ECHUCA Moama is a community divided, as the New South Wales border closure devastates half the destination's accommodation providers.
Tourists left the twin towns on the Murray River in droves after the border closure was announced on New Year's Eve, for fear of being stuck interstate.
Victorians have since been flocking back to Echuca, with accommodation providers busy ahead of Australia Day.
But resorts and clubs just across the bridge in Moama area are almost empty during what would usually be their peak tourism season.
Echuca Moama Tourism is reaching out to residents in border communities - the only Victorians able to cross the NSW border and return without needing a permit - to support providers on both sides of the river.
Echuca Moama Tourism chief executive Kathryn Mackenzie said residents had always considered the two towns to be one community.
"We've learned quite harshly in this 12 months that the border coming down along the river really does make a difference," Ms Mackenzie said.
Thousands of people would usually cross the bridge between Echuca and Moama to eat and stay and play during a summer holiday on the river.
Moama has the larger share of the destination's accommodation capacity, while Echuca has more of the retail and hospitality scene.
Combined, the towns can accommodate more than 10,000 people. Ms Mackenzie said Echuca's capacity was about 4000.
Ms Mackenzie said Echuca Moama was only able to trade as a destination for 14 weeks of 2020.
"No business can sustain that with no visitation," she said.
"We're just appealing to the region to keep one of our vibrant tourism destinations alive."
She said many of the visitors who would usually be in Echuca Moama at this time of year came from Geelong, Ballarat, Gippsland and Melbourne.
Some had rebooked in Echuca, being unable to travel to Moama.
"We're basically fighting with our hands tied behind our back," Grant Casbolt, president of the Echuca Moama Accommodation Association, said.
He was concerned the border closure might make people think twice about holidaying in the community in future.
Mr Casbolt said there were fewer people visiting the area than there would usually be, even though accommodation providers in Echuca were busy.
"It's affecting a lot of people," he said.
He had been encouraging people who lived in border communities to consider booking in Moama whenever he wasn't able to accommodate them at his business.
Murray River Paddlesteamers passenger services manager Joshua Burgess said the business was seeing more patronage from people doing day trips.
"We've had a lot of people saying I've heard of Echuca but I've never been here before," Mr Burgess said.
He said passenger numbers on paddle steamers had been pretty consistent for the past couple of weeks and was not significantly dissimilar from this time last year.
"It's not to say it hasn't gone down, but it hasn't had a dramatic effect," Mr Burgess said.