Mudgee Region Tourism campaign calls for new ‘Mudgee Monday’ public holiday via We Scout

Fuelled by new research, Mudgee Region Tourism has launched a bold new campaign, developed by We Scout, proposing an additional public holiday “Mudgee Monday”.

 

The new campaign aims to address the imbalance in the national public holiday tally, whilst promoting regional travel as a tool to support mental health and wellbeing.

The initiative follows new nationwide research revealing:
●      72% of Australians support the introduction of more public holidays
●      57% believe an extra-long weekend would help reduce burnout and stress
●      55% prefer regional and small-town destinations over crowded cities for their next break

With NSW and WA receiving only 11 public holidays a year and TAS having the fewest at 10, compared to up to 13 in other states like VIC, QLD AND SA, Mudgee Region Tourism is calling on Premier Chris Minns to lead the charge for public holiday parity and hero “Mudgee Monday” as the quintessential antidote to big city burnout.

“This is more than a tourism campaign. Australians are crying out for more balance and better mental health outcomes, so we’re calling on the Premier of NSW Chris Minns, to even the stakes and give us a break,” says Beau Kassas, Chief Marketing Officer of Mudgee Region Tourism.

Key travel trade insights:
●      Wellness travel is on the rise: Almost half of Australians (47%) have taken personal or sick leave for a short break, with Gen Z (65%) and Millennials (59%) leading the trend
●      Big is out. Small is in: More than half of Australians (55%) say they prefer smaller regions over big cities for their next trip, with natural beauty (60%), a slower pace (48%), and fewer crowds (43%) are top motivators for choosing regional getaways
●      Generational momentum: Support for the public holiday push is strongest among Gen Z (92%) and Millennials (88%), key growth demographics for the visitor economy

What’s more, renowned clinical psychologist Dr Anastasia Hronis is also lending her voice to the campaign, advocating for policy that puts mental health and wellbeing at the forefront of legislative discussions: “It’s remarkable how travel, especially to regional locations, can provide a powerful emotional and psychological reset. We need a policy that reflects this growing need.”

The research from the campaign shows a clear shift in how Australians are choosing to holiday, and it’s good news for smaller towns. A growing “anti-big” movement is seeing more people reject crowded big cities in favour of slower, more authentic experiences in smaller, regional destinations like Mudgee Region.

“Towns like Mudgee, Gulgong, Kandos and Rylstone remind people of how travel should be – slow, unhurried and deeply personal. We want to encourage visitors to stop rushing, and consider the true benefits of creating their own long-weekend anytime by simply taking a Mudgee Monday,” Kassas concludes.

Mudgee Region Tourism is encouraging travel industry stakeholders and tourism organisations to support the campaign by signing the official petition and immersing in the national conversation. The proposed public holiday will not only support local economies but also create a new opportunity to prioritise rest, mental health and regional exploration.

Sign and support the petition: www.visitmudgeeregion.com.au

 

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