[InTheHood]

Tributes are flowing in for naturalist and TV star Steve Irwin who has died after a diving accident off far north Queensland.

Politicians, tourism industry figures and members of the public are expressing sympathy for the family and friends of Irwin, who was stung through the heart by a stingray while diving off Port Douglas.

Federal Opposition Leader Kim Beazley says Irwin was a great ambassador for the country.

"This is terribly, terribly tragic news. It spread through the Parliament like wildfire at Question Time and I know I speak on behalf of my parliamentary colleagues on both sides of the chamber when we express our deepest condolences to Steve's wife Terri and all the family," he said.

Deputy Prime Minister and Nationals leader Mark Vaile has praised Irwin for his contribution to wildlife conservation.

Mr Vaile says he was a tremendous fan and says Irwin made an amazing contribution to business and conservation.

Queensland Premier Peter Beattie says Irwin was a fine ambassador for his country.

"He was a great Australian, he was obviously a great Queenslander, but he put Queensland and Australia on the international map," he said.

"I mean I can remember going to the United States where people would not know the Prime Minister of Australia but they knew Steve Irwin."

Industry in shock

One of Australia's major tourism groups says the country has lost a magnificent ambassador.

Christopher Brown from the Tourism and Transport Forum says Irwin touched the lives of people around the world.

"It's almost an ironic confirmation of his life. He wasn't fake. He was really out there doing that stuff. He didn't have stunt men. He didn't have camera tricks," he said.

"He was out there interacting one-on-one with a camera at his side, bringing nature to the world, and it's a sad irony but for a guy who's spent his life trying to protect nature, eventually his death was caused by it."

The Australian Tourism Export Council says the industry is in a state of shock.

Managing director Matthew Hingery says Irwin was a fantastic ambassador for Australia and particularly for Queensland.

He says Irwin was known across the world and his work helped to bring millions of tourist dollars into Australia.

The director of Alice Springs Reptile Centre says Irwin helped boost the business of reptile parks across the country.

Rex Neindorf, who worked with Irwin in Alice Springs, says his death will come as a shock to the industry.

"His work bringing reptiles to the attention of everyone around the world is what has brought reptiles to the front of everyone's mind, so for small parks like mine, we've definitely had a lift from his work over the years," he said.

'Absolute shock'

Queensland radio talkback callers have expressed their sadness at the news of Irwin's death.

"This whole area will be in absolute mourning and shock," said one caller.

"I've just gone down to the zoo to place flowers at the front entrance and the staff look so devastated," said another caller.

"I guess in a way, as sad as it is, what a lucky man because he did, he went doing what he absolutely loved and lived for," added another.

Irwin is survived by his wife and two children