Fierce bushfires have failed to shut down tourist operators in Victoria's Grampians region.
However, operators now face the threat of tourists being scared away because of the blazes.
Bushfires, which burnt 52,000 hectares and destroyed 27 homes, were contained by early Tuesday morning.
The fires burnt 37,600 hectares in the northern part of the Grampians National Park and stopped a few kilometres short of the tourism town of Halls Gap.
Northern Grampians Shire Council mayor Kevin Erwin said there was a noticeable decline in tourists visiting after the fires and even cancellations for bookings up to Easter.
His message to tourists was that the region was open for business and safe.
The region's huge tourism industry is worth $949 million and employs 8300 people.
"Business won't survive if the people don't support them, particularly right now when they need it the most," he said.
Halls Gap Tourism Association chairperson Geoff Watts said it was too early to tell if the bushfires would hurt tourism.
However, he said the fires did not damage Halls Gap and tourists could visit the region safely.
"The press that's gone out about Halls Gap is that it's almost burnt to death," he said.
"The message we're putting out to everyone is we're open for business, nothing has changed."
CFA incident controller Mark Gunning said many roads, campgrounds and walks inside the park were open.