A regional town of 11,000 people, Matamata is the centre of a thriving agricultural area featuring dairying, sheep, horticulture, and thoroughbred horse breeding and training.

More recently Matamata has become known as Hobbiton, playing host to thousands of people touring the site of the film set for the Lord of the Rings trilogy. Tours leave throughout the day from the local Information Centre.

Matamata is a friendly and picturesque town that offers a host of diverse activities in or nearby the town including the Firth Tower museum and heritage trail, hot springs, parachuting, gliding, horse racing, bush walks, and the stunning Wairere falls. Matamata is also in close proximity to 4 excellent golf courses.

Matamata is also renowned as the birthplace and training ground of a large proportion of New Zealand 's thoroughbred bloodstock. The district has numerous stud farms and trainers where some of New Zealand's greatest racehorses are bred and trained. The Matamata raceway has race meetings throughout the year and is also home of one of New Zealand's largest training tracks hosting hundreds of horses every morning. Entrance to the training track to view the horses and horse stud tours can be arranged.

Centrally located in the North Island on state highway 27, Matamata is a fantastic base from which to explore other towns and attractions in the region such as Lake Karapiro, New Zealand's premium rowing venue (15 minutes drive), Mount Manganui with its stunning beaches and surf (45 minutes drive) and Rotorua, a popular geothermal destination for local and overseas visitors (50 minutes drive).