2003 Alpine Bushfire & Tourism Recovery
In early 2003, North East Victoria and Gippsland experienced Victoria's most severe bushfires in 64 years. Tourism simply stopped! In response, Parks Victoria and Alpine Region Tourism delivered a joint destination promotion campaign to recover not only the cultural and built assets of the park estate, but also the public perception of the region as a major tourism destination. This campaign was implemented as part of a whole of government strategy. It has been successful in achieving the objectives of recovering the landscape; recovering business and the local community; and recovering tourism and visitation to the Alpine High Country Region.
