Australia’s Murray River tourism region is preparing for a major national television showcase in 2027 following a two-day filming visit by Great Aussie Road Trips on 6–7 October 2026. The production focused on attractions across Federation Council and Berrigan Shire in New South Wales and Moira Shire in Victoria. By highlighting historic towns, riverfront adventures, local food producers, Indigenous cultural experiences and regional hospitality, the programme aims to encourage more Australians to explore the Murray River corridor and support businesses across the three neighbouring council areas.

The filming initiative places renewed attention on one of Australia’s distinctive inland tourism destinations. It also highlights an important regional development strategy: encouraging visitors to explore neighbouring communities across state borders rather than concentrating their spending in one destination. With the national broadcast planned for 2027, the region has an opportunity to strengthen destination awareness, build travel interest and promote longer road trips that benefit multiple local economies.

Murray River Tourism Takes Centre Stage as National Television Production Wraps Up

The filming of Great Aussie Road Trips marks a significant promotional opportunity for the Murray River region. During the October production visit, the programme explored the area’s natural landscapes, tourism attractions, local businesses and rural character, according to the supplied production information. The regional showcase moves beyond traditional sightseeing by presenting the Murray River as a destination where visitors can experience several different forms of tourism within one journey.

Its appeal includes waterfront holidays, heritage cruises, country hospitality, agricultural produce, outdoor adventures and cultural attractions. The Murray River already has an established tourism identity built around its waterways, river red gum forests, historic settlements and diverse recreational experiences. Official destination promotion features houseboat holidays, paddlesteamer journeys, riverside towns, nature experiences and regional dining.

The planned television programme could introduce these attractions to viewers who are unfamiliar with the region or who normally choose more established coastal holiday destinations. Unlike a conventional advertising campaign, a travel programme can present several destinations through a connected journey. For regional tourism operators, this approach creates an opportunity to show how individual experiences fit into a wider holiday itinerary. The episode’s intended national broadcast in 2027 provides a promotional milestone, although its exact transmission date and audience reach have not been confirmed.

Three Councils Across New South Wales and Victoria Strengthen Their Tourism Partnership

One of the most important aspects of the initiative is the involvement of three neighbouring council areas spanning two Australian states. Federation Council and Berrigan Shire sit in New South Wales, while Moira Shire lies across the border in Victoria. Together, these destinations offer a network of riverfront communities, rural attractions and established visitor experiences.

Regional tourism areas covered by the filming brief

The initiative builds on destination identities associated with North of the Murray and Sun Country on the Murray, which promote experiences across the interconnected river communities. Although visitors can travel between these states on ordinary road journeys, tourism marketing and local government responsibilities often follow separate administrative boundaries. A coordinated regional campaign can help address this fragmentation by presenting the visitor experience as one journey rather than three competing destinations. This approach also creates opportunities for tourism businesses to recommend attractions in neighbouring communities and develop combined visitor itineraries.

Lake Mulwala, Paddle Steamer Cruises and Waterfront Dining Showcase the Region’s Attractions

Lake Mulwala and its surrounding communities form an important part of the Murray River’s established visitor offering. The lake supports waterskiing, wakeboarding, recreational fishing, boating and waterfront dining. These activities attract visitors seeking outdoor holidays and short regional breaks.

Among the attractions identified in the filming information is the Mulwala Water Ski Club foreshore, which represents the area’s connection with waterside recreation and hospitality. The PS Cumberoona provides another distinctive experience. The heritage paddle steamer operates scenic cruises on Lake Mulwala, allowing visitors to experience the landscape from the water while discovering the area’s river transport heritage. Regional destination promotion also highlights Squires Winery, located on the Ovens River at Esmond in Victoria, as part of the wider Yarrawonga–Mulwala food and wine offering.

Berrigan Shire Brings First Nations Heritage and Historic Towns Into Focus

Berrigan Shire adds a strong cultural dimension to the regional tourism campaign through its historic townships and distinctive visitor attractions. Barooga is home to Bullanginya Dreaming, an immersive night-time experience beside Bullanginya Lagoon.

The attraction connects Bangerang First Nations heritage with modern light installations and storytelling, allowing visitors to explore the area’s cultural history through an after-dark walking experience. Official regional tourism information identifies a 1.8-kilometre trail with 12 separate activations, combining cultural interpretation with the surrounding natural environment.

This attraction is particularly relevant to the region’s tourism development because it offers an experience beyond conventional daytime recreation. Night-time attractions can encourage visitors to remain in a destination into the evening, creating additional opportunities for restaurants, accommodation operators and other hospitality businesses. Tocumwal, another important Berrigan Shire destination, contributes historic character and local hospitality to the broader touring experience.

Moira Shire Highlights Cactus Country, Heritage Homesteads and Nature-Based Adventures

Across the Victorian border, Moira Shire contributes an extensive collection of nature, heritage and agricultural tourism experiences. Cactus Country in Strathmerton is among the region’s most recognisable attractions. The 12-acre garden features thousands of cacti and succulents, providing an unusual landscape experience within rural Victoria.

