But we’re not alone, Mr Trowbridge said yesterday. Around Australia, regional tourism is in decline as Australians take advantage of the rising $AUD and cheap airfares to take an overseas holiday.

“The reasons are complex,” he said. “Many different factors influence people’s decision on where they holiday, but basically, Australians see overseas travel as more desirable, and domestic travel as less appealing.

“The holiday at home is not seen as a real holiday, it’s just something you do.

“The airlines have shaped this view, more than anything else. Point-to-point airfares and bargain flight-accommodation packages dominate how people choose their holidays.

“The exchange rate is working against us - the high Australian dollar works for outbound tourism, and against holidaying in Australia.”

Mildura Tourism has produced a five-year strategic plan, aimed at helping set a new direction for tourism in the region, marketing Sunraysia’s successfully, and enhancing the professionalism of people working in the industry.

Mr Trowbridge says tourism directly or indirectly provides employment for around 2100 people in Sunraysia, and all have a role in ensuring that people enjoy their experience.

“Mildura is going through tough times, but we have to show we believe we have a bright future,” Mr Trowbridge said.

For more of this story, purchase your copy of Thursday’s Sunraysia Daily 2/11/2009.