This paper considers the feasibility of setting up a tourism-focused glass-bottom boat business on Magnetic Island, Townsville, Australia. The success of a tourism venture is dependent on an understanding of the market. However, it is not unusual for tourist destinations and businesses to commence operations and undertake promotion without first establishing the size of the market and the overall viability of the venture. This paper reports on a survey of domestic and international visitors to Magnetic Island with respect to the feasibility of setting up a low environmental impact glass-bottom boat business. The survey established that while such a business would be viable on Magnetic Island, from other perspectives the business might not be. Four alternative options are considered.