Maitland City Council’s partnership with It Must Be Morpeth (IMBM) Incorporated will enter its fourth year, with a further $25,000 allocated to support destination marketing initiatives for the historic township.

Since 2022, Maitland City Council has funded IMBM to roll out a range of initiatives aimed at promoting visitation to Morpeth.

Maitland Mayor Philip Penfold said the collaboration with the volunteer-run business group demonstrates how local governments can work with community organisations to support regional initiatives.

“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 day-trippers 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 supports the township’s marketing efforts.

“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 City Council has contributed $116,000 to IMBM’s marketing initiatives, including an initial one-off contribution during the pandemic.

IMAGE | Maitland Mayor Phillip Penfold with IMBM President Emily Gray in Morpeth