Bushfire Response & Recovery

On 1 December 2006, lightning strikes in the North East of Victoria and Gippsland created approximately 50 fires within the Alpine National Park and adjoining State forest. The fires joined to create a large fire front named the Great Divide Complex. The fires were declared contained after 69 days (7 February 2007), burning a total area of more than one million hectares.  During the period of the fires, Gippsland suffered a severe decline in visitors.

The negative impact of the bushfires was felt across the region due to consumer perceptions that much of the region was at risk.  Access to key destinations in the Gippsland Lakes and high country areas was also restricted due to the closing of some key tourist roads, such as the Great Alpine Road and the threatened closure of the Princes Hwy.

Under the State Government’s bushfire recovery program, Gippsland was granted $1.6M to undertake brand and tactical marketing activities, international marketing, image library enhancement, domestic and international touring programs, promotion of significant events, industry development and development of a Marketing and Development Plan for High Country Villages.    

Shortly after the fires began a Gippsland Tourism Response and Recovery Group (GTRRG) was convened by Gippsland Tourism and the Gippsland Local Government Tourism Managers Network to assist fire affected communities and their businesses recover from the impact of the current Gippsland Bushfires.  It had representatives from Local and State Government, Local Tourism Associations and the Tourism Industry. It lead a coordinated and comprehensive response to the impact of the fires on tourism in the region.    A Crisis Communication plan was formulated in response to the Gippsland Fires which provided the blueprint for the GTRRG to effectively promote the benefits of visiting Gippsland both during and immediately following the fires.    

Implementation of this recovery program is now being managed by Destination Gippsland and Gippsland Tourism.  For further details about the Gippsland Recovery Program see below.

Contacts

For further information about the GTRRG, please contact your local Tourism Manager or

Chris Buckingham
General Manager, Gippsland Tourism
chrisb@wellington.vic.gov.au
Ph: 0429 869 638