Mudgee Region Tourism has launched what it is calling Australia’s first “Rest Rebate” – a campaign mechanic that offers travellers a complimentary third night when they book a Friday and Saturday stay at participating accommodation providers across the Mudgee Region.
Developed in partnership with creative agency We Scout and informed by behavioural science principles, the initiative is designed to shift traveller behaviour rather than simply drive volume. The campaign premise rests on the idea that meaningful rest requires more than a standard two-night getaway.
The offering is available across June, July, and August at 12 participating properties across Mudgee, Gulgong, Kandos, and Rylstone.
The research behind the campaign
The Rest Rebate follows nationally representative research conducted in June 2026 showing 64% of Australians return from holidays feeling more tired than when they left – a finding the campaign’s architects say exposes a structural flaw in the traditional short getaway.
Mudgee Region Tourism chief marketing officer Beau Kassas said the campaign represented a deliberate departure from conventional destination marketing.
Beau 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,” 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 campaign is rolling out across PR, digital, radio, and television.
Further information is available at visitmudgeeregion.com.au/restrebate.