Restoring Tourism Destinations in Crisis: A Strategic Marketing Approach

post by : Pottier Sonny

Beirman, David (2003), Restoring Tourism Destinations in Crisis: A Strategic Marketing Approach, Crows Nest, Australia: Allen & Unwin.

Since many years, a lot of events have caused fear for the people who are now afraid to travel in a lot of destinations. For example, the terrorist attacks on New York City and Washington on September 11, and, just one year later the murder of almost 200 tourists in Bali have unfortunately symbolised a kind of association between tourism and political crisis.Over the years, the International Air Transport Company has developed plans for crisis communication in events like crashes, etc, which are very effective.But the DMO (destination marketing organisations) have not developed these plans, and are trying now to do it. These restoring strategies are very important because tourism, which is a very important part of activity in several countries, need to be maintained. This process is very long and complicated and needs several steps. Firstly, the DMO needs to analyse if the destination is a “crisis destination” or a “tourism hazard”. In order to know that, they use a system called “Destcon”, created by the US Military.Secondly, before starting to advertise the destination, they need to care about the post crisis restoration priorities (infrastructure reconstructions, medical treatment). In this article they used eleven case studies with different problems in order to study how each DMO have dealt with the crisis. (September 11, terrorism in Egypt, Turkey and the Izmit Earthquake, Croatia after the Yugoslav Federation’s war,…). The best DMO of the case studies were Turkey, Fiji and Egypt because they demonstrated a clear marketing plan. They also were well co-ordinated with the Airlines, Hotels, tour operators and others attractions. This is very important. And in addition to that, the governments have played a very involved and supportive role. Thanks to that, these destinations experienced a fast and full recovery.The medias also play a important role for a tourism destination because if you read an article about a crisis in a country, you will automatically avoid this destination. That is why the DMO have to work with the media to inform them well and control what is said. An important tool today for the DMO is the websites, which address and anticipate the questions and concerns of the people.




Pottier, Sonny - 702_e (2015)



  • Article about the marketing strategy in the crisis destination