Businesses in the Upper Murray and North East have been asking tourists to come back to the region for holidays; now they will be hoping people listen when Rachel Griffiths says the same thing.
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The Australian actor is one of the personalities who has committed to use her social media account to promote the benefits of travelling back to bushfire-affected areas.
She said she had realised that posting photos of the worst conditions may not send the right message to tourists.
"We're an empathetic mob us entertainers. It's not just showing the worst pictures and doing donate links," Griffiths said.
"Using your patronage as business is just as big a way to help communities as feeling bad and donating.
"It's active, it's showing up and showing support."
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Dave Hughes, Andy Lee and Nick Dal Santo have also committed to help regional communities by recording video messages to share with their followers on social media.
Griffiths joined Premier Daniel Andrews, Tourism Minister Martin Pakula and businesses representatives on Monday to launch the business and sport for bushfire recovery program, where 118 businesses have committed to holding a conference or event lasting at least two days in a bushfire-affected area - or those on the outskirts - during the next six months.
This includes the AFL, every AFL club and companies like Bosch, which has already booked a 24-person conference in Beechworth in the coming weeks.
"Some communities are reporting that 100 per cent of bookings have been cancelled, that's really challenging," Mr Andrews said.
"This is just a practical, commonsense way in which sport and business can come together with government and support those regional communities.
"Instead of having an event in Melbourne, take it to a bushfire-affected community or one on the edge of that fire zone now or in the next six months."
Mr Pakula said he saw the need for tourists to return during his own recent visit to Whitfield and Beechworth, where he had a beer with Indigo mayor Jenny O'Connor and chief executive Trevor Ierino and Alpine chief executive Charlie Bird.
"Beechworth wasn't directly touched by fire, but the impact on their tourism sector was plainly obvious to me and to the local council representatives I spoke to while I was up there," he said.
"We've got to get Victorians back out to these regions having their holidays and business and sport can play a leading role in encouraging that."
Tourism North East will also receive a $200,000 grant to assist with its immediate recovery effort, including support for a dedicated staff member to work with operators and coordinate marketing and campaign activities.