The Alice Solar City (ASC) project was one of seven under the Australian Government’s Solar Cities Program. This paper investigates the actual and potential multi-dimensional impacts of the Alice Solar City project on the local tourism industry in Alice Springs. The results suggest that the ASC project was not a tourist attraction. There was a positive contribution from the ASC to the image of the town as well as significant impacts, both economic and non-economic, on the local community. The Solar City project made a positive contribution to the environmental sustainability of the whole tourism industry in the region. Nevertheless, the project had a minimal impact on attracting tourists or persuading them to extend their stay in the town. The indirect and/or non-economic impacts of the ASC possibly could have been turned into a positive contribution to the increase in tourist numbers and tourist nights, but this required a basic re-ordering of the town’s tourism “brand”.