Corangamite Mayor Neil Trotter said driving down the coast recently was similar to what it was like 20 years ago when the tourism industry relied mostly on the domestic market.

"For three months over the winter there was virtually no trade and it's pretty similar to that now," he said.

Cr Trotter said the domestic market would not make up for the loss of the international market anytime soon.

"It's going to put a lot of pressure on businesses, especially accommodation providers and food premises along the coast," he said.

"There's a lot of concerns especially for some of our accommodation providers that have been catering exclusively for the international market, they're finding it really tough and they will for a long time."

Cr Trotter said there were predictions it could take four-to-five years for international visitors to return to the Great Ocean Road.

In the 12 months to March 2019 a record 245,000 international tourists holidayed along the Great Ocean Road.

Tourism Research Australia data showed there were 987,000 visitor nights in that period and there was $113 million spent in the region.

Cr Trotter said everyone in the country was competing for the domestic market.

"The worrying point is that we've got a long way to go yet," he said.

Timboon Fine Ice Cream's Tim Marwood said it would be devastating for many businesses if international visitors didn't return for four-to-five years.

He said the difficult period had forced many to redevelop their business models.

"We do a lot of events and I can't see that returning for 12 months," he said.

"Honestly at the beginning I thought we'd be back in the game by September but now I'm dubious with what's going to happen."

He said together with other businesses through the 12 Apostles Food Artisans and the Corangamite Shire they would look to promote the region and engage locals to support them.