Country town's bold attempt to bag a new public holiday for all of NSW
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In a promotional push for public holiday parity, Mudgee Region Tourism this week launched a campaign calling for a new day off dubbed 'Mudgee Monday', designed to promote regional travel while tackling burnout and mental fatigue.
The proposed holiday comes off the back of fresh research showing 72 per cent of Australians want more public holidays, and over half say a long weekend could reduce their stress.
"This is more than a tourism campaign," Beau Kassas, Chief Marketing Officer of Mudgee Region Tourism, said.
"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."
The call for a 'Mudgee Monday' holiday comes at a pivotal moment for the region's tourism industry, which is undergoing its biggest transformation in years.
Mudgee Region Tourism has officially transitioned into the new Destination Experience Department, a council-led initiative that brings tourism and visitor services directly under the Mid-Western Regional Council's umbrella.
"This structure hasn't been seen in local government before," Council General Manager Brad Cam said in May.
The crux of the campaign hinges on NSW having fewer public holidays than its counterparts. Victoria, Queensland and South Australia enjoy up to 13 public holidays each year, just 11 days are offered in NSW and WA, and 10 in Tasmania. Kassas said a 'Mudgee Monday' could be the cure to what ails us.
"It's time for a rethink. 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," he said.
Taking part in the tourism campaign is Psychologist Dr Anastasia Hronis, who is backing the idea, saying the benefits of regional travel shouldn't be underestimated.
Bec Quilty, Beau Kassas, Brad Cam and Leianne Murphy. Picture supplied
"It's remarkable how travel, especially to regional locations, can provide a powerful emotional and psychological reset," Dr Hronis said.
"We need a policy that reflects this growing need."
However unlikely it is that the Premier will ultimately gift the entire state a new public holiday, Kassas said wellness travel is on the rise.
"Almost half of Australians have taken personal or sick leave just to get away for a short break - and it's Gen Z and Millennials leading the charge," he said.
Support for the campaign is strongest among those groups, with 92 per cent of gen z and 88 per cent of millennials backing the idea of more public holidays.
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