Destination Management Plan

Council has prepared a draft Destination Management Plan (DMP) to create a collaborative roadmap for building and managing Maitland’s visitor economy.

The draft DMP proposes a range of opportunities covering marketing and promotion, product development and infrastructure to enhance Maitland’s visitor economy. 

The draft plan was developed from the 1,100+ ideas and suggestions Council received from the community, tourism operators, local businesses and visitors during a six month engagement period last year.

The implementation phase of the draft DMP includes further engagement within the identified tourism sectors of events, sports, agritourism, food, inbound, education and Aboriginal tourism.

Visitor Economy Defined

Compared with tourism, the visitor economy recognises the broader range of contributing activities and businesses which directly serve visitors, such as hotels, transport providers, tour companies and attractions, as well as those involved indirectly, such as retail and food production.

This definition highlights the true contribution of tourism to our area.

Value of Maitland’s Visitor Economy
  • $96 million spent
  • 686,000 visitors
  • 1,293 jobs
The value of the Australian Visitor Economy

At $41.1 billion, Australia’s ‘Visitor Economy’ represents almost two thirds (65 per cent) of all services exports and 13 per cent of total Australian exports.

With both the education and tourism sectors expected to grow at a rate of between four and five per cent over the next decade, the ‘Visitor Economy’ will continue to be a key driving force in Australia’s economic agenda.

Have your say 

Feedback on the draft DMP public exhibition has closed. Thank you to everyone who had their say about the future of the visitor economy for our city. 

Council considered all submissions as part of the finalisation of the draft document.

The Destination Management Plan was considered and adopted by Council at its meeting on 8 September 2020.

To keep up to date with Council projects, plans, documents and programs join our Your Say mailing list or Facebook group.

Artist impression gallery
Artist Impression - Walka Water Works
Artist Impression - Walka Water Works
Artist Impression - cut away of Walka Water Works Pumphouse
Artist Impression - cut away of Walka Water Works Pumphouse
Artist Impression - Riverfront dining at The Levee
Artist Impression - Riverfront dining at The Levee
Artist Impression - Central Maitland
Artist Impression - Central Maitland
Artist Impression - Queens Wharf Morpeth
Artist Impression - Queens Wharf Morpeth
Key dates
15 July 2020

Public exhibition opens

12 August 2020

Public exhibition closes

8 September 2020

DMP adopted by Council

Final document
Destination Management Plan (DMP) (49.64 MB)
Draft document
Related documents
A. Maitland +10 (18.13 MB)
B. Visitor Economy Industry Action Plan 2030 (4.4 MB)
C. Statewide Destination Management Plan (6.28 MB)
D. DMP Destination Sydney Surrounds North (5.66 MB)
E. Hunter Regional Plan 2036 (355.85 KB)
F. Greater Newcastle Metropolitan Plan 2018 (4.66 MB)
G. Hunter Regional Economic Development Strategy (7.3 MB)
H. Maitland tourism product audit (98.8 KB)
I. DMP preliminary engagement report (593.63 KB)
J. Travel trends (103.64 KB)
K. Morpeth Business Review 2016 (670.99 KB)
L. Central Maitland Structure Plan 2009 (13.66 MB)
M. Glossary and key definitions (78.24 KB)

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