LAUSR

ABSTRACT The publically documented decline in health of the Great Barrier Reef (GBR) has led to its labelling, in media and academic literature, as a last chance tourism destination. That is, a place tourists travel to experience before it is gone. While the GBR has been labelled as such, no empirical evidence has identified that this is actually occurring. This article explores if tourists are motivated to visit the GBR to see it before it's gone, and examines the level of concern tourists have about the range of issues that are threatening the GBR. Drawing on 235 questionnaires with on-site tourists, the results indicate that tourists are seeking travel to the GBR in a bid to see the reef before it's too late. These tourists – identified as “seeking a last chance experience” – were also found to be more environmentally conscious, and have a higher level of concern about the overall health of the GBR. In terms of threats to the GBR, respondents indicated that they were mainly concerned about coral bleaching/disease and climate change, with tourism only considered as a moderate to low concern. The implications of this are discussed.