After much of the idyllic, picturesque surrounding bushland had been ravaged by bushfires, Emirates One&Only were faced with a massive challenge. How do you encourage guests back? How do you  promote a 5 star resort now surrounded by charred bushland?

Rather than ignore or downplay the devastation, they chose to lean into it. In fact they promoted it as a rare opportunity to witness the fascinating regeneration process of the Australian bush up close and personal. It was billed as a remarkable display of the resilient Australian spirit. Guests learnt about the curious wonders of bushfires and regeneration. How they play an important role in biodiversity and how some species even take advantage of bushfires to germinate. The conservation managers and field guides spoke of Indigenous fire management and how as a business they were helping the land heal.