APT Travel Group has taken a majority stake in Echuca-based Murray River Paddlesteamers, a move that shows the big end of the travel industry is taking Murray River cruising seriously.
Murray River Paddlesteamers operates the PS Canberra, PS Emmylou and the new PS Australian Star, which has a Mildura connection of its own, having been partially built right here on the Murray at Mildura.
But this story also raises a local question.
With Mildura's PS Rothbury and PV Mundoo both reported as being for sale at the time of the original story, could we one day see our own local paddle vessels end up in the hands of a major tourism player?
Two Familiar Faces on the Mildura Riverfront
The Rothbury dates back to 1881 and has been part of Mildura's river story for generations.
The Mundoo, built in 1987, has become well known for bigger functions, weddings, charters and dinner cruises.
They're not just boats. They're part of the Mildura riverfront.
For years, visitors have come to Mildura and expected to see paddleboats on the river.
It's part of the postcard image of the place: the Murray, the wharf, the red gums, a slow-moving paddleboat and a cold drink somewhere nearby.
What Does APT's Investment Mean?
APT's move at Echuca shows there is still strong interest in Murray River cruising, especially when it's packaged properly for the tourism market.
A major travel operator can bring established marketing channels, investment and access to visitors who might otherwise never have considered a Murray River holiday.
And with the Australian Star having a connection to Mildura through its construction, it's another reminder that our stretch of the Murray has a place in the wider river cruising industry.
Could Mildura's Paddleboats Attract a Bigger Operator?
So the question is worth asking.
Could Mildura's paddleboats attract interest from a larger operator?
Could they be folded into a bigger Murray River tourism experience?
Or will they remain in local hands and continue as part of Mildura's own river identity?
There's probably a bit of head and heart in this one.
On one hand, a major player could bring investment, marketing muscle and fresh tourism energy.
On the other, locals would understandably want to see these vessels stay connected to Mildura, not just become assets on a balance sheet.
What Happens Next?
Either way, the timing is interesting.
The Murray River is clearly still seen as a tourism drawcard. Echuca is attracting investment, and the Australian Star has drawn attention to the opportunities in river cruising.
At the time of the original story, two of Mildura's best-known river vessels were also being offered for sale.
Maybe nothing comes of it.
Or maybe it's the beginning of a bigger shake-up in Murray River cruising.
One thing's for sure: Mildura's paddlesteamer story isn't finished yet.
