The Destination NSW campaign, launched on June 29 this year, aims to entice more travellers off the major highways and experience some of the state’s rural and regional towns, including Wagga.

Destination Riverina Murray chairwoman Genevieve Fleming welcomed the campaign, saying it was an important initiative since most tourists came by car to Wagga and the Riverina.

“It’s a fantastic initiative and we welcome that strategy – it would really help people who are already driving through the region,” she said.

Ms Fleming said that the initiative was a foundation for future tourism growth.

“The Destination NSW website has more than 11 million visitors every year so we’re trying to tie into that.

“Some of the hero products around here have already been identified [in the roads trip campaign], such as the Wagga beach and botanic gardens.

“There’s an opportunity to build on that,” she said.

The roads trip campaign was launched by Minister for Tourism and Major Events Adam Marshall Member for Tamworth Kevin Anderson in Tamworth on June 29.

“While the state continues to attract visitors in record numbers, we’ve upped the ante with the new marketing program, which will provide an even bigger boost to rural and regional NSW economies,” Mr Marshall said

“Along with an aggressive marketing campaign, we’re designing an online interactive trip planner with curated itineraries and maps to allow more people to select a journey based on the kind of NSW experience they’re looking for.

Destination Riverina Murray is one of six in the NSW destination network that forms part of the campaign.

Meanwhile, Ms Fleming also said that Destination Riverina Murray has received funding from Wagga City Council and Mr Marshall for another campaign set for launch in autumn 2019.

The campaign will be aimed at the international market.

“We’ll be using the funds for content – specifically photography, videography and drone footage. As well as talent – from families to the caravan market to international talents,” Ms Fleming said.

More information will be released closer to the launch.