This was published 1 year ago
Mudgee named Australia's top tourist town for second year in a row
By Katherine Scott
Mudgee has held onto its crown for the second year running.
New South Wales' burgeoning food and wine hub of Mudgee has held onto its crown for Australia's top tourism town for a second year running, proving the first time was no fluke.
The NSW Central Tablelands town was awarded the title at Australia's Top Tourism Awards 2022 in a ceremony held in Canberra on Tuesday.
Mudgee Region Tourism acting chief executive Leianne Murphy put the big win down to the town's "community spirit".
Mudgee Region Tourism acting CEO Leianne Murphy (centre) pictured at the Australia’s Top Tourism Awards 2022, held in Canberra.Credit: Ben Calvert Photography
"We collaborate with over 350 local family-owned businesses and the collaborative approach that we have is absolutely a standout," Murphy told Traveller.
The tourism executive said the ambitious task that was set three years ago – to be the most loved destination in Australia – is paying off.
"To achieve this for the second year running is absolutely a huge accolade and showcases the last three or four years of work," said Murphy.
Blue Wren Farm in Eurunderee. Sophie Storey, who runs The Barn restaurant on the property, said the award is great for business.
The NSW wine region beat out regional favourites Bendigo in Victoria (silver), and Mandurah in Western Australia (bronze), with Australian Tourism Industry Council (ATIC) members describing the 2022 competition as fierce.
"With its amazing food and wine scene and passionate local operators, Mudgee really is an authentic country town experience not to be missed," said senior director NSW Tourism Industry Council Paula Martin.
Local operators are already celebrating. Sophie Storey, who runs Blue Wren Farm in Eurunderee with her husband Nick, said having Mudgee recognised for the second year in a row is great for business.
"This recognition reaffirms what an incredible tourism experience Mudgee has to offer and we are so proud to be a part of it," Storey said.
The couple recently launched an onsite restaurant, The Barn, along with a unique government-supported initiative that encourages local producers to exchange fresh produce grown at home for a meal or store credit.
Storey noted: "[The award] provides an incredible opportunity for us to showcase the food and wine from our region to a broader market."
Martin said collaboration and "thinking outside the square" were key to the success of town and tourism operators.
"Domestic tourism is definitely on the rise with many operators telling us that their forward bookings are at capacity as Australians seek out authentic and unique experiences," Martin adds. "Spending time in our regional towns is good for business and helps to build the diversity of tourism experiences across the State."
The prestigious award announcement comes during one of the town's major annual events, Mudgee Wine and Food Month (September 2 - October 3, 2022), which sees local wine and food producers from Mudgee and surrounds host events each weekend.
Accommodation demand in the region has soared on the back of such events, Murphy says, with travellers increasingly booking further in advance and staying longer.
And visitors are no longer just staying on weekends, according to Murphy.
"Visitors now love coming midweek. Because of workplace flexibility we're now finding Mondays are one of the busiest days in the region," said Murphy.
Other award categories at the tourism showcase focused on "tiny" and "small" Australian towns with big tourism prospects.
Strahan, a historic harbour-side village on Tasmania's east coast, topped the Tiny Tourism Town category, while WA Coral Coast hotspot Exmouth, known as the gateway to the famous Ningaloo Marine Park, nabbed the gong for best Small Tourism Town.
Australian Tourism Industry Council (ATIC) chair, Evan Hall, said the awards aim to celebrate the diversity and outstanding regional destinations from all over the country.
"The awards form part of the new Quality Tourism Framework which combines multiple tourism accreditation, business development and awards programs into a single, user-friendly online tool to develop tourism businesses of all sizes all over Australia to grow their market," said Hall.
Phillipa Harrison, managing director of Tourism Australia, said these tourism towns are the front line of great visitor experiences, doing their part to make Australia more desirable after a tough two years.
"Collaboration within, and across, these towns and communities is key to increasing visitation, dispersal and therefore recovery."
TOP TOURISM AWARDS 2022
TOP TOURISM TOWN
GOLD: Mudgee, NSW
SILVER: Bendigo, Victoria
BRONZE: Mandurah, Western Australia
SMALL TOURISM TOWN
GOLD: Exmouth, Western Australia
SILVER: Sheffield, Tasmania
BRONZE: Port Fairy, Victoria
TINY TOURISM TOWN
GOLD: Strahan, Tasmania
SILVER: Winton, Queensland
BRONZE: Mount Macedon, Victoria
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