This insights post is a summary of the blog post published by DEVENEY. View the full insight at: Resilience Amidst Adversity: Tourism Recovery Post-Violence
It has become more common that news of any tragedy or violence in a tourist destination will get widespread news coverage.
Tragically, tourism and violence intersect far too often.
When this happens, it usually has a profoundly affects a destination’s image and economy. However, there is also an emotional resonance with visitors that needs to be considered. The eclipsing of a destination’s image by violence is a serious issue that requires immediate attention.
How can a destination recover?
It is how these destinations respond to violence determines whether its effects are fleeting, temporary, lasting, or terminal.
With decades of experience working with destinations, Deveney has seen how communities can face seemingly insurmountable odds and emerge better, stronger, and more successful. It is by deploying the right strategies including:
- crisis communication plans
- coordinated messaging strategies
- community engagement initiatives
- safety enhancement measures.
Tips for Dealing with Tourism Impacts
With its inherent resilience, handling the situation with the right strategy gives the tourism industry hope in the face of adversity. Insights and strategies to navigate the complex landscapes in which destinations can find themselves, drawing on real-world examples and proven approaches. The following advice is based on what New Orleans has recently done, weighed with the lessons and examples of other relevant events.
- Perception Is Everything: The Psychological Impact: Violence immediately focuses perceptions on safety. Recovery depends on proactive and consistent messaging. Communicating enhanced safety measures while celebrating the destination’s identity helps rebuild trust.
- Preparation: The Key to Success: Media training, segmented spokespeople, messaging platforms, media policy, social media policy, audience analysis, tabletop exercises, and phantom websites are the start to the list. Leadership is crucial in crisis management. Having leaders who have managed such challenges before and have raised the needle on intent to visit a destination following a widely promoted crisis is invaluable.
- Resilience in Action: The Industry’s Collective Memory: Tourism’s ability to rebound from tragedy lies in its capacity for collective memory and solidarity. Successful cities have demonstrated that reframing a narrative toward resilience and solidarity can energize recovery efforts.
- One-Voice Strategy: Stay on Message: Make sure the message is consistent no matter where it is coming from.
- Economic and Social Recovery: Tourism as a Tool: Tourism can be more than just an economic driver—it can be a powerful tool for healing. For example, New Orleans leaned into its cultural vibrancy to reignite interest after Hurricane Katrina.
- One-Size-Does-NOT-Fit-All: Context-Specific Responses: Each city’s challenges are unique, requiring tailored solutions. Don’t try to copycat the message because it takes authentic connection to make the message work.
- Turn the page: change the narrative to change public perception: After a situation that makes travelers question and reevaluate a destination, a large part of the recovery is getting back to work as a destination. It must demonstrate that people can and should visit and will enjoy a visit.
Marketing professionals and tourism leaders have the power to help communities turn tragedy into triumph. By addressing safety concerns, emphasizing cultural identity, and inspiring emotional connections, we can guide destinations in implementing these strategies, helping them not only recover but thrive.
To get more details and insights, read the full post at: Resilience Amidst Adversity: Tourism Recovery Post-Violence.
