COVID-19's impact on Griffith's tourism industry has so far been estimated at over $4 million over three months.
The figure has been calculated through the cancellation and postponement of events as well as fewer visitors arriving in the region.
According to data published by Griffith City Council's visitor information centre, only 459 people visited in Griffith between March and May in 2020 - compared 3045 in the same time last year.
Over 62 per cent of the visitors in 2020 between March and May were from NSW, followed by 12 per cent from Queensland and 10 per cent from Victoria.
As the impact of the COVID-19 pandemic has become clearer, restrictions have been loosened, but not enough to prevent other events planned for this year to be cancelled, postponed or downsized to comply with public health guidelines.
Council's tourism committee chairwoman Christine Stead said Spring Fest would be modified to become virtual.
Councillor Stead said the opportunity was there for tourism operators to promote themselves digitally ahead of when visitors are allowed to travel again.
"Marketing campaigns are the big thing to get people to come to this area, because of COVID everyone is online and it's a platform for digital tourism," Cr Stead said.
"It means that in 2021, we can take advantage of people who can plan their trips around their own area."
She said many people did their own research ahead of planning a weekend away or something longer and it was important that potential visitors - both locals and tourists, could see the appeal of what tourism operators offered.
Destination Riverina Murray executive officer Richie Robinson said tourism and related businesses needed the support of local people "now more than ever".
"Making plans to spend your time and money locally could be the reason many of these businesses are able to push through and continue trading," Mr Robinson said.
"Being a tourist within your own community or travelling to other areas of NSW is the best way to help the tourism industry recover and will also ensure you stay safe during this uncertain period," he said.
"NSW offers a huge range of world class experiences and now is the time to Love NSW."
For businesses that wanted to take a pro-active approach, Mr Robinson said getting in contact with customers about when they opened and the health guidelines that were in place could beneficial.
"Many businesses have shifted to offer an online only booking system and they are reporting that this has helped to not only manage visitor numbers and to operate within the guidelines, but also to manage staff numbers and ensure customers are getting a great experience when they visit," Mr Robinson said.
"The Riverina Murray region has a huge range of great experiences that locals are often unaware of, so now is the perfect time to go and explore your own backyard."