The Greater Port Macquarie Tourism Association hopes tourists will continue to turn out and support the region despite the cancellation of one of its premier sporting events.
On Tuesday, July 7 organisers pulled the pin on Ironman Australia going ahead in September, citing the ongoing COVID-19 pandemic.
Association president Janette Hyde said while it's extremely disappointing Ironman won't go ahead in 2020, it's also understandable given the health risks associated with proceeding.
"It's very sad because they're (athletes) so dedicated and they train all year," she said.
"We just have to look forward to them coming next year."
Mrs Hyde said she's hopeful many businesses will be able to recover, despite taking such a hit in 2020 with the impact of bushfires, COVID-19 restrictions and now the cancellation of Ironman Australia.
She said the July holidays have indicated tourists are supportive of the greater Port Macquarie-Hastings region.
Similarly, Mrs Hyde is hoping a bumper September school holiday period might offset some of the loss of revenue due to Ironman Australia being cancelled.
Milkbar cafe is situated near the headland at Town Beach, which normally sees a lot of spectator action during Ironman Australia.
Brooke Stevens from the cafe said the business has recently employed six new staff members. They have been overwhelmed with support coming from visitors and locals, amid the easing of COVID-19 restrictions.
Brooke is hoping support from people will continue throughout the rest of 2020 but is expecting it will be less busy in September, given Ironman Australia won't be on in town.
Government subsidies, including jobkeeper and jobseeker are also due to cease in September.
Brooke said this might impact how much people are willing to spend in the community.
General manager of Beach House Holiday Apartments, John Spencer said while they've received a number of cancellations due to Ironman Australia, he's still expecting a busy September holiday period.
Mr Spencer said at the moment people are continuing to travel within the state, given the border closures due to COVID-19.
He said Port Macquarie is sitting in a pretty good position.
The Stunned Mullet's Lou Perri said it's a shame Ironman Australia won't go ahead in 2020, as it plays an important role in building awareness and the profile of the Port Macquarie-Hastings region.
However, he said it's critical, given the uncertainty around the unfolding COVID-19 health pandemic the community stays safe.
Mr Perri said anyone in the people business will face significant financial and emotional uncertainty until the virus is under control.