A new campaign is aiming to educate the Albury-Wodonga community on the importance of tourism post border shutdowns.
And for Albury City tourism team leader Sue Harper, tourism is "everybody's business".
The campaign, which includes social media marketing, newspaper advertisements and an information brochure for all ratepayers, highlights the visitor economy generates 2565 jobs and contributes $145.15 million of wages in the Albury-Wodonga region.
"It is an awareness campaign to promote tourism in our community and try to educate everyone on the benefits tourism brings to both cities," Ms Harper said.
"A lot of people don't really understand the value and economic benefit that it creates.
"This little campaign we are running over the next six to eight weeks actually breaks it down for the community to really see where tourism comes into play in our community - it is really broad sector."
For every $100 spent by a visitor in Albury-Wodonga, data shows that contributes to 10 different sectors.
These include accommodation ($11.88), cafes and restaurants ($18.56), pubs, clubs, taverns and bars ($7.21), travel and tour operators ($5.79), heritage, creative and performing arts ($0.66), sports and recreation ($2.41), fuel ($1.23), retail ($12.44), transport ($10.05) and other ($29.77).
Ms Harper said while the campaign is about a community approach, there is a push for more businesses to think about how they can benefit from a different way of operating during peak times.
IN OTHER NEWS:
"For businesses that there are times that might be quiet, but with public holidays and busy times it is a great time to extend operating hours if they can," she said.
"It can really open up the benefits for not just their business but also drive others around them."
For Level One Wine Bar owners Deb and Mark Davis the border shutdowns and restrictions on travel have highlighted the region as a half-way point between Melbourne and Sydney.
"We have really seen that over the past few months now borders are open," Mr Davis said.
"People stop in here on their way through and for a business like ours that is great because they come and taste some wine and then they want to know where it is from and we direct them to our local wineries.
"If we are busy, then our seafood supplier Borella Seafood is busy, and our transport company O'Briens Transport that bring our stock up from Melbourne.
"So there is a real flow on effect."
The campaign includes tips on how business owners and the general public can help drive tourism locally.
Visit visitalburywodonga/tourism for more.