The European Travel Commission (ETC) published a major study on the impact of crises on the sector and lessons for crisis management last week.
The report, Crises in Tourism: Impacts and Lessons from European Destinations, highlights the increasing frequency and severity of crises affecting the industry. ETC president Miguel Sanz warned: “Tourism is among the industries most susceptible to the ripple effects of global crises. Resilience is no longer a luxury but a necessity.”
The report suggests travel is “especially susceptible to extreme weather and other natural disasters, war and terrorist attacks, civil unrest, cyberattacks and IT system failures” and warns: “Weather patterns are becoming increasingly unpredictable, with some regions facing heatwaves and droughts, while others experience widespread flooding.”
It notes the frequency of crises has increased and argues: “The fact that tourism recovered relatively swiftly in the wake of the Covid-19 pandemic may suggest demand is resilient. Yet it does not demonstrate Europe’s destinations, communities and local businesses [have] become more resilient to crises.”
The ETC adds: “It would be a mistake to assume certain countries or destinations are immune,” noting: “Few would have expected Dubai to see a year’s worth of rainfall in 12 hours in April, forcing the city’s airport to close.”
In 2023, it notes, Europe witnessed “the largest wildfire ever recorded, one of the wettest years, severe marine heatwaves and widespread flooding.
“Climate risks are threatening energy and food security, ecosystems, infrastructure, water resources, financial stability and people’s health… the effects of crisis events are likely to expand in size and frequency.”
The report includes a crisis management checklist for national tourism organisations (NTOs), suggesting they have a role to play in coordinating government and industry responses, overseeing visitor safety, ensuring accurate messaging and analysing data.
Yet it notes: “While NTOs agree there is a critical role for their organisations in responding to crises, too often the process of planning this response and the recovery actions that follow is left for another day.”