Case Study:
Aroma Coffee and Chocolate Festival

Maitland Aroma plays a key role in fostering a sense of community while also attracting tourists to the region. This annual festival, held in August, invites visitors to experience a rich array of coffees, chocolates, and indulgent dishes. As the city comes alive, guests – bundled up against the winter chill – can enjoy a variety of premium products from across the Hunter Region and beyond.

Since 2016, IER has partnered with Maitland City Council to conduct research at several of its signature events, such as Hunter Valley Steamfest, Bitter and Twisted Craft Beer Festival, and Riverlights Festival. IER’s field researchers gather valuable data on tourism, the economy, social impact, and attendee experiences throughout these events.

IER oversees the entire process – from data collection and economic modelling to tourism analysis and report writing. This includes developing detailed infographic reports and tracking the growth of these events over time through time-series analysis.

Recent findings show that local residents strongly support the continuation of festivals like Maitland Aroma. An impressive 96% of respondents agreed that the City Council should keep funding such events. Additionally, 95% believe that festivals like Aroma are vital for fostering social connections and community engagement. To compliment this engagement by locals, the event also attracted over 6,000 visitors to the region.