The Rena grounding is an opportunity to build community spirit and attract more visitors from within New Zealand and overseas, Tourism Bay of Plenty chairman Graeme Marshall says.
He told the organisation's annual meeting that Tauranga has been thrust on to the world stage, for the wrong reasons "but we are there nonetheless".
Mr Marshall said the challenge is to harness the pride and passion and resilience of the people in this region, and to turn the world's attention into future visitors to New Zealand and Bay of Plenty.
"We need every citizen in this community to become an ambassador to communicate the pride and passion that exists here. Never has the scene been set for us so emphatically," he said.
Mr Marshall, who is also Port of Tauranga's commercial manager, said the region was shaken to its core by the Rena grounding.