The attraction offers a contrast to the Murray River’s familiar waterside scenery and broadens the appeal of the destination for visitors interested in gardens, photography and distinctive outdoor environments. Byramine Homestead, near Burramine, introduces another element of the region’s history. Dating from 1842, the historic property connects visitors with the area’s nineteenth-century settlement heritage and regional hospitality.

Official Murray River tourism promotion features both attractions within the Cobram–Barooga touring area. The filming brief also identifies Cobram Adventure Co. as an example of the region’s outdoor tourism offering, particularly activities associated with the Murray River and its surrounding natural environment. Cobram’s riverside setting provides access to kayaking, walking, cycling, birdwatching and nature exploration. These activities help position the region as a destination for travellers who value outdoor experiences alongside local food, historic attractions and relaxed country holidays.

Australia’s Latest Tourism Figures Highlight the Economic Value of Domestic Travel

The Murray River television initiative comes at a time when domestic tourism remains an important contributor to Australia’s visitor economy. According to Tourism Research Australia’s latest available quarterly domestic tourism results, Australian residents made 27.1 million overnight trips during the June quarter of 2026.

Those journeys generated A$25.7 billion in overnight visitor expenditure, representing a 2 per cent increase compared with the corresponding quarter in 2025. Although overnight trip numbers declined by 2 per cent, domestic visitor spending continued to grow.

Australia’s domestic tourism performance, June quarter 2026

Overnight trips

27.1m

Down 2% year on year

Overnight expenditure

A$25.7bn

Up 2% year on year

Domestic day trips

74.2m

Up 8% year on year

Day-trip expenditure

A$13.8bn

Up 23% year on year

Source: Tourism Research Australia, Domestic Tourism Statistics, June quarter 2026.

Spending patterns also underline the importance of businesses serving travelling households. During the quarter, Australians spent A$7.3 billion on accommodation, A$3.8 billion on takeaway and restaurant meals and A$2.7 billion on petrol during domestic overnight trips. These figures describe national tourism activity, not expenditure within the Murray River region.

Caravan Holidays and Road Trips Offer Important Opportunities for Murray River Businesses

The Murray River’s touring routes, holiday parks, riverside camping areas and outdoor attractions make it relevant to Australia’s caravan and camping market. Official figures from Tourism Research Australia show that Australians took 17.3 million caravan and camping overnight trips in the year ending December 2025. These trips generated A$12.6 billion in expenditure, while travellers spent 57.9 million nights away from home.

Importantly, 87 per cent of those nights were spent in regional Australia. Of the A$10.3 billion spent while travelling, A$8.6 billion was spent in regional areas. This demonstrates the economic significance of caravan and camping tourism for towns outside Australia’s major cities. For the Murray River corridor, the opportunity extends beyond holiday parks and camping grounds. Visitors travelling by road can also support supermarkets, fuel stations, local cafes, attractions, restaurants and independent retailers. A television feature showing how different communities connect along the river could help viewers consider longer touring itineraries rather than a single overnight stop.

Local Tourism Businesses Could Benefit From Greater National Destination Awareness

The regional filming project places local businesses at the centre of the tourism story. The production’s emphasis on farm-gate produce, hospitality, heritage attractions and outdoor experiences reflects the diversity of enterprises supporting the Murray River visitor economy. Federation Council’s mayoral leadership has acknowledged the contribution of communities and operators who welcomed the production and helped present the region’s visitor experiences.

A restaurant featured as part of a regional itinerary may reach potential customers who had not previously considered visiting the town. A heritage attraction may gain interest from travellers seeking cultural experiences, while outdoor activity providers could appeal to families planning future holidays. Cross-border itineraries could also distribute visitor spending across several communities. The commercial benefits, however, will depend on whether programme exposure translates into travel enquiries, bookings and actual visitation.

Murray River’s 2027 Television Feature Could Support More Year-Round Regional Travel

The forthcoming television programme offers the three council areas an opportunity to present the Murray River as more than a seasonal water recreation destination. Summer remains important for boating, swimming and waterfront holidays. However, cultural attractions, local food experiences, historic buildings, gardens and walking trails provide reasons to visit at other times of year.

The combination of Lake Mulwala, Bullanginya Dreaming, Cactus Country, historic homesteads and regional hospitality demonstrates the variety available within the wider touring area. The initiative also supports a destination marketing approach that connects attractions through shared visitor journeys rather than promoting isolated locations.

As the 2027 broadcast approaches, the region’s tourism opportunity will depend on how effectively national exposure can be converted into visitor interest, longer stays and local business activity. For Federation Council, Berrigan Shire and Moira Shire, the completed filming marks a step towards broader recognition of their shared Murray River tourism identity. The programme could help more Australians discover the region’s natural landscapes, historic communities, First Nations heritage and distinctive rural experiences while creating new opportunities for the visitor economy on both sides of the state border.