Pie Time is set to have its future recipe strategy and ownership considered by stakeholders in a planned workshop on Wednesday.
The campaign is the brainchild of the Destination Southern Highlands team.
Destination Southern Highlands group manager Steve Rosa said Pie Time had seen "some major successes" in its short time.
"We are now coming into year four of its development as a major destination marketing campaign," Mr Rosa said.
"We have to deal with the challenges of our previous success and look at keeping things fresh."
Pie Time 2019 was conducted throughout the month of June which saw the Southern Highlands become the Southern Pie-lands and record an estimated $3 million economic contribution into the local visitor economy.
The campaign reported a 280,500 pies produced and sold throughout June by more than 60 participating outlets in this year's Pie themed month of dining experiences and events.
The award-winning campaign is now at the end of its planned three-year funding period for event growth of Pie Time.
Mr Rosa said for the event to continue the same trajectory of growth, the Destination Southern Highlands team needed to consider its future, funding and ownership.
"Pie Time has the opportunity to become known as one of Australia's Home of Pies as well as one of Australia's iconic festival events," he said.
"Pie Time needs to become an industry-led campaign, owned, grown and supported by the businesses who are benefiting from this new focus on our region."
Pie Time campaign development and ownership options will be presented to Industry and Community stakeholders at a workshop on Wednesday, November 6 10.30am at the Mittagong RSL Club.
To attend the workshop interested parties are requested to RSVP to: https://www.trybooking.com/book/event?eid=566475& or by calling Destination Southern Highlands on 4871 2888.