The first round of the River Revival Voucher program has made a significant impact on the economies of the Murray River, Lakes and Coorong, and Riverland regions, injecting an estimated $3.1 million into their visitor economies.
In addition to the economic boost, a survey conducted by the South Australian Tourism Commission (SATC) revealed that the voucher program has successfully increased awareness of the attractions and offerings of the Murray River.
The survey focused on individuals who redeemed a voucher in the first round and found that it provided an immediate economic boost to tourism businesses affected by the once-in-a-century flood last summer.
The second round of the River Revival Voucher program has already generated nearly $2 million in bookings value within the first week of the booking period. Plus, an exciting event called “River Lights” has been announced by Illuminate Adelaide, which will take place in Mannum next month.
“Mid Murray Council is excited by the opportunity, and proud to host Illuminate held in our region, especially this year where it will provide a much-needed boost to the community during recovery, counteracting the tourism downturn as a result of the extended and significant Murray River flooding,” Mid Murray Mayor Simone Bailey says.
This two-week pop-up event, held from 4 to 13 August, aims to showcase the riverfront and town centre, while also supporting the local flood recovery efforts.
With bookings pouring in for both regions, tourism operators are hopeful for a strong winter season. Over 2,200 bookings have already been made for round two of the voucher program, with houseboat companies particularly overwhelmed by the enthusiastic response from consumers.
“Houseboat operators have been pleasantly surprised as to the volume of enquiries they have received, most of which are converting to bookings,” Manager Business Support, Boating Industry Association SA, George Bolton says.
“There has been an even spread of enquiries for both the Riverland and Murraylands and operators are ready to welcome guests back onto the river right now, which is a fantastic way of bringing families together.”
To encourage further bookings, a second chance draw will be held on 27 July, where unused vouchers will be canceled and reissued to ballot entrants. This initiative aims to drive additional bookings and maximise the program’s impact.
The SATC conducted a survey of over 1,100 voucher users from the first round and found that each of the $50, $100, and $200 vouchers contributed significantly to additional spending along the river. For every $1 spent by the SATC on the vouchers, more than $5 was returned to the regions.
Notably, individuals who redeemed the popular $200 accommodation vouchers spent an average of an additional $746 during their time in the river regions, benefiting operators of tours, activities, food and beverage establishments, local produce suppliers, and entertainment venues.
The voucher program also successfully enticed visitors to stay longer in the Murray River regions. One-third of those who used a $50 experience voucher extended their stay by at least one night, providing much-needed support to flood-affected regions.
A remarkable 71% of voucher users admitted that they would not have embarked on their trips if it weren’t for the program, underscoring its effectiveness in driving visitation. Additionally, the survey revealed that 54% of voucher users were previously unaware of the operators they visited, indicating that the program has played a pivotal role in increasing awareness of the diverse tourism offerings available in the river regions.
As the River Revival Voucher program continues to thrive, it promises to support local businesses, boost the economies of the Murray River and surrounding areas, and raise awareness of the captivating attractions that await visitors in these scenic regions.
More News
