The main industry of the town at the beginning of the 21st century is tourism, with much focus on the autumnal colours of the European trees planted in the area. A major cultural event is the Bright Autumn Festival. Due to the number of Paragliding and Hang Glider launch sites close to Bright, the town has been a centre of activity for Paragliding festivals and competitions.
Bright is also a popular family destination over summer and the population swells, particularly after Christmas. During the summer months Bright enjoys consistently warm, sunny days with comfortable overnight temperatures.
The town is close to the Victorian Alps, and various Alpine national parks including the Mount Buffalo National Park.
Mt.Feathertop, Mt.Bogong and Mt.Hotham are also near the township. At 1986 metres Bogong is the highest peak in the state of Victoria, Feathertop is the second highest at 1922 metres above sea level.
The Railway Station has been preserved as a local history museum. Although trains no longer run from the township, the 95km ‘Rail Trail’ allows cyclists to travel the same route that train passengers would have travelled via the townships of Myrtleford, Beechworth and Wangaratta.