General manager Caddie Marshall said the name Orange360 represented the regions role as a year-round destination.

She said the name was chosen in consultation with a brand reference group, which represented businesses across the wine, retail, food, arts, and Indigenous sectors.

The tourism marketing brand for Orange has undergone an evolution through the years from Taste Orange to Brand Orange to Orange Region Tourism and now Orange360, she said.

Orange360 encompasses everything that colours our region, all year round and for the first time is a collaboration between the local councils of Orange, Cabonne and Blayney and our surrounding villages.

It is the second evolution in the past year after Brand Orange made way for Orange Region Tourism in November.

Ms Marshall said a website was under construction, to be launched in spring, enabling visitors to navigate the full spectrum of experiences easily.

Whether they are coming to enjoy one of the regions marquee food and wine events, to experience our historic villages and authentic country lifestyle or to simply relax and unwind, it will all live at their fingertips, she said.

She said the organisation would take a seasonal approach to destination marketing and also develop village viability strategies to support each village association to market and encourage visitation, as well as improving links between them.

Blayney mayor Scott Ferguson hoped the approach would take the three councils marketing dollars further, while Cabonne mayor Kevin Beatty said the region had a unique identity.

This regional partnership is a way to bring even more visitors to our doorstep to boost economic growth, infrastructure and service, Cr Ferguson said.

Orange360 membership in 2018-19 is now open to all tourism service businesses by calling 6361 7271.