Destination Tamworth has a new look, just in time for the state to reopen and country music festival-goers to flock in.

Tamworth Regional Council (TRC) mayor Col Murray said there's a vibrant tourism scene in the region that's been kept in the shadows for far too long.

"The competition is very hot, and very strong, and we simply need to do better," he said.

"In the past we haven't done better and in my view it's a reflection of the budget the council has attached to tourism, we simply haven't resourced it as well as other cities.

"Dubbo, Mudgee and Orange have been very clever and we need to work harder now we have the house in order to better market the city and we expect to see strong results."

The website highlights accommodation bookings, itinerary ideas, towns and villages in the region, business and conference options, local guides and travel and experience inspiration for those looking for an escape.

Before COVID-19, the Destination Tamworth website saw just shy of 100,000 visitors per year and the council hopes to double that.

TRC growth and prosperity director Jacqueline O'Neill said there's a new focus on experiences that go beyond the city's moniker of the country music capital.

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"The website was a little bit old, a little bit clunky, it was about time we changed our visuals," she said.

"It's focused on really strong content around images, visuals and really demonstrating the amazing things our region has to offer visitors.

"Our front door is the country music festival, but what people don't know, and we'd like them to discover, is our beautiful landscapes here, the amazing waterways and beautiful hills."

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