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crisis in the relatively short history of international tourism. Asia-Pacific destinations suffered a decline of more that 14 million visitor arrivals in the first six months of 2003. Project Phoenix The SARS crisis demanded a strong and effective response to combat the fears of global travellers. On behalf of the industry, PATA created Project Phoenix, a bold initiative to restore consumer and business confidence in travel to and within the Asia-Pacific region. PATA appointed a leading public relations company and tourism communications expert to manage Phoenix which was essentially a communications program to deliver positive images and messages about the region through TV, print and online media. The end result far surpassed expectations with Phoenix achieving high levels of consumer response in less than four months. It had three specific purposes, to: 1. restore consumer confidence in the travel experience; 2. create a consistent single voice for travel and tourism in Pacific Asia; and 3. drive business back to Pacific Asia destinations. TV Campaigns Phoenix faced two major communication challenges: first, to persuade scared, sceptical travellers that it was time to put Asia-Pacific back on their list of travel destinations; second, to gain as much ‘free ink’ as possible by leveraging its relationship with global media companies and creative publications. It succeeded on both counts. A great example was the ‘Welcome Back’ campaign on CNN, with US$1 million of airtime, reaching 130 million global households and a TV commercial that tapped into the hearts of travellers everywhere. Phoenix created campaigns with BBC World and the National Geographic Channel as well as producing its own SMILES campaign. Print Ads As part of the ‘Welcome Back’ campaign, two print ads were rotated in TIME magazine, (US and International editions) and Fortune magazine, (Europe and Asia editions). Phoenix also produced print ads as part of the SMILES campaign, one aimed at consumers, the other at trade. Both provided acknowledgement and brand exposure for Phoenix contributors. These ads were supported by National Geographic Traveler Magazine, Newsweek, Travel Trade Gazette (TTG Asia), Travel Weekly, Travel Trade Report and the STS Times. Publicity PATA had two basic objectives with its publicity drive. One was to achieve as much positive coverage as possible, through the efforts of Phoenix and MDK consultants. The other was to use Phoenix to build PATA’s public profile, to demonstrate to members and the industry at large that PATA was vigorously embracing its new strategic mandate to be a vocal advocate on the key issues impacting the region. Phoenix succeeded in generating positive media coverage in consumer and trade publications in excess of US$2 million. Promotions Another Phoenix strategy was to harness the creative energy and support of the 70 PATA Chapters around the world. In the United States for instance, there are 20 Chapters with more than 3,000 individual members. PATA’s regional office in Europe, Americas and Pacific worked closely with the Chapters to spread positive messages about Asia-Pacific and restore confidence in travel to the region. 40 Tourism Risk Management – An Authoritative Guide to Managing Crises in Tourism
Post Phoenix As campaigns and communication channels were developed through Phoenix, PATA learned valuable lessons in the process. PATA, the Phoenix contributors and the broader industry are now better prepared to deal with the next crisis to hit the region. The fact that so many NTOs and industry players came together in such an unprecedented display of regional cooperation is itself an encouraging development given the challenges that no doubt lie ahead. The New Website A critical element of Phoenix was the creation of a new consumer website – TravelWithPATA.com. Its main purpose is to give consumers a source of reliable and accurate information about travel in Asia-Pacific as well as the travel news, advice, destination guides and many other features. The site will be a valuable tool for PATA in the event of future setbacks. In times of crisis, such as the SARS outbreak, consumers are often confronted with misconceptions and myths about the dangers involved. Often there is nowhere to turn for a credible, independent point of view. TravelWithPATA.com will ensure global consumers get the real picture when they need it most. (Source: Extracted from a series of interviews with Peter De Jong, President – PATA; and www.TravelWithPata.com) Counter-Terrorism and Consequence Management Events since September 11 in New York have required governments to develop measures for the protection of their citizens, infrastructure and lifelines (power supplies, water and