A push by Riverina Regional Tourism (RRT) to split its coverage area into three separate destinations has been recommended as a method of driving future growth and development with a more focused approach.

The concept will see Hay shift to the neighbouring Outback NSW tourism region, which stretches from Lightning Ridge, Bourke and Brewarrina in the north to Wentworth on the Victorian border. 

But Hay Shire Council manager of tourism and economic development Jack Terblanche, said the move was made at council’s request and would see the town recognised on an international level.

Mr Terblanche said that when RRT undertook its consultation for the Destination Management Plan (DMP) the public and council agreed Hay’s product didn’t fit with the Riverina. “Outback is just a worldwide, recognisable brand,” Mr Terblanche said. 

“We’re not part of Riverina ... we requested out.”

A recommendation tabled at council’s June meeting resolved an application be made for membership of Inland Tourism and that the existing one with RRT not be renewed. 

In the report, Mr Terblanche cited numerous reasons for doing so including the Outback Tourism brand, which is supported by Inland NSW, being stronger than Riverina and that it would remain viable due to its funding model.

Hay is already included in part of the area under its state and federal electorates, Murray-Darling and Farrer respectively. 

The changes are detailed in RRT’s Riverina DMP which was announced on Wednesday. 

A key aspect of the long-term strategic document is the identification of the three areas, eastern, southern and western Riverina – each with their own Destination Management Organisation (DMO). 

RRT chairman Ken Murphy said the sheer size of the region meant it was often difficult to undertake many projects.

“By focusing on sub-regions we have more chance of higher outcomes,” Mr Murphy said. 

The recommendations are contained in the DMP, which was developed over six months and based on research including visitor market assessments, surveys and workshops.

To view the report visit: www.riverinatourism.com.au/industry-zone/resource-centre/tourism-reports-strategies.aspx