Destination NSW and council have this week launched the Make it Maitland campaign which will target Sydney couples aged 35 to 55, as well as those who live two hours drive from Maitland.

NSW Tourism Minister Stuart Ayres launched the campaign on Wednesday. It will run until November promoting the city as a vibrant, historically rich location with experiences for all tastes.

"Research shows that over 55s are significantly more aware of Maitland than others so we have a real opportunity through this campaign to grow awareness and destination appeal with a slightly younger audience," Mr Ayres said.

He said Maitland charms visitors with its intriguing heritage, food festivals, eateries and markets and its events such as Riverlights and Bitter and Twisted.

In May last year The Mercury reported how Maitland was fast becoming recognised as a tourism powerhouse producing 1172 jobs, and an annual injection of $94 million into the city's economy.

But for this to continue to grow as an industry the city needs more accommodation, at present only able to accommodate 1300 people.

"Accommodation and the mix of accommodation types need to be addressed as the city grows and attracts increased visitation," council's visitor economy team leader Georgia Lazzari said.

"The lack of suitable accommodation for larger events and sporting carnivals means the range of activities that the city can host is limited pushing visitors to other parts of the Hunter resulting in a loss of income for the city."

Commenting on the Make it Maitland campaign, Mayor Loretta Baker said it's a great opportunity for local businesses and residents to get involved and share the word on social media about how vibrant our city is.

Destination NSW contributed $100,000 to the campaign which will be matched dollar-for-dollar by Maitland City Council.