The federal government has advised Australians not to travel to China, Iran, Italy, and South Korea because of the coronavirus.

Prime Minister Scott Morrison told reporters on Thursday health officials should also consider extending the travel ban to all of Europe.

Midland Travel & Cruise owner Jessica McIver said the travel bans have really affected her business in Kyneton.

"We've never seen anything like this," she said. "A lot of people are cancelling or postponing. There's a real drop in the number of people coming in to book new holidays.

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"Europe is a very big market for us. The majority of people cancelling are my Europe-based travellers.

"The majority of people that are cancelling also have medical backgrounds that would make them at a higher risk of coronavirus, so they're obviously concerned.

"Some of my clients have postponed because work has advised they would need to self quarantine for 14 days when the return from overseas. They say they can't afford having extra time off work."

Make It Travel Bendigo owner Sara Doyle said while some of her clients had cancelled coming trips, many have chosen to postpone while they wait for further advice from officials.

"The industry is really hurting," she said. "So we want people to still travel, but not put themselves in danger. We need to reassure people there are options.

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"Airlines and tour companies are allowing people to change holidays."

Travel & Cruise Castlemaine owner Fiona Oliver said her business was also encouraging travellers to consider other plans.

"Our aim is to either put minds at ease or look up alternative options," she said. "There are still plenty of countries that you don't require isolation from.

"There's a lot of information from official sources that you can check prior to planning a trip.

"So it's just about being smart and informed about where you're going. That's the main thing we're portraying to clients."

Mrs Doyle said those who were concerned about international travel could look at places closer to home.

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"If you still want to travel, just travel within Australia," she said. "Australia needs your support at the moment, especially after the bushfires.

"Or you can go to the cities where people are not affected. Most of the South Pacific hasn't been affected. The flights are dirt cheap and you'll be able to support the locals there."

Travel insurance was also an important thing to keep in mind for travellers.

"It's a really hard one," Ms McIver said. "Every policy is different so you have to speak to the individual companies.

"A lot of them don't cover pandemics, however that can change if the government puts up a do not travel order."

Ms Oliver said travellers needed to be smart about their trips.

"Always trust in your local travel agency," she said. "Always be informed and get correct information before making a decision. Don't buy into the hype factor."