Australia's Great River Journey
An Opportunity to Acquire One of Australia's Largest Independent Tourism Brands
Murray River Website and Discover Murray Assets – For Sale
A rare opportunity to acquire an established tourism platform spanning Australia’s greatest river, with extensive intellectual property, digital assets and more than two decades of brand development.
For more than nearly three decades, since 1998, Discover Murray River had built one of Australia’s most comprehensive independent award-winning tourism platforms dedicated to the whole Murray River. The go to website for the Murray! (see on Wayback Machine) or (a new concept).
Spanning three states of New South Wales, Victoria and South Australia, it has become a trusted source of travel inspiration, regional storytelling and destination marketing along side Australia’s main food bowl.
Now, this unique collection of digital assets, intellectual property and creative content is available for acquisition. The Murray River website has shut down and it is for sale.
Whether you are a tourism organisation, STO, media company, destination marketing agency, OTA or private investor, this is an opportunity to acquire an established brand with significant growth potential or new directions. This is a very unique set of assets.
The Opportunity Includes:
✓ Premium Murray River domain portfolio
✓ Established tourism website
✓ Thousands of professional photographs
✓ Books and eBooks
✓ Tourism maps
✓ Travel guides
✓ Editorial content
✓ Intellectual property
✓ Brand assets
✓ Publishing rights
✓ Historical archives
✓ Future development opportunities
One River, Many Lands
The Murray River is unlike any other destination in Australia. Flowing for more than 2,520 kilometres, it threads its way through five distinct landscapes, each with its own character, communities and stories.
From the snow-fed headwaters of the Australian Alps to the wide estuary where the river meets the Southern Ocean, every stretch offers a different experience, creating an ever-changing journey that rewards slow travel and discovery.
Towering river red gums, rugged limestone cliffs, expansive floodplains, ancient wetlands, rich agricultural districts and vast semi-arid landscapes shape the river’s identity. Historic ports, Aboriginal cultural sites, wineries, paddlesteamers, houseboats, national parks and welcoming country towns sit alongside one another, connected by a river that has sustained life, trade and culture for thousands of years.
Unlike a single destination, the Murray River is a collection of thousands of experiences woven into one continuous story. It is a place where travellers can spend a weekend or a month and never experience the same river twice.
Domains included:
murrayriver.com
murrayriver.com.au
murrayriver.net.au
murrayriver.co
murrayriver.info
murrayriver.net
rivermurray.com
rivermurray.com.au
rivermurray.au
rivermurray.info
rivermurray.net
discovermurray.com.au
discovermurray.au
discovermurrayriver.com.au
murrayrivercruises.com
murrayrivercruises.au
murrayrivertours.com
murrayrivertours.com.au
murrayrivertravel.com
murrayrivertravel.com.au
murrayrivertrail.com
murrayrivertrail.com.au
murrayriveradventuretrail.com
murrayriveradventuretrail.com.au
houseboats.net.au
murraydarlingbasin.com.au
murraydarlingbasin.com
darlingriver.com.au
“Adventure and authentic experiences have always been at the heart of the Discover Murray River vision. More than a destination guide, it was created to unite the river as one continuous travel experience, connecting hundreds of communities, landscapes and attractions into a compelling journey. It celebrates the people, places and outdoor lifestyle that make the Murray River one of Australia’s most remarkably under-developed tourism regions.
Every community has its own story, woven into a river that has shaped our nation’s history, culture and prosperity for thousands of years. The vision was to build a lasting tourism brand that encourages travellers to explore beyond a single destination – to experience a five or seven-day journey along the river, discovering its ever-changing landscapes, regional towns, food, wine, nature and adventure.
Approximately 7.3 million visitors each year travel within the recognised Murray River tourism regions across New South Wales, Victoria and South Australia. With a visitor economy exceeding $3 billion annually – comparable to Tasmania’s tourism economy – the Murray River remains one of Australia’s largest yet least unified tourism opportunities. Discover Murray River provides the foundation for a truly national tourism brand, with significant potential for future growth or a company that can leverage a whole of river experience through travel.
Offered as a complete package this is a unique opportunity to acquire an established tourism platform, extensive, unmatched intellectual property and a vision capable of shaping Australia’s next great travel brand.”
Thanks, Shane Strudwick
The Murray River: A Tourism Economy of National Significance
Collectively, the Murray River generates an estimated visitor economy exceeding $3 billion annually, attracting millions of visitors who come for houseboating, food and wine, paddlesteamers, camping, fishing, nature, history, Indigenous culture, golf, cycling and regional events. It supports thousands of tourism businesses and tens of thousands of jobs across hundreds of river communities.
To put this into perspective, the Murray River’s visitor economy is comparable in scale to the entire tourism economy of Tasmania – one of Australia’s most recognised tourism brands. Yet unlike Tasmania, the Murray River has never been unified by tourism organisations through an independent digital platform bringing together the breadth of experiences, destinations and stories across all three states as one journey.
Discover Murray River was created to fill that gap. Originally as the Murray River website it evolved.
Over many years it has evolved into a substantial collection of tourism content, photography, maps, books, digital publications, domains and intellectual property, creating a foundation that would take significant time and investment to reproduce today.
For tourism operators, destination marketing organisations, media companies or investors, this represents a very rare opportunity to acquire these unique assets in one bundle. Along with an established brand positioned within one of Australia’s largest and most enduring regional visitor economies.
As demand continues to grow for authentic regional experiences, road trips and nature-based tourism, the Murray River remains one of Australia’s strongest long-term tourism destinations and growing frontier.
There are no published figures that break down the entire Murray River’s $3+ billion visitor economy into individual sectors. However, using Tourism Research Australia tourism consumption patterns, Murray Regional Tourism visitor data and regional tourism satellite accounts, these are considered realistic estimates.
If we assume a $3.2 billion annual visitor economy, the breakdown would look something like this:
| Tourism Sector | Estimated Annual Value |
|---|---|
| Accommodation | $700–800 million |
| Food, beverage & hospitality | $600–700 million |
| Retail & shopping | $350–450 million |
| Fuel & transport | $300–400 million |
| Attractions & experiences | $250–350 million |
| Houseboats & boating | $180–250 million |
| Tours & cruises | $120–180 million |
| Caravan parks & camping | $120–180 million |
| Events & festivals | $80–150 million |
| Recreation (fishing, golf, cycling, kayaking, etc.) | $80–150 million |
The Opportunity at a Glance
- 2,520km of river
- 3 States
- 7.3 million visitors annually
- $3+ billion visitor economy
- Hundreds of towns
- Thousands of tourism businesses
- Established 20+ year brand development
More Than a Website
Discover Murray River is not simply a tourism website.
It is a complete tourism ecosystem developed over more than 20 years to inspire economic development and travel along one of Australia’s greatest natural and cultural assets.
The sale includes an extensive portfolio of digital assets, photography, publishing, mapping, intellectual property and premium domain names that would take decades to recreate.
Expressions of Interest
This is a rare opportunity to acquire an established tourism brand or significant digital assets and extensive intellectual property for a regional with an economy bigger than Tasmania.
To receive the Information Memorandum or discuss the opportunity confidentially, complete the enquiry form below. Items may be separated depending on the offer.
Make an Offer
Interested parties are invited to submit an expression of interest or indicative offer. Enquire today to receive the Prospectus. Once sold it will be gone.
Contact
Shane Strudwick
Managing Director, Discover Murray
