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New campaign entices holidaymakers to Make It Maitland


Maitland is often described as “a hidden gem”.

But, council’s latest phase of its exciting visitor economy campaign plans to reveal the Hunter’s secret to everyone.

Make It Maitland, an integrated digital and public relations initiative, aims to build awareness of the City as a desirable domestic holiday destination, drive overnight visitation, increase visitor spend and promote the area’s diverse experiences and events.

From complimentary local produce to discounted accommodation prices, patrons at a dozen destinations in the Maitland LGA can capitalise on a suite of special packages.

The campaign is funded in part by a $50,000 Tourism Industry Marketing Support Grant from the NSW Government through Destination NSW, matched dollar-for-dollar by Maitland City Council.

Mayor Philip Penfold said the initiative would promote Maitland as a “warm, friendly and authentic destination for overnight stays”.

“From its history and heritage to our vibrant and creative local arts scene, Maitland is a uniquely diverse and lively place to visit.

“We want to generate sustained interest in Maitland as an attractive destination by enticing holidaymakers, both couples and families.”

The campaign urges visitors to escape the crowds and Make It Maitland between the months of February and May to redeem exclusive accommodation deals.

Guests will be inspired to take in Maitland’s rich history, culture of creativity and thriving café, restaurant and bar scene.

From romantic weekenders to spontaneous midweek getaways and family road trips, visitors are encouraged to dig out their suitcase and experience all that Maitland has to offer.

“This is the latest step in a long-term plan for Maitland,” council’s coordinator city and visitor economy Caroline Booth said.

“In September 2020, we adopted an ambitious Destination Management Plan that provides a collaborative roadmap for building and sustaining Maitland’s visitor economy.

“This new initiative is an important milestone for our tourism industry.

“While no one could have predicted the challenges of the past two years, we remain committed to our ultimate goal, which is to ensure tourism continues to add value to the economic, social and cultural fabric of the Maitland community.”

The campaign also seeks to restore revenue for businesses amid the impacts of the continuing COVID-19 pandemic.

And, that’s important for the local economy, according to The Bronte Boutique Hotel director Clint Marquet.

“It’s vital for the area that we showcase the best it has to offer to grow our local economy, particularly post-pandemic,” he said.

“Maitland is a unique destination with much of its original heritage intact, as well as many unique food, entertainment and retail options for visitors.

“Local businesses are extremely pleased with council’s efforts to promote visitor accommodation dollars to Maitland.”

The initiative will run until the end of May, spanning the Easter school holidays as well as two of Maitland City Council’s flagship events: Hunter Valley Steamfest (9 and 10 April) and Maitland Taste (20 to 22 May).

For more information, visit

Alternatively, local businesses and operators looking to participate in the campaign can learn more by heading to

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