How Can Destinations Restore Confidence After a Crisis?

It's never easy to bring business travellers and tourists back to destinations after a crisis. Here are some destination management strategies.

  1. Candid reports and travel advisories.
    This builds the trust to restore confidence. Japan National Tourism Organization (JNTO) issues:

    Japan Travel Advisories
  2. Clear maps indicating the distance between "hotspots" and resort areas.
    The Jamaica Tourist Board did this effectively in 2010.
  3. Familiarization trips for journalists and prospective corporate incentive travel clients.
  4. Familiarization trips for conference planners.
  5. Special airline and hotel promotions for corporate meetings, incentives and group travel.
    These should be valid for incentive travel and retreats completed within the first 6 months after turmoil has subsided.
  6. Trade shows and advertising.
    TV commercials with famous nationals are powerful. Toronto used Canadian celebrities in tourism commercials after SARS.

    These commercials weren't a response to a crisis but they demonstrate a celebrity's brand impact.

  7. Roadshows or a seminar series.
    Japan is offering seminars across Canada during the month of June, 2011.
  8. New cultural fairs or arts festivals.

    Toronto: Luminato helped bring tourists back to Toronto after SARS.
  9. Special rates for residents to stay at hotels.
    After SARS, a special tourism coalition designed a strategy that included offering special promotions at Toronto hotels, Toronto restaurants, and attractions in Toronto to residents and visitors.
  10.   Leverage the power of social media.
    Give prospective visitors instant access to information and answers.


Next week, we'll discuss the role that corporations can play in helping destinations recover after a crisis.

What other strategies are destinations, hotels and resorts using to restore confidence after a crisis?

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