The Eurobodalla Shire's usual swell over the start of summer has been affected by the Currowan fire, Mayor Liz Innes.
She said some visitors had cancelled reservations after the Kings Highway and Princes Highway closed.
While the Princes Highway was reopened, she said businesses in the region were continuing to be affected.
She hoped Eurobodalla Shire residents could help, by encouraging friends and family to visit, or "try being a tourist yourself".
"Take the time to go visit that village, that attraction, that café you've always being meaning too," she said.
"Now more than ever, we need everyone to buy local and spend money right here in the shire.
"We've witnessed amazing acts of generosity and kindness, with neighbours helping neighbours, so much support for evacuees, and local businesses doing what was necessary to help."
"With the Princes Highway open, we'll be making sure people know that summer in Eurobodalla will be as good as ever."
She also encouraged donations to Rural Fire Service brigades in the shire.
"The love and respect for our incredible firies is on display for all to see. And if you want to help - a cash donation to your local RFS lets them buy what they need," she said.
The mayor said she was working with the Batemans Bay Business and Tourism Chamber and Bega MP Andrew Constance to organise an opportunity for the community to directly thank firies.