Europe’s national tourism organisations (NTOs) should carry
out long-term risk planning in light of the ‘increasing frequency and severity
of crises’ linked to climate change, terrorism, IT disruption and civil unrest,
a new report has found.
Recent challenges such as COVID-19 and the war in Ukraine
have shown that European destinations must be prepared for complex and enduring
threats, according to the European Travel Commission (ETC), the Brussels-based
not-for-profit.
Its report - Crises
in Tourism: Impacts and Lessons from European Destinations– says
the tourism sector faces ‘heightened vulnerability’ to crises, and offers a
roadmap to dealing with them. It notes that climate related crises – such as
flooding, wildfires, and heatwaves – have increased in scale and frequency resulting
in the cancellation of events.
European destinations also rely heavily on complex
infrastructure, including transportation networks, accommodation facilities,
and tourist attractions. Additionally, the travel industry is vulnerable to
political instability, border disputes, and international conflicts. These
factors contribute to potential uncertainties and disruptions in travel across
Europe.
The number of protests, strikes and rallies, appears to be
increasing. In 2022, researchers defined an unprecedented global wave of more
than 12,500 protests across 148 countries over food, fuel and cost of living
increases, with the largest number in Western Europe.
The report has far-reaching implications for convention bureaux, most of whom sit under the auspices of national tourism organisations, and meeting and event planners.
Commenting on the study's findings, Miguel Sanz, president
of the European Travel Commission, said: “In today’s interconnected world,
the tourism sector is among the industries most susceptible to the ripple
effects of global crises. This is why resilience is no longer a luxury but a
necessity – a foundation upon which the future of tourism must be built.
“By fostering resilience and enhancing crisis management
capabilities, we can ensure that European tourism not only survives but thrives
in the face of future challenges. ETC aims to equip European destinations and
their partners with the tools necessary to navigate the complexities of crisis
management effectively.”
The study is accompanied by a detailed Crisis Management
Checklist designed to help national tourism organisations plan their response
at every stage of a major crisis – preparedness, response, recovery, and
resilience.
As European destinations increasingly face frequent and
severe crises, NTOs play vital roles in coordinating with regional authorities,
travel businesses, transportation hubs, and other stakeholders while also
providing clear and concise information to visitors. Their key roles are
outlined as follows:
- Trustworthy
Communicator: Providing clear, reliable updates to the tourism sector
and visitors, serving as a trusted information source during crises.
- High-Level
Coordinator: Uniting government, industry, and visitors for a
coordinated response.
- Sector
Mediator: Monitoring the impacts of crises on the tourism sector and
offering guidance and reassurance to businesses and stakeholders.
- Safety
and Reputation Monitor: Overseeing visitor safety and protecting the
country’s international image.
- Disinformation
Counter: Combatting misinformation by ensuring accurate, consistent
messaging and collaborating with experts to maintain a clear narrative.
- Aggregator
of Data and Insights: Collecting and analysing data to support
informed decision-making during crises.
Written By
James Lancaster
AMI editor James
Lancaster is a familiar face in the meetings industry and international
association community. Since joining AMI in 2010, he has gained a reputation
for asking difficult questions and getting lost in convention centres. Proofer, podcaster, and panellist - in his spare time, James likes to walk,
read, listen to music, and drink beer.
