This paper discusses chaos theory and provides a brief description of chaos and complexity theory. It notes past applications in tourism research with specific reference to the work of Russell and Faulkner relating to Australia's Gold Coast. In this paper, the concept is discussed with reference to regional tourism organizations in New Zealand. Both cases provide examples of complexity, attractors and dampeners, and feedback loops that limit change. It is suggested that one important contribution of chaos and complexity theory is that it provides a language to help identify the components of, and change within, a social system. The paper concludes that inherent in a complex system lies the notion that truly complex social phenomena embrace the linear, stable and predictable along with change, the dynamic, new, and unpredictable and even symbolic meaning.