services: Provides education, training, and industry development initiatives to tourism operators in the region

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Destination Riverina Murray is a NSW Government-funded Destination Network that strengthens the regional visitor economy across 22 Local Government Areas in the Riverina and Murray regions. It provides strategic planning, industry development, marketing support, training, funding facilitation, and research publications to tourism operators, local government tourism teams, and business event organizers.

Product overview

Destination Riverina Murray operates as a regional tourism organization (one of seven Destination Networks established in 2017) focused on strengthening the visitor economy through partnership development, strategic planning, and industry support. The organization offers a portfolio of services including research reports (Accommodation Market Assessment, Value of Tourism Report), strategic planning documents (Destination Management Plan 2030, Agritourism Development Strategy 2033), investment prospectuses for accommodation development across four sub-regions, operator training through the NSW First Program, and marketing channels including The Goods newsletter, Get Connected listings, and Business Events NSW platform integration.

Differentiator

Problem solved

Functional benefit

Products and services

• Accommodation Market Assessment Report Comprehensive analysis of accommodation supply and demand in the Wagga Wagga, Albury, Griffith and Snowy Valleys local government areas to inform investment opportunities for accommodation operators and developers.
• Accommodation Investment Prospectus Series Series of investment prospectuses for Wagga Wagga & Eastern Riverina, Snowy Valleys, Albury Hume, and Griffith & Western Riverina highlighting accommodation development opportunities for operators and developers.
• Value of Tourism Report Report quantifying tourism's economic impact on the Riverina Murray region, including domestic visitor spend metrics used by operators and councils for funding applications and project advocacy.
• Riverina Murray Destination Management Plan 2030 Key strategic document guiding tourism growth in the region through 2030, identifying development themes, priority projects and infrastructure to encourage private and public-sector investment.
• Riverina Murray Agritourism Development Strategy 2033 Strategy for developing a competitive agritourism sector leveraging the region's agricultural strength, with four key priorities: building capacity, focusing on hub areas, developing lead products, and regional marketing.
• The Goods Newsletter Monthly email newsletter providing tourism industry news, marketing opportunities, visitor economy insights, data trends, and updates relevant to operators in the Riverina Murray region.
• Get Connected Program Free listing program enabling tourism businesses to showcase offerings on Destination NSW consumer-facing websites reaching over 1.5 million potential customers monthly.
• Business Events NSW Platform Dedicated online platform for business events venues, driving over 7000 leads to industry annually with free listing opportunities for operators.
• NSW First Program Resources Online resources, training modules, workshops, and mentoring for tourism operators covering develop, promote and sell pillars of visitor experience development.

Quantifiable outcome

• Over $4,300 per minute in domestic visitor spend ($6.2 million per day)
• +3 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• NSW & VIC Cross-Border CommissionersminorStrategic or Co-development Partner · 1 January 2025Featured at the Cross-Border Tourism Forum addressing cross-border tourism opportunities and challenges between NSW and Victoria.
• Destination NSWcoreStrategic or Co-development PartnerPrimary government funding and oversight body. Destination NSW is the NSW Government's lead agency for tourism and major events. Provides funding to the seven Destination Networks including Destination Riverina Murray and coordinates state-wide marketing campaigns, industry development, and research.
• Murray Regional TourismcoreStrategic or Co-development PartnerRegional tourism organization for the Murray area. Collaborates on cross-border tourism initiatives, joint marketing campaigns (such as 'Meet The Murray' and 'Moments That Mean Everything'), and regional development strategies.
• Visit RiverinacoreStrategic or Co-development PartnerRegional tourism organization for the Riverina area. Partners on marketing initiatives, operator support, and regional tourism development across the Riverina Murray destination.
• Local Governments (22 LGAs)coreStrategic or Co-development PartnerPartnership with 14 Riverina and 8 Murray Local Government Areas including Bland, Carrathool, Coolamon, Cootamundra-Gundagai, Griffith, Hay, Junee, Leeton, Lockhart, Murrumbidgee, Narrandera, Snowy Valleys, Temora, Wagga Wagga (Riverina) and Albury, Balranald, Berrigan, Edward River, Federation, Greater Hume, Murray River, Wentworth (Murray).
• NSW National Parks and Wildlife ServiceminorStrategic or Co-development PartnerCollaboration on tourism development initiatives and product development within national park areas of the region.
• Transport for NSWminorStrategic or Co-development PartnerPartnership to assist in the development of the NSW Scenic Routes project and provide advice on regional black spots and 3G shutdown impacts.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Destination Gold Coast: Regional DMO for the Gold Coast. Comparable in mandate (regional destination development, operator support, marketing) but operates in a more tourism-mature market; useful benchmark for governance and funding models.
• Visit Riverina: Regional tourism body focused on the Riverina area (NSW side). Strategic partner with Destination Riverina Murray on marketing initiatives, operator support, and regional tourism development across the Riverina Murray destination.
• Tourism Tropical North Queensland: Regional tourism organization covering Tropical North Queensland. Operates a similar DMO model — coordinating LGAs, marketing a defined geographic destination, and supporting operators — but at a more internationally scaled destination.
• Destination Sydney Surrounds South: Another of the seven NSW Destination Networks established in 2017. Operates under the same Destination NSW funding/governance model with an equivalent operator-mentoring mandate across its LGA footprint.
• Murray Regional Tourism: Regional tourism organization covering the Victorian side of the Murray. Direct collaborator with Destination Riverina Murray on cross-border campaigns ('Meet The Murray', 'Moments That Mean Everything'), operating as a comparable DMO for the same broader destination.
• Destination Sydney Surrounds North: One of the other six NSW Destination Networks established alongside DRM in 2017. A directly comparable regional DMO serving a different but adjacent set of NSW LGAs, with identical mandate, funding model, and operator-support role.

Regional players

• Visit Victoria: State tourism body for Victoria. Not a direct competitor but a structurally comparable government-funded tourism marketing organization operating in the neighboring jurisdiction, and a partner for cross-border Murray River initiatives.

Broad incumbents

• Destination NSW: NSW Government's lead agency for tourism and major events. Acts as funder and strategic parent to DRM while operating state-wide marketing campaigns and the Get Connected/Business Events NSW platforms that DRM's operators rely on.
• Tourism Australia: National tourism marketing agency. Operates at a broader scope than DRM but directly influences inbound demand to the Riverina Murray through international campaigns that regional DMOs like DRM amplify at the operator level.
• South Australian Tourism Commission: State-level tourism commission for South Australia. Operates at a higher geographic and budget scale than DRM but pursues the same fundamental mandate of destination marketing and operator enablement under government backing.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCdJpK
• LinkedInlinkedin.com/company/destination-riverina-murray
• Instagraminstagram.com/destination_riverina_murray

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Destination Riverina Murray