Locals are being encouraged to get out, explore their own backyard and support the region's tourism businesses as part of the new Rediscover Mildura campaign.
Set to launch through mildura.com, the campaign will encourage Mildura residents, visiting friends and relatives, and people from surrounding communities to rediscover the attractions, experiences, food, culture and natural landscapes available across the region.
Councillor for Events and Tourism Rebecca Crossling said the campaign was about giving locals another reason to explore the region while supporting tourism and hospitality businesses during a traditionally quieter period.
"Sometimes the best experiences are closer to home than we realise," Cr Crossling said.
"Rediscover Mildura is an invitation to get out and enjoy our region again. Visit somewhere you haven't been for a while, try a local restaurant or café, explore one of our attractions, or take visiting friends and family somewhere that makes our region special.
"Every local visit helps support the businesses and people behind our visitor economy, particularly during the quieter months."
The campaign will feature television, radio and digital advertising, alongside a collectable magnet initiative encouraging people to visit participating locations and explore more of the region.
Cr Crossling said locals also played an important role in helping visitors experience more of the region when friends and family came to stay.
"Visiting friends and relatives are a particularly important part of Mildura's visitor economy, accounting for around 43 per cent of overnight trips in 2025, or approximately 170,200 trips," she said.
"That highlights the role locals can play. When friends and family come to Mildura, we have an opportunity to show them around, introduce them to local businesses and give them another reason to explore the region.
"Tourism isn't only about attracting people from interstate or overseas. Locals, visiting friends and relatives, and people making a day trip from surrounding communities all contribute to our visitor economy."
Resident spending across the Mildura region also increased 1.4 per cent in the June 2026 quarter compared with the same period the previous year.
"There is a huge variety of experiences on our doorstep, from food and wine and local history to arts, culture, family attractions and our unique natural landscapes," Cr Crossling said.
"Rediscover Mildura is about getting out, trying something different and supporting the local businesses that make our region a great place to live and visit."
Ready to rediscover Mildura? Visit mildura.com/rediscover-mildura to find local experiences, attractions, places to eat and drink, and what's on across the region.
