"Now's the time to love NSW" is the newest catch phrase from Destination NSW, timed to encourage tourism post-coronavirus restrictions and ahead of the June long weekend.
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It comes with a range of social media hashtags and advertising to tempt people out and about in the coming weeks.
It will also involve one-minute 'local stories' videos, starring tourism operators inviting travellers to visit, and Yarralaw Springs Wines owner Danny Hansen will be one of them.
Goulburn's Leider Theatre and Tallong's The Midge cafe will also be featured.
"They're coming to film it later this month and I'll have 60 seconds to talk about what I love about the region, about my business, and how the last few months have affected it," said Mr Hansen, who grows the grapes, makes the wine and acts as host to visitors to his boutique accommodation.
But with the easing of restrictions, the tourist ball is already rolling and Mr Hansen is expecting a busy few weeks ahead.
"We've had so many bookings in the last two weeks it's ridiculous!" he said.
Drought slowed the production of wine from his vineyard to more of a trickle, and then bushfire smoke damaged some of the grapes that did grow, but Mr Hansen took it all as a "learning experience".
"This year we'll only be making two wines - the Bushfire Red and the Bushfire White - and a proportion of the sales will got the RFS," he said.
"We usually rely on the markets for wine sales, so that's been a blow, but online sales have picked up."
Jessica Price, Goulburn Mulwaree Council's coordinator of marketing and events, said that Goulburn will also be included in the Destination NSW's digital campaign under the 'Culture: Historic Towns and Architecture' theme.
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"This is a hyper-targeted social media component of the campaign which is still in development," she said.
She said that local tourism operator details can be listed through Get Connected (an online product distribution system), and encouraged residents and businesses to get on board with the social media hashtag #loveNSW.
She is expecting some benefit to come from international travel being unavailable, and the ski fields re-opening.
"Goulburn is perfectly positioned to capitalise on traffic heading to and from the snowfields, and as we've been reassured that there will be an active snow season this year, we remain optimistic about capturing a good share of that traffic," said Ms Price.
"We will also be encouraging our local residents to get out and explore what's on offer in our own region so they can become better local ambassadors."
- Jessica Price
"We will also be encouraging our local residents to get out and explore what's on offer in our own region so they can become better local ambassadors for when they have visiting friends and relatives come to stay."
In terms of lost tourism revenue, Ms Price pointed to two cancelled events that have hit hardest.
"The main two event cancellations that have had a significant local economic impact have been the Australian Street Rod Federation (ASRF) Regional Nationals and the Goulburn Mulwaree Rotary Swap meet, resulting in hundreds of thousands of tourism dollars not being realised and spent locally as planned," she said.
But plenty of people will be working hard to get tourism back on track across the state.
According to the Minister for Tourism, Stuart Ayres, interest in NSW road trips has jumped, with a 125 per cent increase in page views on VisitNSW.com in the past week.
"The demand is there, now's the time to show our love for regional NSW," Mr Ayres said.
"The cumulative effect of drought, bushfires and COVID-19 has been devastating for tourism operators, so we're asking everyone who can take a holiday to hit the road or get planning as soon as possible."
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