Victoria’s Alpine region open for business after the fires

Known for its snowy mountains in winter and glorious sunshine in the hotter months, the state’s Alpine region also has plenty to offer all year round.

Victoria’s Alpine region is hoping to be snowed under with visitors as it gets back on track after the bushfires.

Mt Buller had most of its summer business wiped out.

But the area is bouncing back with a bumper winter season.

Mt Buller and Mt Stirling resorts chief executive Mark Bennett said every effort was needed to encourage visitors.

Hidden Trails by horseback with Laura and Christian Hayes. Picture: Zoe Phillips

“If we have a poor snow season and visitation is down then people who have been struggling through summer will also have a second struggle through winter,” Mr Bennett said.

“At this time of the year it’s a bit difficult for the Alpine resorts to be a significant attraction in terms of regional tourism.

“But during the winter we’re the main drawcard and a large part of the reason why people come through areas like Mansfield and Jamieson and spend their money.”

In Merrijig, halfway between Mt Buller and Mansfield, business owners are desperate for tourists to return.

Chris Dunlop, who runs High Country Horses, said he had to refund thousands of dollars to customers after his horse treks up Mt Stirling were cancelled due to bushfires.

“We had an eight-day ride we had to cancel and refund $40,000. That was right in the middle of January,” Mr Dunlop said.

“We’ve got a ride this weekend — 12 people over two days — and after that we don’t have any more rides until the end of February. People have just pulled out.”

Mr Dunlop said while tourists may be uneasy in the wake of the fires, there was now nothing to be afraid of.

“I can understand people being concerned about it because they’re not used to it — they don’t know the mountains and they’re just seeing all these terrible things on the TV,” he said.

“We still have our catchment that we can ride in. We just need people who are confident to come and do it.”

The tiny village of Jamieson has also taken a massive financial hit but a surprise phone call gave cafe owner Deb Taylor a much-needed lift.

“A gentleman who visited Jamieson before called out of the blue. He made a very generous donation to cover people’s coffees, provided they come in and buy a meal or slice of cake,” she said.

“We’ll kick that off on the weekend to try and entice more people in the doors. It was unbelievable. I didn’t want to take it. It was such an amazing thing to do.”

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Jamieson Caravan Park owner Fränzi Weiss said although visitors from neighbouring towns had given businesses a boost, those from outside the area may be unaware it was safe to come back.

“We understand the safety measures but there were no fires close to us and it really affected us,’’ she said.

“A lot of people called because they were afraid and have cancelled weeks in advance. It’s all safe here. There are blue skies, there’s been some rain, it’s beautiful — come and visit us.”

Originally published as Victoria’s Alpine region open for business after the fires