Newly appointed chief executive of Murray Regional Tourism Board Mark Francis said encouraging tourists to see the Murray River as a multi-stop holiday destination will be a high priority.
Mr Francis will oversee an area which covers both sides of the river from Mildura to Albury-Wodonga, a region incorporating 14 municipalities and two state governments.
The board, which came into existence 15 months ago and is based in Albury, also recently appointed a marketing manager, Janine Rolles, who has quickly established key relationships with stakeholders and operators across the region.
Mr Francis said there were challenges in developing a strategy that would be mutually beneficial for all the different regions, but there were more opportunities than challenges.
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