sewerage) from terrorist attack. Following the London Underground bombings of 7 July 2005, much of the international counter-terrorism (CT) focus has been on the mass transportation infrastructures of countries at high risk of attack. On 11 July 2006, seven terrorists’ bombs exploded on evening peak hour trains in Mumbai, India, killing more than 200 people and injuring over 700. National governments (and where applicable, state/provincial governments) have addressed the risk of terrorism in different ways using a variety of organizational structures, but one aspect is common to all – that the consequences of a terrorist incident will be managed within a disaster management framework. In the initial stages of a terrorist attack (and the London Underground bombings are a good example of this), authorities may not know the source of the incident (it may be assumed to be an explosion due to a gas leak, for example). Disaster management agencies, however, will still follow, as far as practicable, their normal procedures to carry out search and rescue, medical and fire-fighting activities. In other words, they will still need to manage the effects or consequences of the incident. Hence the new phrase in disaster management terminology – consequence management – to be applied to the use of emergency services or disaster management activities carried out in response to a terrorist incident. Confirmation of terrorist involvement will, of course, impose additional law enforcement/security requirements upon activities. Generally the tourism industry and operators will have no direct role in, or responsibility for, the development or implementation of counter-terrorism plans (these responsibilities are vested in law enforcement, defence and specialist agencies of governments); however, given the potential impact of a terrorist event upon tourism infrastructures and destinations, industry representatives should liaise with national counter-terrorist committees and ensure that they are familiar with national arrangements and requirements. They should also provide specialist advice on vulnerable visitor sites and destinations to authorities. At a local level, tourism operators should liaise with police regarding protection and consequence measures. Tourism Risk Management – An Authoritative Guide to Managing Crises in Tourism 41
Page 1: Tourism Risk Management An Authorit
Page 4 and 5: Foreword The world travel and touri
Page 6 and 7: Tourism Risk Management in the Paci
Page 8 and 9: PREFACE Message of the Secretary-Ge
Page 10 and 11: contributing to the development and
Page 12 and 13: CHAPTER 1: PROTECTING TOURISM Aim o
Page 14 and 15: There is a broad range of economic
Page 16 and 17: Figure 2: The Contribution of the T
Page 18 and 19: As can been seen in the above graph
Page 20 and 21: included 13 measures providing assi
Page 22 and 23: services in each economy, it is ess
Page 24 and 25: CHAPTER 2: RISK MANAGEMENT FOR TOUR
Page 26 and 27: established, coordinated and integr
Page 28 and 29: 2. Tourism and Related Sectors Tour
Page 30 and 31: New Orleans and the Lessons of Hurr
Page 32 and 33: • the Risk Management Standard co
Page 34 and 35: • industry representatives; • a
Page 36 and 37: Example of Elements at Risk for a D
Page 38 and 39: 1. Must do. 2. Should do. 3. Could
Page 40 and 41: Establish and maintain regular moni
Page 42 and 43: epresentatives. While all initial e
Page 44 and 45: CHAPTER 3: NATIONAL RESPONSIBILITIE
Page 46 and 47: A National Tourism Safety and Secur
Page 50 and 51: Some countries (including the Unite
Page 52 and 53: international awards for quality of
Page 54 and 55: Disasters in Asia and the Pacific M
Page 56 and 57: • The Government of Bangladesh ha
Page 58 and 59: Child Wise 2006, [online] http://ww
Page 60 and 61: The Four Crisis Management Strategi
Page 62 and 63: A key part of crisis preparedness f
Page 64 and 65: Training of Staff Crises inevitably
Page 66 and 67: Proactive Planning: An Example of B
Page 68 and 69: Crisis Management in Tourism in Tro
Page 70 and 71: oom or area to be established as th
Page 72 and 73: Recovery Processes Just as no two c
Page 74 and 75: determined that Phuket and other to
Page 76 and 77: Checklist for Prevention 1. Have yo
Page 78 and 79: Checklist for Response YES NO 1. Ha
Page 80 and 81: CHAPTER 5: MEDIA AND COMMUNICATION
Page 82 and 83: annually as a minimum, and then rev
Page 84 and 85: • Get involved in defining securi
Page 86 and 87: • Challenge untrue statements Mon
Page 88 and 89: A) Image building communications
Page 90 and 91: C) Security for the future • Eval
Page 92 and 93: visitor spots, resort managers repo
Page 94 and 95: References Anonymous, 2002a, March
Page 96: Recovery The coordinated process of

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