Devastated locals and tourists have shared tributes online to the popular attraction, recalling nostalgic moments and family memories made at the former Leyland Brothers World.

“Terrible news. Of all the s***house roadside stops, this was one of the best,” Peter Barrytown shared on Facebook, while Nathan Boyd said, “There goes our next roadtrip.”

Dozens of firefighters were called to the petrol station at North Arm Cove on the Pacific Highway on Tuesday night after fire took hold.

Officers from Port Stephens-Hunter Police District attended and commenced investigations.

A crime scene has been established and police are urging anyone with information to come forward. The cause of the fire is yet to be determined.

The NSW Rural Fire Service said 18 fire trucks were used to fight the fire.

“The structure is completely alight and crews are protecting fuel storage facilities on site,” a spokesperson said shortly after 8pm. “There have been no reported injuries.”

A nearby camp was evacuated.

Video footage from the scene shows large plumes of smoke billowing from the roof of the structure. Several vehicles are parked out the front and flames are visible throughout the entire building.

The fire started about 7.15pm and took some time to be contained.

The site opened in 1990 as Leyland Brothers World with a replica of Uluru and several rides, a student camp and a museum. Brothers Mike and Mal Leyland reportedly went bankrupt after pouring more than $1 million into it. It was sold at auction in 1992.

The site of the former movie studio continued as an outdoor recreation centre, according to its official website.

It was purchased in 2009 and developed into the Great Aussie Bush Camp, an operation that caters to more than 45,000 children each year.