Risk & Crisis Management in Tourism Sector:
Recovery from Crisis
in the OIC Member Countries
147
6.4.5. Recovery Phase – Mid-term
 Once the needs of existing and pre-booked customers have been taken care of,
businesses should turn to potential future customers, some of whom may have been
considering a visit but are being deterred by sensationalist media coverage. Another
category is people who may not have heard of the destination prior to the crisis event
(or may not knowmuch about it) but the media coverage has aroused their interest and
created a desire to visit.
 Businesses should ensure that their website, Facebook page, other social media
channels under their control and relations with external media are all regularly updated
with messages about the situation and the recovery phase. Comments should be light
and positive and should focus not only on the business in question but include other
local businesses – this demonstrates that there is an active, cohesive and attractive
destination which is still worth visiting.
 The heightened interest in the destination is a great opportunity for businesses and
destinations to showcase themselves. It is well worth asking any existing customers
who have had a good experience to post their own comments on Facebook, TripAdvisor,
Instagram, etc., especially while they are actually in the destination – they will
demonstrate through their photos and comments that they are enjoying a good
experience despite recent events.
 Social media is also an excellent way of disseminating positive messages such as roads
re-opening, volunteer help with re-building, or activities and festivals still taking place.
It can also be a good idea to insert links to weather or travel websites. This can all help
to build up a rapport with potential customers and respond to any concerns.
 If there is a local DMO or trade association, businesses should find out what #hashtag is
being used for the event or incident so that they can tag their tweets and ensure that
they are part of the conversation.
 It is difficult for individual businesses – especially small ones – to win the attention of
the mainstreammedia. It is more likely that the DMO, tourist board or trade association
will have more success. However, if a business has sufficient skills and good contact with
the media, it is worth issuing press releases to present positive information and key
messages in a managed way. Local media in particular are generally keen to promote
positive campaigns as a way of showing solidarity with the local community. Press
releases should be honest and reassuring, and angles could include adapting the product
offer to the situation (for instance a hotel could offer ‘storm watching’ breaks in the
rainy season or winter).
 Forthcoming promotional activity should be reviewed: can any pre-booked advertising
be cancelled if it is no longer appropriate? If it cannot be cancelled for contractual
reasons, can the message at least be changed?