THE lack of tourism in Alpine Shire this year is estimated to have ripped more than $300 million out of the area.
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The huge figure was aired yesterday after organisers of the Bright Rod Run cancelled their event in November due to the impact of COVID-19.
The move means four drawcards held over each November weekend at Bright have now all been shelved.
The Bright Spring Festival, Tour of Bright bike contest and Spartan obstacle race were the others to succumb to coronavirus difficulties.
Alpine Shire manager economic and community development Elaine Burridge said bushfires, COVID-19 and no ski season had been horrific for tourism.
"It's just one thing after the other," Ms Burridge said.
"Our tourism economy is down by 82 per cent to the end of September (based on forecasts).
"We would normally have $380 million going into the economy and we will lose $315 million of that."
Ms Burridge said January alone had seen $90 million evaporate because of bushfires stopping travel to the high country.
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She said the rod run was worth nearly $6 million with car fanciers from around the country descending for the occasion.
Rod run president Russell Beatson said his committee had been "struggling along" to see what would happen with the virus fallout but the plan outlined by Victorian Premier Daniel Andrews on Sunday killed off all hope.
"We were still some sort of chance until then, but no chance after that," Mr Beatson said.
A huge slice of those who drive into town for the rod run travel from Melbourne which remains the epicentre for COVID-19 cases.
"It's completely disappointing, some of our club members are shattered and they wanted it to happen but we just could not do it," Mr Beatson said.
The move means the 30th version of the rod run will now be held next year with Mr Beatson thankful for continued support from sponsors to ensure it returns.
Ms Burridge said tourism traders still had optimism.
"They're hanging in there, but I just don't know how much longer they will go on," she said.
"They're still positive and they're looking forward to hopefully a successful summer."
Ms Burridge said the prospect of growth from those unable to travel overseas was fostering some of the belief in a turnaround.
She said there was also marketing campaigns, funded through bushfire recovery government aid, ready to rollout after they were pulled when COVID-19 struck.
