However, increasing events throughout the cooler months has been identified as an area that needs improvement.

The eight-week 'Go With The Flow' joint campaign by Destination NSW and Destination Riverina Murray found 15 per cent of people exposed to the marketing activity decided to visit the region.

"The GWTF campaign launched in February this year and was designed to raise the Riverina into key markets like Sydney, Melbourne and Canberra," said Destination Riverina Murray general manager Richie Robinson.

"We've had about 120,000 visits to the website and about 35,000 of those were leads into businesses."

Mr Robinson said local businesses that showcase, celebrate and share the region's produce are proving successful with visitors.

"Businesses like the brewery, the Bidgee Strawberries and Cream or Food I Am are really stepping it up from an ... agri-tourism perspective as they're sort of paddock to plate style businesses," he said.

"Gears and Beers is a huge visitor event and the majority of people that participate are from out of town and are coming to stay for two to three days."

Phase two of the campaign will be commencing to ensure the momentum continues and a long term tourism benefits for the region can be achieved.

"Lost Lanes has started to flatten our calendar across the year to make sure that we've got some event offerings in the cooler months and we definitely need to see more of that," Mr Robinson said.