The secret is out: Morpeth’s reputation as unmissable Hunter destination bolstered by funding boost

Maitland City Council’s partnership with It Must Be Morpeth (IMBM) Incorporated is set to enter its fourth year, with a further $25,000 funding injection to highlight the historic township’s country charm.

Since 2022, Maitland City Council has funded and supported IMBM to roll out a range of destination marketing initiatives aimed at driving overnight visitation to one of the Hunter’s most popular tourism destinations.

Maitland Mayor Philip Penfold said the collaboration with IMBM – a volunteer-run business group representing more than 25 Morpeth businesses – was “an illustration of how local governments can work in partnership with and empower community to take charge of their own interests”.

“Maitland is positioning itself as the heart of the Hunter, and Morpeth is one of our most well -known, sought-after and storied townships – it goes without saying that its success as a destination for daytrippers and overnight visitors is something that we all covet and are eager to see continue,” Mayor Penfold said.

“With its boutique stores, unique dining experiences, scenic river views and rich history, Morpeth has lots of stories to share – and this funding goes a long way to sharing that story with prospective travellers, locally, domestically and beyond.”

IMBM President Emily Gray said the funding was “helping to keep Morpeth on the map, ensuring it remains a must-visit destination”.

“The businesses of Morpeth are sincerely grateful for the continued support from Mayor Penfold and Maitland City Council,” Ms Gray said.

“We’re thrilled to be receiving the destination marketing grant for another year, as it plays a vital role in promoting Morpeth as a unique and vibrant visitor destination.”

Since 2020, Maitland Council has contributed $116,000 to It Must Be Morpeth’s continued destination marketing efforts; this includes an initial one-off contribution during the pandemic.

To find out all that Morpeth has to offer, visit itmustbemorpeth.com.au and mait.city/Morpeth.