Victoria's high country has been hit hard by the recent bushfires, but a new tourism campaign is hoping to see cyclists roll on back.
Tourism North East and Ride High Country launched the campaign #RollOnBack to spread the word that Victoria's high country is open and ready to welcome riders back.
And the tourism body has brought in former mountain bike world champion Paul van der Ploeg to help drum up some support.
"I was devastated to see the bushfires in Victoria's high country this summer," van der Ploeg said.
"Fortunately for cycling the majority of rail trail, gravel and road riding routes are unaffected and all seven mountain bike parks are open.
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"My thanks goes to the firefighters and volunteers who have protected the region.
"These fires have really impacted local businesses and communities, so roll on back to the high country."
While key cycling destinations, including Bright, Beechworth, Mansfield, Mount Buller and Falls Creek were not physically impacted by the bushfires, the economic damage across the region was "extreme".
"The high country is home to the largest rail trail network in the Southern Hemisphere, seven mountain bike parks, Australia's toughest road climbs and more gravel grinding than just about anywhere else on the continent," a Ride High Country spokeswoman said.
"There's something for every cyclist of any ability or preferred riding style, with amazing food, wine, craft beer, accommodation in pretty, historic towns and stunning, Insta-worthy scenery around every corner."
The region also hosts several major cycling events, kicking off this week with the Jayco Herald Sun Tour, the Peaks Challenge Falls Creek, the Australian MTB National Championships in Bright as well as the High Country Women's Cycling Festival, returning in March.
Tag #RollOnBack on social media.