Comedian Adam Hills, who stars alongside Kylie Minogue in the $15 million ad which aired on British television ahead of the Queen's message on Christmas Day, says visitors should "check out the South Coast".

In a Twitter post, replying to a London woman seeking recommendations for travel in 2021, Mr Hills spruiked the "gorgeous" area.

"It's a little known treasure, and after this year's bushfires, they'll need your tourist dollar to help rebuild," he said.

"Nowra, Berry, Kiama, Ulladulla... all gorgeous.

"Eat good cheese at Bega. Play golf at Narooma. Have lunch at Berry..." he continued. "Don't forget the [Kiama] blowhole."

The ad, pitched at Brexit-weary Brits, features Mr Hills and Ms Minogue singing "Matesong" which encourages them to leave their worries behind and visit Australia's wildlife, white-sand beaches and country pubs.

It's the most expensive UK tourism pitch in more than a decade. It received criticism from some Australians, who questioned its release amid the bushfire crisis.

With summer the busiest time for most Shoalhaven and South Coast towns, slower trade due to the fires will have a devastating effect on local economies this year.

But with roads still closed, a heatwave forecast in the lead up to New Year and fire behaviour dependent on the changing winds, the message from emergency has been to reconsider travel.

Destination NSW has said people "are encouraged to maintain their travel plans and bookings over the Christmas and summer period, but should be vigilant and seek the most up-to-date information prior to departure."

Businesses in towns like Bawley Point and Batemans Bay, which have been affected by the Currowan fire, have urged visitors to come once the fire threat has passed.