The Murray region has found itself in the spotlight, thanks to an inter-council tourism campaign aimed at drawing visitors and boosting local economies.

Brought about through a collaboration by the Moira Shire, Berrigan Shire and Federation Shire councils is the ‘Moments That Mean Everything’ campaign, which kicked off on Monday, July 14.

The nine-week campaign encourages tourists to visit the Sun Country on the Murray and north of the river during the cooler months, ensuring they can experience everything the regions have to offer.

Moira Shire Council Chair Administrator Graeme Emonson said the campaign was all about highlighting the small, special moments that made a getaway truly memorable.

“This is an invitation for people to slow down, reconnect and enjoy the charm of the region in winter,” he said.

“Whether it’s a stroll by the river, a cosy fireside meal or discovering a local hidden gem, there are so many ways to experience the Murray.”

The campaign focuses on three key themes that continue to influence travel decisions: nostalgia, nature and discovery, and is backed by insights into what visitors seek in a regional break.

Berrigan Shire Mayor Julia Cornwell McKean said the collaboration across councils made the campaign stronger.

“We’re excited to join our neighbouring councils in launching this campaign, which celebrates the unique charm of our region and encourages visitors to discover the simple, joyful moments that make holidays memorable.”

The campaign has been made possible through flood recovery funding, jointly funded by the Australian and Victorian governments, and is part of the continued efforts to support the region’s tourism industry and local economy.

To find out more and start planning a winter getaway, visit suncountryonthemurray.com.au

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Tuesday, 31st March 2026

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