The new direction sees collaboration as the key to dramatically increasing the economic benefits visitors have for the region.

Inland NSW wants to double overnight visitation expenditure by 2020 and the first of its major "Destination Appeal" marketing campaigns was launched on April 1. Families from Sydney and regional NSW will be encouraged to visit the "Great Western Plains" region of NSW - including Coonamble, Dubbo, Gilgandra, Narromine and Warren - to have "Great Big Adventures".

Run in conjunction with key partners including Dubbo City Council, National Parks and Wildlife Services, Old Dubbo Gaol and Taronga Western Plains Zoo, the campaign's objectives include growing visitation to the region, especially during the peak April school holiday period, and driving visitors to the newly-created regional website - www.greatwesternplains.com.au .

Inland CEO chief Graham Perry said the scope of the campaigns being delivered by Inland NSW in conjunction with industry partners was unprecedented.

"In our collective bid to drive consumers to consider a regional holiday, the need for major collaborative regional campaigns that really stand out has been recognised," he said.

The marketing program will focus on telling a more cohesive regional travel story across the broader "Great Western Plains" and encourage families to discover "Great Big Adventures" which are being brought to life through a series of "cheeky advertisements".

The campaign reinforces the fun and adventure offered in the region and will be displayed across a suite of digital media placements as well as search engine marketing until April 28.

The starting point is three adventures from the region - camping in the Warrumbungle National Park, the Old Dubbo Gaol and exploring Taronga Western Plains Zoo by bicycle.

Dubbo City Council city development and communications manager and Inland NSW board member Natasha Comber said the campaign was different because of its holistic regional nature.

"We believe that in order to grow visitation to our region, the way forward is through collaborative cross-regional partnerships that meet consumers' needs for information, rather than being driven by traditional local government area boundaries," she said.

The council has worked closely with a range of operators to develop a suite of offers, which will feature in the campaign.

Mr Perry said he wanted to compliment Dubbo City Council and surrounding areas, and that it was a "fantastic result" to get this far.