The role of crisis management in European tourism’s resilience

Posted by Admin September 5, 2024 Travel

As global travel dynamics evolve and economies become more interconnected, the tourism industry faces heightened vulnerability to crises, from pandemics to geopolitical tensions and extreme weather events.

In this context, the European Travel Commission (ETC) has released a comprehensive report titled “Crises in Tourism: Impacts and Lessons from European Destinations”, which highlights the increasing frequency and severity of crises affecting the tourism sector in Europe and worldwide.

The report, conducted in collaboration with national tourism organisations across Europe, identifies key vulnerabilities in European tourism and offers a roadmap for effective crisis management. By highlighting lessons learned and best practices, the study aims to strengthen the resilience of European destinations in an increasingly unpredictable world.

“In today’s interconnected world, the tourism sector is among the industries most susceptible to the ripple effects of global crises”, said ETC President Miguel Sanz. “This is why resilience is no longer a luxury but a necessity – a foundation upon which the future of tourism must be built.”

1. Risk crisis in Europe

ETC’s study found that European tourism is especially susceptible to extreme weather and other natural disasters, geopolitical crises such as war and terrorist attacks, civil unrest, cyber-attacks and other IT system failures.

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.

Miguel Sanz, ETC President

Climate risks present significant challenges for Europe, affecting energy and food security, ecosystems, infrastructure and water resources. Weather patterns across the continent are becoming increasingly unpredictable, with some regions facing heatwaves and droughts while others experience widespread flooding.

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.

2. Strengthening crisis management

The study is accompanied by a detailed Crisis Management Checklist designed to help national tourism organisations (NTOs) plan their response at every stage of a major crisis – preparedness, response, recovery and resilience. Recognising that crises are rarely linear, the checklist is structured as a continuous loop, ensuring that resilience measures reinforce future preparedness. The identified key roles of NTOs are:

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.

“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”, the ETC explains.

The study also highlights that national tourism bodies should engage in long-term risk planning by analysing data from multiple destinations across the country and monitoring crisis response and recovery efforts to help adjust future tourism resilience to climate risks and shifts in demand.