When a country’s tourism industry faces a major publicity crisis, the question arises: should you continue promoting or hit pause?
Traditionally, communication strategies suggest pausing advertising during a crisis. Consider airlines after a plane crash—they often pull ads immediately to avoid the jarring contrast of cheerful travel imagery alongside tragic news. This approach helps prevent negative associations and maintains brand safety.
But does this rule apply to every crisis, especially in tourism, where public perception can shift rapidly?
Navigating the Current Crisis
Recent reports of kidnappings and human trafficking involving mainland Chinese and Hong Kong citizens have cast a shadow over Thailand’s tourism industry. High-profile cases, like Chinese actor Wang Xing’s abduction in Bangkok and the rescue of a Hong Kong man from a scam operation in Myanmar, have dominated headlines. These incidents have understandably raised safety concerns, particularly among Chinese travellers.
The Thai government has responded swiftly, with Prime Minister Paetongtarn Shinawatra assuring that visitor safety is a national priority. However, the tourism sector faces a complex dilemma: continue promoting Thailand or wait until the crisis subsides?
The Risks of Promoting vs. Pausing
Continuing marketing efforts can risk appearing insensitive, especially when public sentiment is negative. Digital ad algorithms may inadvertently place tourism ads next to distressing news, creating damaging associations. Moreover, aggressive promotion without addressing safety concerns can erode trust, particularly among Chinese tourists, who are heavily influenced by social media and word-of-mouth.
On the flip side, going silent can allow negative narratives to dominate unchecked. It may also signal an inability to manage the crisis effectively. While media focus is intense, the broader reality is that Thailand remains a safe and popular destination. If the industry steps back completely, it cedes control of the narrative to fear-driven headlines.
A Balanced, Adaptive Approach
The most effective strategy isn’t a simple “promote or pause” decision—it’s about adapting the message. Instead of traditional hard-sell marketing, focus on reassurance:
- Acknowledge the Situation: Transparency builds credibility. It’s crucial to acknowledge the concerns about safety while highlighting the measures taken to ensure safety. This will reassure the audience and show their safety is a top priority.
- Shift the Narrative: It’s important to highlight the enhanced security protocols, partnerships with local authorities, and testimonials from recent travellers who felt safe. This shift in narrative can instil hope and optimism in the audience.
- Leverage Authentic Voices: Travel influencers and bloggers with positive, recent experiences in Thailand can offer genuine reassurance. User-generated content on platforms like Weibo, Xiaohongshu, and Instagram can be more persuasive than official campaigns. This strategy can help the audience feel more connected and engaged with the destination.
- Diversify Target Markets: While Chinese sentiment may be affected, other markets—ASEAN countries, Europe, and North America—may not share the same concerns. Tailoring outreach to different regions can sustain tourism momentum. For instance, a destination facing a crisis in one market could shift its marketing efforts to focus on regions where the crisis has less impact, thereby diversifying its customer base and reducing the overall impact of the crisis on its tourism industry.
If a crisis is actively unfolding, with fresh incidents making headlines, a temporary slowdown in promotion is wise. However, as media attention wanes and public sentiment shifts, tourism stakeholders should be ready to re-engage quickly and effectively. The recovery phase is an opportunity to position brands as resilient and trustworthy.
So, should Thailand promote its tourism during a crisis? The answer isn’t a clear yes or no. It’s about how to promote responsibly. A thoughtful, context-aware approach that balances sensitivity with confidence can mitigate damage and support recovery. In times of crisis, rebuilding trust isn’t about waiting for the storm to pass—it’s about showing, in real time, why the destination remains worth visiting.
Το άρθρο Crisis Communication in Tourism: When to Speak Up, When to Step Back εμφανίστηκε πρώτα στο TravelDailyNews Asia & Pacific.