ABSTRACT
The Port Arthur massacre was a stark contrast to the clean, green and peaceful image successfully promoted by Tasmania's state and regional tourism authorities. Tourism Tasmania's immediate response was to undertake a brief moratorium on media promotion of the state and Port Arthur in particular, primarily because it would be seen as counter-productive while the state was under intense media focus for reasons which were anything but conducive to tourism. Overall, the Tasmanian tourism industry's management of the Port Arthur massacre is an exemplary role model in managing a one-off crisis. The Port Arthur massacre proved to be a severe challenge for Tasmania's tourism authorities and the Tasmanian tourism industry. Tourism Tasmania's management of the Port Arthur massacre was of interest to many of the delegates who were facing their own destination marketing crises. The pries; and value-added incentives in the months following the Port Arthur massacre successfully stimulated domestic tourism to Tasmania.
