A collective of hospitality, cultural and travel businesses have created a new promotional digital platform for the Bathurst region of New South Wales, called Bathurst & Backroads.
Backed by high-profile ambassadors Edwina Bartholomew and Matt Moran, the initiative invites domestic travellers to discover the charm and richness of regional life — from artisan food producers and boutique stays to historic townships and breathtaking backroad journeys.
Created by Bathurst-based organisation Elevate, Bathurst & Backroadsis a storytelling platform that captures the spirit of the region through immersive journeys and local insights.
Celebrated chef and sustainability advocate Matt Moran brings his passion for the land and local produce to the campaign.
“As a fourth-generation farmer with deep roots in the region, this part of the world means a lot to me — it’s where I own Moran Family Farm and The Rockley Pub. The pub’s the heart of the town. It’s more than just a place to grab a drink; it’s a meeting spot for locals and a destination for visitors. We’ve got big plans in the works to really revitalise it,” says Moran.
“There’s a real sense of pride out here — in the land, the produce, and the people. Bathurst & Backroads captures that beautifully.”
At the heart of the platform are the Story Trails, designed to be explored at your own pace — whether by self-drive, guided tour, walking or cycling — offering a flexible and immersive way to experience the diversity of the Bathurst region. These trails connect visitors with layers of cultural history, landscape and experiences across five key areas:
- Town Trail
- Oberon Trail
- Blayney Trail
- Bathurst Plains & Sofala Trail
- Lithgow Trail
Each trail invites travellers to take the scenic route (backroads) — discovering boutique vineyards, historic pubs, country bakeries, contemporary galleries, immersive experiences, and the warm hospitality that defines the region.
Several Bathurst-based businesses are Elevate partners, including Johnston Bros Hospitality Group, which operates O’Connell Hotel, Tarana Hotel and Rydal Pub.
Nathan Johnston, operations and communications director for the group, said that Elevate and the Bathurst & Backroads initiative was a way for local businesses within the region to work together.
“Our pubs are located on the unique backroads of the Bathurst region and we make a point of supporting the local producers, breweries, wineries and even distilleries who are also scattered throughout the region on these backroads and trails,” stated Johnston.
“By sourcing locally, we hope to not just support this regional economy, but it also helps bring the character of the region to our pubs and this helps us give something unique to our customers. People travelling to our region want to try the local produce, it becomes a talking point with not just the visitors but the locals as well.
“We have a strong focus on community engagement, respecting the needs of the locals, maintaining the heritage of the pubs and giving back to the community is vital for us.”
The Bathurst & Backroads website launch marks a new chapter for regional storytelling — and a future-focused vision for Bathurst and its surrounding villages as a cultural and culinary destination of national significance
“Elevate is about our people and what they’ve achieved through struggle, hard work and ingenuity,” said Rhonda Taylor, CEO of Elevate.
“With Bathurst & Backroads, we’re expressing the soul of our region — helping people connect with its heartbeat. This platform tells our story in an honest and beautiful way, and invites others to be part of it.”