IT'S one of the Tamworth region's most lucrative annual events but the COVID-19 pandemic has caused this year's Jehovah's Witness convention to be cancelled.
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The decision means the region's motels and restaurants will miss out on the revenue generated by the more than 3000 visitors the event attracts.
A convention spokesperson said restrictions surrounding interstate and international travel prevented the event from going ahead.
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"Many are disappointed to miss the annual visit to the town and people of Tamworth, who have been very welcoming and friendly," the spokesperson said.
"We feel for the people affected by these difficult times in our local areas.
"However, all who normally attend are looking forward to next year and are hopeful the situation will allow them to return to the Tamworth Regional Entertainment Centre in 2021."
Tamworth Business Chamber president Jye Segboer said while the decision was understandable, it was a blow to the local economy.
"I guess with the current climate it was to be expected and we were hoping by the time the convention rolled around we would have seen an easing of restrictions, but from a planning perspective we understand the decision," Mr Segboer said.
"They have been strong supporters of Tamworth for more than 15 years now, so it is disappointing this would be one of the first years in that time we won't see them come to town.
"It's certainly going to be a hit for the retail, tourism and hospitality sector."
Tamworth mayor Col Murray said the visitors would be "sorely missed".
"They're a terrific group of people who have supported Tamworth for quite a long time in not just the hospitality and tourism industries, but in retail as well," Cr Murray said.
"This decision comes as no surprise and to me reinforces why we as a community should do everything we can to prevent becoming a potential hot spot going forward.
"If we do relax and become a hot spot, it could derail every tourism event we have going forward."
The convention's cancellation comes after the council's National Thunder Motorbike Rally was called off last week.
The event is just the latest in a long line of cancelled events which also include the Tamworth Show and the Nundle Go for Gold festival.