A community plan that was launched seven years ago has chalked up a number of milestones and will continue to bring economic benefits to the region. In a three-part series, we report on the projects that have been delivered and what the future holds.

Upper Murray Incorporated (UMI) is a not-for-profit organisation that was launched in November 2016 to deliver the Upper Murray 2030 Vision Plan for the Upper Murray community.

When realised completely, it will deliver game changing benefits to the regional economy and to the economic, social and emotional wellbeing of residents.

UMI is a volunteer organisation overseen by a committee of local residents and advocates for the region – Ed Barry, Ian Cesa, Jo MacKinnon, Jeff Sheather, Kay Whitehead Sarah Whiteley and Sara Jenkins – and managed by Kaye Nankervis.

“While UMI’s work is considered strategic, the passion and commitment to the region and the community is personal,” said UMI chair, Ian Cesa.

It was identified that the Upper Murray economy – dominated by beef and dairy industries – lacked diversity which directly impacted on the region’s resilience and limited its potential.

At the same time, it was recognised that its natural features have much more to offer.

The Upper Murray 2030 Vision Plan, was a community-led initiative to document what it wanted the region to look like in the year 2030. UMI was set up to deliver on this vision.

In order to get there, the community identifies and implements the projects that will bring the vision to fruition.

The initial plan had a few specific projects designed to “kick start” the initiative.

Launched in October 2019, the Great River Road project was born from the idea that the Murray River Road from above Lake Hume through to Khancoban in NSW had the potential to be an iconic touring route like the Great Ocean Road.

Stage 1 of the project includes five stunning and interactive sculptures; signage; and facilities including lookouts, barbecue areas, boat ramps, camping spots and gateway features.

The route provides a number of economic benefits including increased visitation, dispersal of visitors and visitor expenditure through the region, increased length of stay by visitors and stimulation of investment opportunities for other tourism facilities to leverage on (e.g. farm gate sales). The road passes through a number of towns which also benefit from additional visitation.

Stage 2 involves the delivery of eight key projects with most identified by the Shire’s Community Recovery Committees to assist in the ongoing recovery process including additional wayside stops, walking trails and a marketing campaign.

Related projects, managed by Towong Shire, are still underway to improve this touring experience including Tintaldra gateway treatments along the Great River Road and the main street and road intersection.

UMI also developed the Upper Murray brand, reflecting a pristine environment, ‘real’ Australian experience and quality agricultural products.

The official brand makes it easier to market with a recognisable logo (pictured) now used by public bodies such as Towong Shire and Tourism North East. The brand is also available for local businesses, community groups and associations, producers and event managers to promote the region and enhance the Upper Murray’s reputation.

In association with the new brand, in 2018 UMI partnered with Marketing Upper Murray to produce the Upper Murray Business and Visitors Guide.

UMI board members, Jo Mackinnon and Sarah Whiteley, volunteered to re-imagine a guide that would inspire tourists to visit the region.

“We wanted to highlight the Upper Murray’s best assets which is its wild natural beauty, our fantastic country pubs and of course the spectacular Great River Road,” Jo said.

“It was really important to us for the guide to look Community plan has been bearing fruit exceptional so we engaged Kindred Design from Albury to create a great concept that would really stand out when competing against other travel guides in the stands,” Sarah added.

The guide includes many images that were captured by local photographers who know how to convey the magic of the Upper Murray.

UMI is a strong advocate for promoting local business and inside the Upper Murray guide is also a list of local services and products that travellers can access while visiting.

The 2019 guide was in distribution for two years and the production of the 2021 issue was delayed due to the pandemic.

Marketing Upper Murray in conjunction with Towong Shire, has recently completed the 2023 Guide and it is being distributed both locally and regionally.

Copies are available at the Corryong Visitor Information Centre.

This article appeared in the Corryong Courier, 7 September 2023.