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Understanding the impact of bushfires on tourism operations in Australian national parks andregional communities is of growing importance, with evidence of their increased frequency andseverity linked, in part, to climate change. This is particularly critical for Australian alpine regions,given their greater emphasis on the summer season in the wake of lighter winter snowfalls. Thisarticle focuses on management issues and challenges of maintaining tourist operations within theVictorian Alps post-bushfire, including operator reactions to the bushfires and their subsequentimplementation (or not) of crisis management and disaster recovery strategies. It is based on aqualitative study involving semistructured interviews with 13 tour operators based in the Mt. Bullerand Alpine National Parks. Findings of this study suggest that the majority of operators will experiencesome impact on their business after the fires, albeit to different degrees, and point to a paucityof forward recovery planning. Operators expressed their concerns about prolonged negative mediaattention about the fires, but did not have strategies in place to deal with this issue proactively.There appears to be scope for assisting operators on the ground with disaster recovery, includingthe provision of more positive and timely media communication.

In the Line of Fire: The Challenges of Managing Tourism Operations in the Victorian Alps