This article highlights a new research theme on how a no-escape natural disaster (NEND), such as Taiwan's earthquake of September 21, 1999 (dubbed as 921), impacts tourists’ trip decision. Nearly four years after the 921 event, a survey investigated the changes of tourists’ decision-making to the area mostly affected by the disaster. Expected negative effects on travel decisions were found. Surprisingly, a tourism boom in the affected destinations was documented. The possible reasons for recovery are discussed. Furthermore, comparing the consequences of another NEND event – December 2004 tsunami, the study suggests practical research agendas in rejuvenating NEND-impacted tourism destinations. Lastly, it is recommended that future research might center on the safety issues of travel destinations.