The chair of Bay of Plenty Tourism says the grounding of the Rena leaves many businesses and accommodation providers struggling this festive season.
The vessel became wedged on Astrolabe reef, 12 nautical miles from the Tauranga coast, on 5 October.
Graeme Marshall says it happened just as people were looking to confirm their Christmas plans.
Mr Marshall told Radio New Zealand's Insight that 51% of local operators say they are worse off since the ship ran aground.
He adds however that "generally those who love this place, from all over New Zealand, are starting to realise that the initial impact has been so well handled that it's not a danger any more".