Mudgee Region Tourism rethinks destination marketing with Australia’s first ‘Rest Rebate’ via PR, content, social, experience agency We Scout

Mudgee Region Tourism, in partnership with PR, content, social and experience agency We Scout, has unveiled its winter destination campaign: an Australian-first initiative that rethinks one of tourism’s most established promotional mechanics. Rather than asking Australians to simply “take a break”, the Rest Rebate rewards visitors for changing the way they travel.

Developed around behavioural science principles, the campaign offers travellers a complimentary third night when they book a Friday and Saturday stay at participating accommodation providers across the Mudgee Region. The premise is simple: if meaningful rest takes longer than a standard weekend, destination marketing should encourage behaviour that reflects that.

The campaign follows nationally representative research conducted in June 2026 showing 64 per cent of Australians return from holidays feeling more tired than when they left, with findings suggesting the traditional two-night getaway often falls short of delivering genuine recovery.

For Mudgee Region Tourism Chief Marketing Officer Beau Kassas, the campaign represents a shift away from traditional destination marketing and towards marketing that changes behaviour.

Says Kassas: “Tourism marketing has traditionally focused on convincing people to take a break. We wanted to challenge the way Australians take breaks in the first place.

“The Rest Rebate creates value for travellers and operators at the same time. If people stay longer, they experience more of the region, local businesses benefit, and visitors leave genuinely feeling restored. That’s a far more meaningful outcome than simply driving another booking.”

The Rest Rebate is available until August through 12 participating accommodation providers across Mudgee, Gulgong, Kandos and Rylstone.

The campaign will roll out across PR, digital, radio and television, ensuring the Rest Rebate message reaches travellers at every stage of their holiday planning.

Feel like a visit to recharge the creative juices? www.visitmudgeeregion.com.au/restrebate

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