Tourism is a peace time industry. It survives and thrives, amongst
others on a very abstract thing – i.e, on the image of the tourist destinations.
As a result, any disturbance in any sector – political, economical, social and
environmental, or any of the service sectors – transport, accommodation other
tourist services and infrastructure, creates a crisis for tourism. Hence,
events/disasters tend to have an adverse effect on the smooth flow of tourists
sometimes resulting in large scale cancellations of groups by handling agents
which calls for crisis management. These events could include natural
disasters, man made disturbances or other events effecting normal life.
· Floods, Tornadoes and cyclones
(desert.coastal areas), Landslides
( Rail, Air)
– political, industrial, commercial – effecting law order
· Bomb blasts
· Out break of diseases like plague,
malaria, dengue etc.
of crisis – Fear is the key
· The dictionary defines crisis as a “decisive or critical
moment”. However, the world crisis used in the modern sense has the following
Crisis triggers fear, and fear is the biggest de-motivating factor in tourism.
It is often not the reality but perception which drives the behaveiour of a
tourist. Perception in the mind is much more real for the person
concerned than the reality of danger which may be different from the
Crisis creates panic, often arising out of rumours and speculations.
A crisis is usually unpredictable.
Reports are the source
in general form their belief about he safety or lack of safety or a particular
destination on the basis of news reports. Thus news reports play an important
part in influencing the opinion and belief of people about the safety in
visiting a specific destination at a particular time.
of tourism crisis
view of peculiar characteristics of tourism to depend upon multi sectoral
activities, the tourism industry has many a time handle, crisis created by
other sectors or factors beyond their control.
example, terrorists attack in a city, which is primarily the problem of the law
enforcement authorities, may drive away tourists from this city creating a
crisis for the tourism industry. Similarly, a natural disaster in some part of
the country may get such wide converge in the international media that potential
tourists may cancel their tours to the whole country because of lack of
information about the precise fallout of the disaster.
we live in the midst of various hazards and it is necessary for the tourism
industry to assume that anything can happen at any time. It is therefore
not idealistic but realistic to have a crisis management plan for the
tourism sector, safety of tourists and their arrivals to India. In the context
of the Indian tourism sector, responsible officers should be the part of the
crisis management team. Which may include:-
As leader: To be chief spokesman for Indian tourism. To coordinate with the
high level policy makers & trade.
Secretary will make to liaise with other concerned Ministries and departments.
However, constants liaison with XP. Division of Ministry of External affairs,
and information and broad casting and international organization like WTO,
PATA etc. even during the non-crisis period. And also the domestic trade
bodies like IATO, FHARAI, ADTOI,
etc. to participate with government as stake holders.
Officer : special officer be deputed to liaise with media and tourist officers
in India and overuses and to advise about behavior if various markets. A
lot of statistical figures are also required for preparing information reports,
where market Research Division of the Ministry of Tourism can help. There
should be a control room, media information, recording photographs and video
tapes so that Department of Tourism can present its side of the story.
Documentation of all communications and clippings.
These are only suggestions and there could be many
other alternatives which we need to learn from developed
countries who manage the crises so well.
· On hearing about the disaster each
office in India & overseas to contact the HQs, and the Embassy of India for
first hand knowledge and cover as much facts as possible from these two
channels. To control rumours.
Cultivate three- four tour operators and three – four journalists who are
experts in the market. Their views will be important in making a communication
strategy at the time of crisis.
Make a small Crisis Management Team locally consisting of, say, Sales Manager
of Air India or local national airline marketing manger, and friends from
travel trade and media.
Monitor the media: keep clippings of various crises and their solutions
reported in the Media.
Suggest your strategy to control room. About the media relations.
Implement the strategy and send regular feedback to HQs.
Synergies with local mission, other Indian organizations and opinion leaders.
Use the services of professional associations, retired ambassadors of the host
country who have worked in the country to build confidence in overseas