Anthony Osborne spoke to ACM in the wake of Prime Minister Scott Morrison's announcement last week of a range of destinations to benefit from government-subsidised airfares.

The initiative was designed to help regional economies recover from bushfires, COVID-19 lockdowns and border closures by promoting interstate travel.

Merimbula is the only location in NSW included on the list, with the only connection serviced by Rex and QantasLink from here the Merimbula to Melbourne (Avalon) link.

While some have argued Sydney should have also been included and would have also been an attractive possibility for Bega Valley visitation, Mr Osborne was not too concerned.

"We're a much bigger brand in Melbourne [the Sapphire Coast], there's a lot more awareness down there.

"There's already a lot of interest to travel to this region, people have family members here or holiday homes.

"It's a lot easier to convert people to a trip."

There were also other positives on which to focus.

"Qantas, in particular, is a new carrier and this is a good way to market that new service," he said.

"Particularly following the bushfires and the border closures, there's a real benefit to being on that list.

"It's like the stars are aligning a bit for us."

Mr Osborne downplayed concerns the Far South Coast may have capacity issues if a host of travellers descended on the region chasing half-price flights.

"I don't think we'll have capacity issues on the back of this.

"We're coming up on the shoulder period. Maybe Easter is already booked out, but from May onwards there's enormous capacity.

"The cuts from COVID, bushfires and the border closures...those cuts were so deep this has to be part of a long recovery.

"It's not a matter of 'pack your bags, they're good now'."