Hanmer Springs businesses are desperate for tourists to visit after a large drop in numbers following Monday's 7.8 magnitude quake.
The quake was centred about 25km southeast of Hanmer Springs, but despite its proximity, the village suffered very little damage.
Hanmer Springs Thermal Pools and Spa general manager Graeme Abbott says there's been a noticeable drop in visitors.
On a "normal day", he would expect between 500-600 visitors, but on Tuesday he only had around 150.
"It's gradually climbing up but still nowhere near what we would usually expect," Mr Abbott says.
"The reality is we had a major earthquake here and power outages and road closures so people couldn't get here, but that's all cleared up now."
Mr Abbott says there is no need for people to stay away from Hanmer Springs.
"The village is undamaged. All the businesses are open."
He's hoping the forecasted good weather this weekend will attract people
Hanmer Holiday Homes owner Jason Fletcher has been calling his customers to explain the village is still open for business.
"We have been copping a fair bit of the fall-out from the fact that people are scared of north Canterbury area," Mr Fletcher says.
He says media and politicians are partly to blame for that perception, and is urging people to "keep coming".
"Earlier today Gerry Brownlee...unfortunately kept mentioning Hanmer Springs in the same breath as he spoke of Kaikoura and Waiau. They're opposite ends of the spectrum.
"His comments don't help our cause."
Mr Fletcher says the aftershocks shouldn't put people off, saying they are becoming less frequent and less strong.
"I only felt one this morning."