The lure of Warrnambool as a destination of choice is providing traders in the city centre with a busy summer holiday period.
Retail manager at Direct Chemist Outlet in the Target Centre Rachael Earls said the business was experiencing a strong start to 2020.
"It's been really busy, it certainly picked up coming into Christmas and it has continued on," Ms Earls said.
"We have had a lot of visitors come in.
"Items like toiletries, moisturisers, sunscreen, things people need when they are on holidays, have all sold well.
"We have also had an increase in the amount of scripts.
"This time of year is usually pretty busy and that has been the case again this year."
Sarah Wise from Taking Shape, a women's clothing store in Koroit Street, said the bushfires in other parts of the country were having an affect on Warrnambool.
She said the city had been a preferred holiday destination for many.
"I was talking to a family from Melbourne who had come to Warrnambool because they just needed to get away from the smoke and find some clear air," Ms Wise said.
"We are hearing those sort of stories a bit, Warrnambool is certainly an attractive option for people who may have previously holidayed in other parts of the state that may now be affected by the bushfires.
"I think Warrnambool being named Australia's most livable town has had a positive impact as well."
In Liebig Street, Tania Ludeman from Facet@124 jewellers, said the city's main street had been busy.
"People are returning to Warrnambool because they enjoy what it has to offer," Ms Ludeman said.
"That has a good impact on trade in the CBD."
While many businesses reported positively on their summer trade, there were some in Liebig Street who believed the strong start to 2020 could be even better if changes were made to parking.
One business owner told The Standard Warrnambool City Council needed to review its parking fees, with making parking free or reducing costs the preferred options.
Another said the amount of parking available in Liebig Street was proving restrictive, as was pedestrian crossings at roundabouts, which the trader said was causing congestion and making coming into the CBD less appealing.