CANBERRA - The death of Crocodile Hunter Steve Irwin has shocked the nation's tourism industry, Tourism Australia chairman Tim Fischer says.
The 44-year-old television star and Australia Zoo owner, killed by a stingray while filming a documentary in far north Queensland today, was one of the world's best known Australians, particularly in the United States.
Today, tourism chiefs were shocked at the loss of a popular ambassador for the nation.
"I am shocked. I think everyone in the tourism industry is. Across Australia there will be real shock at this," Mr Fischer said.
"A man in the prime of his life, a great family man, a great ambassador has been struck down."
He said Mr Irwin had made a huge, direct and generous contribution to many projects associated with Tourism Australia, including the G'Day LA 2006 campaign.
"They will be big shoes to fill as the marketing ambassador he was, I might add, generously donating his time free of charge," Mr Fischer said.
"He was a great Australian.
"In LA last January he couldn't have done enough. He was just terrific."
Mr Fischer said he did not think that Mr Irwin's horrific death would deter tourists from visiting Australia.
"I don't think there will be any impact arising from the increased profile of danger which obviously exists around the coastline of Australia from time to time and inland Australia from time to time from wildlife," he said.
"I do think that it's very sad that this has happened. But all tourism realms have these difficulties from time to time, be it avalanches from melting snow or whatever."
The Australian Tourism Export Council said Mr Irwin's death was a huge loss for the industry.
"Not only was Steve Irwin a true Aussie icon, he was a fantastic ambassador for Australia and particularly for Queensland," ATEC managing director Matthew Hingerty said.
"His work in promoting the region, in working tirelessly on nature conservation issues and in building Australia Zoo into one of Australia's "must visit" attractions was a true inspiration to the tourism industry.
"The influence of the Crocodile Hunter name across the world contributed in bringing millions of tourist dollars into Australia and in employing hundreds of Australians."
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