Alpine Shire Council's leader Peter Roper said the Do Not Visit Victoria campaign, created by Melbourne duo Jess Wheeler and Guillermo Carvajal, has left a sour taste in the community.

"I get the gag, but it is probably a step too far for some of the people in our community," he said.

"With bushfires, COVID-19, Alpine resorts backing off and COVID-19 again, there is a fair bit of anguish within the community and we rely on tourism quite heavily so I understand the aim of the campaign but I do think it is slightly inappropriate."

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The digital postcards were posted to social media last week and have since attracted plenty of commentary from people in regional areas including Bright.

"Bright, a place of endless adventure, or endless pandemic unless you f###knuckles stay put," the postcard reads.

Mr Wheeler said the campaign was originally created as a vehicle to deliver a general message about restricting movement and keeping away from regional Victoria.

"And while it's a bit of fun, we feel that the more we do the more it will get watered down," he said in a Facebook post after he was inundated with requests for more towns to be included.

Cr Roper said the Alpine region is "open for business" to regional Victorians at the moment and hopes tourism will receive a boost in towns like Bright when restrictions ease.