Innovation Opportunity
A Connected Upper Murray Tourism Ecosystem
Recognising the extensive efforts to date in the region and community to develop and position its tourism sector to thrive, the innovation opportunity is building on the combination of proven success and community aspiration. Workshops with community and tourism stakeholders converged towards the idea of a sculpture trail that would build on the success of the Snowy Valleys Sculpture Trail, and be accessible through active leisure.
There is an extensive network of cycling trails and opportunity to draw visitors specifically to Corryong and Towong through featuring sculptures at local sites that could be connected via a cycling trail.
Sculpture by the Sea has demonstrated their willingness to support greater awareness and interest in sculpture in the district. The existing Trail provides a strong foundation on which to build innovative sculptural activity on the Victorian side of the border.
The opportunity moved into the stage 3 of the Smart Specialisation process in May 2025, with the Innovation Working Group working on investigating partnerships, funding options and opportunities for local capacity building.
Scroll down for more information on progress, including meeting minutes and next steps.
Stage 1 – Discover
Initial proposition
To create a more connected Upper Murray tourism ecosystem to grow visitation and better leverage the region’s unique wilderness, nature-based and outdoors tourism potential for regional benefit.
The potential for greater connection exists at multiple levels. Areas for consideration include:
- How to connect and leverage the Upper Murray’s positioning to neighbouring regional drawcards such as Mt Kosciusko, Thredbo ski field, Snowy Valleys Way and its Sculpture Trail.
- A coherent connection between locations or activities within the region to improve the visitor experience and logistics. This includes:
- Physical connection, such as improved transport means between the High Country Rail Trail end at Shelley and Corryong; and
- Connection between visitor economy product/s.
This proposition recognises the extensive efforts to date in the region and community to develop and position its tourism sector to thrive, as well as initiatives in the pipeline such as adventure tourism infrastructure. By developing creative ways to better connect and build on what the region already has to encourage higher visitation rates, the confidence and viability to develop commercial opportunities associated with the sector will grow – from accommodation to bespoke experiences.
Key assets
- Horse-riding, hiking, cycling and walking trails, including Town Trails.
- Extensive wilderness areas, waterways, multiple national and state parks, and varied landscapes that support various adventure activities.
- Organised advocacy and brand development for the region.
- Strong outdoors culture, including equine and related events.
- Existing Great River Road with sculptures at lookouts along the road.
- Existing Snowy Valleys Sculpture Trail, with a key target market and Support from Sculpture by the Sea.
Strategic competitive advantage
- Extensive parks and conservation area and waterways.
- Remoteness and low population density are attractive to segment of the tourist market.
- A premier spot for aerial sports (paragliding and hang-gliding) in Australia.
Key Challenges
- Development and sustainability capability of projects over time.
- Lack of public transport and connection to and within the region.
- Market proximity, awareness of the unique wilderness and outdoors opportunities.
- Way finding and navigation information not easily available for visitors – e.g hiking trails.
- Limited range and quantity of accommodation and eating offerings.
- Small businesses – quite ‘unstructured’ tissue and no organised marketing offer.
- No local aerial sports club or resource base to support this sector’s development.
- Essentially a summer destination; no ski season benefits.
- Cross-border region – meaning different governance, laws and public funds.
Stage 2 – Define
Entrepeneurial Discover Workshop (Tuesday 21st May 2024, 2PM)
The aim of this workshop was to define the asset further, and link potential opportunities that will create social and economic benefit within the community. The group agreed that there was huge tourism scope, but the small business environment is not there to support it at the moment. Whilst supporting the entrepreneurial capacity there is an opportunity for a working group to also consider developing a clear tourism project based around the ideas formulated in the Tourism Innovation Area.
Workshop date: Tuesday 24th September 2024, 2PM
The aim of this workshop was to shortlist potential opportunities that will create social and economic benefit within the community. A range of opportunities were discussed and three are to be re-evaluated.
Summary opportunity 1: Building Vibrant Sculpture
Workshop date: Tuesday 4th February 2025, 5.30PM
The workshop attendees went through all past work and identified a new innovation opportunity that builds on previous discussions and data. This opportunity was endorsed by the Project Control Group to move to the stage 3 of the Smart Specialisation process – ‘Develop’ through an Innovation Working Group (IWG).
Opportunity summary: Building an inclusive and vibrant sculpture trail that enhances other visitor trails
Stage 3 – Develop
Innovation Working Group (IWG) meetings to test and trial project(s) in their value propositions for competitive advantage.
Workshop date: Tuesday 13th May 2025, 5.30PM
The Group endorsed the opportunity and agreed to move forward with two separate projects, but keeping each of them aligned with a joint vision that is essential to the success of both applications, as each component strengthens the other one.
Two steering groups were formed to progress the funding applications and future developments.
