Mudgee promotes ‘Rest Rebate’ for travellers who stay longer

Mudgee Region Tourism is taking aim at the great Australian short break, arguing that two nights away often leaves travellers more tired than when they left.

The regional NSW destination has launched what it says is Australia’s first “Rest Rebate”, offering visitors a complimentary third night when they book a Friday and Saturday stay at participating accommodation providers across the region.

Developed with We Scout, the winter campaign is built around behavioural science and a simple premise: if meaningful rest takes longer than a standard weekend, destination marketing should encourage travellers to stay longer rather than simply travel more.

The campaign follows nationally representative research conducted in June 2026, which found 64% of Australians return from holidays feeling more tired than when they left.

For Mudgee Region Tourism chief marketing officer Beau Kassas, the campaign marks a shift from promoting more travel to changing how people travel.

“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,” Kassas said.

“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 across June, July and August through 12 participating accommodation providers across Mudgee, Gulgong, Kandos and Rylstone.

The campaign will run across PR, digital, radio and television.