Maitland is going to be a little more famous after this weekend.
Minister for Tourism Stuart Ayres announced on Friday that Channel Seven's national breakfast program Sunrise will broadcast live from Maitland in their quest to explore regional NSW.
Australian TV personality and presenter James Tobin will present the weather from multiple locations across the region, while exploring the towns along the way.
Filming this Sunday, Australia will get to know the locals through some of the town's most iconic events and attractions, including the Maitland Aroma Coffee and Chocolate Festival, where viewers will be able to ward off the winter chill with a taste of the best local coffee roasters and delectable chocolates on offer in the region.
Minister Ayres said the filming opportunity was secured by the NSW Government's tourism and major events agency, Destination NSW and supports NSW Government's strategy to triple overnight visitor expenditure in NSW by 2030 in action.
"Once again our State remains at the forefront of tourism in Australia and this initiative shows that the NSW Government continues to work tirelessly to keep the spotlight on our incredible rural and regional destinations and its residents," Mr Ayres said.
"Whether it's meeting some of NSW's local producers or learning about the incredible history of our regional areas, hosting Weekend Sunrise in Maitland should inspire many viewers to book their next trip to our wonderful region."
Weekend Sunrise airs live, nationally from 7am on Saturday and Sundays on Channel Seven.