Li Xinjian: A Crisis Management Guide for the Tourism Industry

In 2003, when encountered with SARS, the topic of tourism revitalization after SARS was very hot. At that time, the World Tourism Organization issued this tourism crisis management guide, which I compiled at my leisure. Now it looks old, but it's still valuable.

After the crisis: restore tourists' confidence

When the media turn their attention to other news events, the damage caused by the crisis will continue to affect potential tourists for a long time. The restoration of confidence requires redoubled efforts, especially in communication and promotion.

Communication should be pre emptive

Measures being taken by destinations to restore the normal tourism industry should be widely publicized. Journalists should be informed about the destination revitalization plan and how long it will take for it to work. Journalists should be provided with sufficient information on press releases, editorial materials, maps and photos. Post crisis recovery requires additional budget and human resources for communication.

We should explore positive news

News reports should be turned to reflect the normal aspects of tourism activities, such as the arrival of professional tourism teams or the opening of new tourism attractions . The purpose is to prove that destination tourism works as usual. News that is not directly related to tourism can be released, such as cultural activities, scientific discovery, film shooting and shopping trends.

In terms of communication, it is also necessary to carry out image building communication such as predicting legal actions, establishing its own news release platform on the destination website, and participating in global tourism communication activities.

Be flexible in promotion: creating products for new niche markets, targeting experienced and special interest tourists, offering special price, rapidly turning promotions to potential markets, strengthening promotions for domestic markets, increasing tourism operators' familiarity with tours and large-scale activities, taking tourism warnings seriously, and strengthening cooperation among tourism promotion agencies nationwide，we should explore the possibility of regional promotion and product development in cooperation with other countries.

Expert profile

Li Xinjian

Li Xinjian is a specially appointed expert of World Tourism Cities Federation, Professor and Dean of College of Tourism Management at Beijing International Studies University(BISU). Li is also the Director of China Tourism and Leisure Research Centre in BISU.