AbstractCoral reefs are increasingly affected by climate-induced disturbances that are magnified by increasing ocean temperatures. Loss of coral reefs strongly affects people whose livelihoods and wellbeing depend on the ecosystem services reefs provide. Yet the effects of coral loss and the capacity of people and businesses to adapt to it are poorly understood, particularly in the private sector. To address this gap, we surveyed about half (57 of 109) of Australian reef tourism operators to understand how they were affected by and responded to severe impacts from bleaching and cyclones. Reef restoration and spatial diversification were the primary responses to severe bleaching impacts, while for cyclone-impacts coping measures and product diversification were more important. Restoration responses were strongly linked to the severity of impacts. Our findings provide empirical support for the importance of response diversity, spatial heterogeneity, and learning for social-ecological resilience.