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November 17-19 in Orlando
GBTA Announces New Dates
for 2021 Convention.
Awards
Austria Center Vienna Bags Coveted Gold and Silver Stevie Awards
Best B2C event and rapid testing lanes most valuable company response to the Covid-19 crisis category.
hotel news
First Radisson Individuals in the Baltics Opens Its Doors in Tallinn
Palace Hotel Tallinn is a monument of national architectural heritage built almost 100 years ago and respectfully renovated.
€300+ millions
The Economic Impact of Messukeskus Helsinki Melted By 80 per Cent
Pandemic damage radiates over the business life of the entire Helsinki Metropolitan Area.
sleep congress is awakening
World Sleep Congress 2022 to Be Held In Rome
EGA Worldwide Congresses & Events formally contracted as DMC service provider.
digital move
ICC Sydney Expands Broadcast and Hybrid Event Solutions with Media Studio
The studio features green screen technology which allows for visual integration of presenters into customisable background content.
21–22 October 2021
Union of International Associations Round Table Asia-Pacific 2021
Hosted by Tokyo Convention & Visitors Bureau (TCVB) live and online.
hotel news Scotland
Virgin Hotels to Open in Glasgow
Pack your kilts, Virgin Hotels opens brand new Scottish property in 2022.
CB Italias platform
Convention Bureau Italia Premieres Box IT,
The Free Networking Online Platform for International Buyers Interested in Italy as a Mice and Wedding Destination.
new roles
Imex Group Invests in the Team With Nine New Appointments
Several new roles have been created within the business with significant investment in systems, marketing and design.
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How Does a Destination Recover from Covid-19?

At the end of the Cretaceous period, 66 million years ago, an asteroid hit what is now the northern tip of Mexico’s Yucatan Peninsula. The impact triggered extreme global cooling, wiping out the dinosaurs and forcing evolution in a new direction. It’s an event analogous with the effect Covid-19 will have on the global travel market. Landscapes will change, and as those unable to adapt become extinct, new products will emerge.

 

We know what that landscape will look like, and what you need to do not only to adapt, but to thrive.

 

Phase 1: REPORT

Covid-19 has plunged the world into a new Dark Age that is turning anxious eyes to whatever lights are shining. Be one of the brightest lights by acknowledging not only the love and concern your clients have for your product, but also the curiosity that engaging reportage can engender in those who’ve yet to visit.

 

This is not the time to sell, but an opportunity to report: openly and honestly, like a letter from home. Regular bulletins throughout Phase One offer the opportunity to improve existing relationships and establish new ones - by recognising the isolation felt by those under domestic lockdown across the world, and their desire not just to escape, but to connect with people undergoing similar duress in places that made some of their happiest memories. Pictures, videos, case studies and interviews with ordinary people bundled into a three-minute read will offer clients a privileged insight into life at your home, strengthen connections and, crucially, create the yearning to visit.

 

The voice you use to articulate this message is key. To be credible, it can only be utterly honest. Counterintuitively, this is no time for committee-crafted corporate messaging. Rather, your letters from home should be warm, chatty, informal and empathetic. We can write them for you.

 

Phase 2: REASSURE

When travel restrictions are lifted we will move into the global damage assessment stage. Destinations, services and infrastructure will be in a post-war state: a mixture of ruin and opportunity. Your candid reporting of true stories from the front line during Phase One will have created an essential sense of tension and jeopardy, and now is the time for resolution. We study and learn from the triumphs and errors of destination marketing, from the Caribbean post-Maria, fiercely maintaining your honesty while reassuring travellers that you’re open for business and managing expectations in a positive way. e.g. Naxos hasn’t been bombed back to the stone age by a wave of Covid-related business collapses. Instead, it offers a return to the Aegean idyll of an era before mass tourism. And we need to understand what post-Covid travellers want: rest, recuperation and relaxation. The chance to be with family, to heal and to give thanks. So let’s look at what assets we have to meet those needs and push them to the front of the stall. We can do that for you.

 

Phase 3: REINVENT

Phase Three is future-focused. We need never speak of Covid again as we pick up the story the pandemic eclipsed. Lockdown has given us pause to see the ills of society and time to kick our addictions to that which we always knew was wrong. Instagram, AirBnB, overtourism – arguably viral infections in themselves – may have no place in the future of travel. Many destinations, through lack of vision, will revert to that level of marketing, but the disease has presented the world with opportunities to change: to become healthier, more mindful and caring. Remember Greta? The flu may have gone but climate change is still here, and with the reset button having been pushed on the travel industry, here’s a divine opportunity to drop bad practice – the jet-fresh oysters; the aircon; the heli transfers – and become leaders of the travel revolution. We can take you there.

 

By Sofia Panayiotaki, PRM (PR MEDIACO) CEO