Black Saturday had a devastating effect on tourism in both the fire and non fire affected areas of many Victorian shires, most particularly those in the Yarra Valley & Dandenongs.  The shire of Murrindindi alone had more than 40% of its territory directly impacted by the bushfires.

Townships who's primary source of employment and wealth was tourism, were extremely hard hit. In Marysville, nearly the entire township was razed and the previous bed count of 1,500 was reduced to less than 100. 

Much of the region's tourism assets and products were nature based with many businesses heavily dependent on the state and national parks that characterised the area. Some of these parks were almost completely destroyed by the bushfires - 98% of the Kinglake National Park and 96% of the Cathedral Ranges National Park were decimated.

In areas spared physically by the fires, the impact was no less serious with visitation levels dropping alarmingly.

Tourism Victoria and the Murrindindi Regional Tourism Association (MRTA) quickly established a cross regional recovery group - the Murrindindi Mitchell Bushfire Response and Recovery Group (MMBRRG) - to focus specifically on the region's tourism recovery.

The MMBRRG mandate was, and continues to be, to assist tourism businesses recover from the bushfires, chiefly by letting the market know that the area was once again 'open for business'.  The tactics employed by the MMBRRG can be taken and used by any tourism business facing a crisis, no matter the scale.

Listed below are 3 'great ideas' to get the message out that your destination is ready, willing and able to come back online.  Templates and examples of media releases can be accessed by ARTN Members in our online Resource Library.

Great Idea 1
Set reminders in your diary to write media releases on a regular, ongoing basis informing both the community and your tourism industry colleagues what actions are being taken by industry leaders.  This may lead you to develop a quarterly e-newsletter showing off your progress.

Great Idea 2
Liaise openly and loudly with your local industry colleagues to produce monthly media releases showcasing upcoming events and accommodation specials.

Great Idea 3
Encourage individual businesses to celebrate and announce reopenings, refurbishments and other special events and then tell the world in dedicated and uplifting media releases.  Make sure to include a 'feel good' photo opportunity for maximum exposure and to show how far you've all come.

Tourism operators and industry who were there during and after the Black Saturday Bushfires, will be participating in the ARTN's Crisis Mentor Initiative.  Click here to read more.