As Australia's tourism industry prepares to take a hit worth "hundreds of millions" of dollars, community-driven campaigns are hoping to draw back visitors and assist business in bushfire-affected communities.

Key points: Community-driven campaigns hope to drive business back to tourism operators

Community-driven campaigns hope to drive business back to tourism operators Experts say Australia's tourism brand has taken 'a hit'

Experts say Australia's tourism brand has taken 'a hit' Mass cancellations have caused major cashflow problems

Last week, Melbourne's Zoe Manderson launched the Roadtrip For Good website, which allows users to plan trips to regional areas and see which cafes, restaurants, shops and hotels are open for business.

Ms Manderson said the site would operate nationally and allow businesses to put up their own listings for free.

She hoped the site would draw Easter visitors to affected regions, when the fire crisis will have hopefully eased.

"It's great to have inspiration, but people don't really know what's going on in the ground," she said.

"They don't know what's open and ready for business.

"So we wanted to pull all that information in a way that was really actionable for people."

Pitt joins the push

Burns survivor and author Turia Pitt has acquired more than 160,000 followers on Instagram in four days, for a new campaign encouraging people to buy products from businesses in bushfire-affected towns.

The Roadtrip for Good website seeks to promote businesses in bushfire-affected areas. ( Supplied )

The Spend With Them campaign promotes everything from fashion retailers to beef farmers.

Meanwhile, the It's My Shout! website allows users to buy products from East Gippsland or purchase meals for residents in need.

The community campaigns come on top of hundreds of millions of dollars that have been donated to charities by the public, celebrities and philanthropists.

Australia's fires have so far claimed more than 20 lives and burnt about 15 million hectares. In NSW alone, more than a billion animals have been killed.

Cancellation rates 'upwards of 50 per cent'

Even though Kangaroo Island has suffered significant damage, much of the island remains open for business. ( Instagram: Trent Lawson / tmanadventure )

The executive director of the Australian Tourism Industry Council, Simon Westaway, estimated the bushfire crisis had cost the national industry "hundreds of millions" of dollars.

"I wouldn't want to put a billion in front of it yet," he said.

"Every bed was cancelled in a fire zone, and even in non-fire zones, the cancellation rates have been upwards of 50 per cent."

While Mr Westaway expected an influx of Chinese tourists to capital cities for upcoming Chinese New Year celebrations, he had concerns about long-term overseas tourism prospects.

"There's a perception the whole country's on fire," he said.

"Australia has had a significant hit to our brand, even though it is a resilient brand."

On Thursday, the United States upgraded its travel advisory for Australia to "level two", warning its citizens to "exercise increased caution".

Australia's highly-publicised Matesong tourism campaign was paused in the UK, amid news coverage of fires burning around the country.

Tourism businesses facing 'cashflow crisis'

A lack of visitors meant Ken and Julia Eckersley were unable to re-open Gippsland winery after Christmas. ( ABC News: Danny Tran )

Felicia Mariani, who heads up Victoria's tourism industry council, said many businesses were facing a "cashflow crisis".

"These people are having to refund deposits at a time when they don't have any business," she said.

"If you're directly in a fire zone or in a region of where the fires are, these operators have seen 100 per cent cancellations for the month of January."

Those losing money outside the bushfire zones were also unable to claim business interruption insurance because they had not been directly impacted by the fires, Ms Mariani said.

"When these communities are ready, the best thing the public can do is come back and visit," she said.

Earlier this week, Prime Minister Scott Morrison asked tourists to consider operators when asking for refunds for cancelled bookings.

"If you're in a position to do so, then why not even let them keep it or, indeed, arrange for another time when you can take it up and come back and visit," Mr Morrison said.

"Australia is still a wonderful place to come and bring your family and enjoy your holidays."