It's a sentiment that binds Blue Mountains residents together regardless of which village they call home: "This aint the city".
The rallying cry is the title of a new book that aims to kickstart our recovery from both bushfires and COVID-19 by getting locals to explore their own backyard.
The team behind the 176 page book has launched a crowdfunding Kickstarter campaign to secure its publication later in the year. This aint the city shines the spotlight on Blue Mountains experiences from bushwalking to trail running and canyoning as well as its cafes, restaurants, places to stay and colourful locals.
The publication is a labour of love by the successful #lostmtns brand, a group of Blue Mountains residents who have built a strong following promoting the area via their online platforms - all while closely guarding their anonymity.
The group gained international prominence from the likes of CNN and the Guardian in December last year for its dramatic footage of a bushfire climbing a cliff face in the Grose Valley.
"This is going to be a great missile in the Mountains' artillery to remind people that we live in a world heritage listed national park and they don't need to travel anywhere else," said one of #lostmtns' founders.
Or as they write in the book's foreward: "We hope this book motivates you to put down the remote, get off the sofa, dig deep into the #lostmtns, support the locals and create some of your own experiences."
Its stunning images should certainly help achieve this goal. Breathtaking shots from internationally recognised outdoors photographer Simon Carter feature among its pages as well as the work of well-known Blue Mountains snapper, Adam Scarf.
David Smith, of graphic design company Solitary Fox, has designed the publication and hopes it will motivate locals to see more of the Blue Mountains - and then tell their city friends about us.
"Even if you have lived here for 20 or 30 years, you can still find new spots all the time if you want to," said the Wentworth Falls resident.
Supporters of the Kickstarter campaign can pledge at a range reward levels from simply securing a copy of the book before its general release to joining an exclusive Blue Mountains experience with the #lostmtns team and a qualified guide.