A meeting of tourism operators in Tauranga on Tuesday night was told the Rena disaster does not necessarily spell doom and gloom for the industry.
About 100 business people attended the meeting.
Tauranga Chamber of Commerce chief executive Max Mason says tourism operators could have a normal summer season if the disaster is resolved in the next six weeks.
He says the worldwide publicity about the Rena could be turned to Bay of Plenty's advantage if the salvage operation is successful.
Mr Mason says hotels in Tauranga are currently doing very well from the influx of media and salvage teams.
But, marine businesses like chartered fishing companies are suffering due to the exclusion zone around the ship.