Even in the midst of the horrifying bushfire crisis, South Coast residents, tourism operators and businesses are staying strong, even launching a new campaign on Wednesday night called "Love the Bay".
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It is the brainchild of the Batemans Bay Business & Tourism Chamber.
The campaign includes a Love the BayBB Facebook page and Instagram handle - @LoveTheBayBB - for locals and regular visitors to share what they love about the area. There will also be branded stickers for shop windows and cars. Local identities will also be profiled to speak about why they love Batemans Bay.
Chamber president Alison Miers said it was another way to celebrate the area.
"We all know we love where we live. From our favourite beaches, to our favourite shops, parks and recreation areas, there are just so many reasons to love the Bay. From the town centre, to the foreshore area and all the businesses in between, the Bay remains a place for locals to interact in community areas, shopping centres, green spaces and beaches," Ms Miers said.
"The current fires are motivating us even more to Love the Bay, to stay strong as a community, to appreciate what we have, and to pull together."
