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Destination Think Virtual Forum, session 3: Managing your destination and supporting your tourism industry through the COVID-19 crisis

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What can you do to provide support and leadership to your tourism industry during this incredibly challenging time? In this presentation, Destination Think senior strategists Sarah Prud’homme and Frank Cuypers describe how your organization can provide meaningful leadership that helps your local industry remain resilient.

Watch the recording on the Destination Think blog: https://destinationthink.com/blog/virtual-forum-day-3-managing-destination-tourism-industry-covid-19-crisis

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Destination Think Virtual Forum, session 3: Managing your destination and supporting your tourism industry through the COVID-19 crisis

  1. 1. COVID-19 VIRTUAL FORUM LEADING INDUSTRY IN UNCERTAIN TIMES
  2. 2. RODNEY FRANK SARAH DAVID
  3. 3. www.facebook.com/groups/DTtravelsupport
  4. 4. DAY BEFORE YESTERDAY TODAY
  5. 5. Tools and support you need to guide your destination through the COVID-19 pandemic. ● Weekly insights and data ● Planning resources ● Communications guidance and toolkits ● Playbooks for industry support ● And peer support groups destinationthink.com/jointhenetwork
  6. 6. IN UNCERTAIN TIMES
  7. 7. DURING A CRISIS
  8. 8. DURING A CRISIS
  9. 9. DURING A CRISIS IS YOUR ROLE
  10. 10. TOURISMECONOMY TIME
  11. 11. IMPACT YOUR INDUSTRY TOURISM 3 STAGES OF LEADING YOUR INDUSTRY IN TIMES OF UNCERTAINTY
  12. 12. Psychological Financial Health
  13. 13. THROUGH COVID-19
  14. 14. BEING AN MEANS BEING A Destinations are places where people work and live No separation between ‘the public’ and ‘stakeholders’ It is a time to pivot
  15. 15. Strategic (scenario-based) planning Financial aid, guidance & support Crisis communication Crisis relief Government relations & lobbying
  16. 16. Secure food access Stable housing Health of tourism frontline staff Symbolic behaviour (community spirit)
  17. 17. If possible, re-assign a person on your team to be a relief expert Distill down and make sense of information for relevance Open a phone line to provide guidance and support Support industry operators in applying for relief funds Support owners in supporting their team members Mobilize local support
  18. 18. Be human and empathetic You probably can’t overdue industry relations Avoid over-reassurance Acknowledge uncertainty Share dilemmas Give industry things to do (control) Create resources Mobilize local support
  19. 19. Business liquidity HR risk Managing temporary closure Temporary layoffs & redundancies Safeguard future revenues Jump starting sales Operational guidance Government support Brand & reputation Employee wellbeing
  20. 20. Engage your industry in collective problem solving ● Symbolic actions ● Response actions ● Contingent/”if-then” actions Create forms for engagement - harness people’s concern ● Strike a task force ● Hold virtual workshops (ideation, planning, problem solving) ● Open your phone-lines
  21. 21. 1) It is time to pivot 2) Pause. Determine focus for mitigation activities 3) Lead collective problem solving 4) Uncover possibilities
  22. 22. RESTART: REBUILDING YOUR INDUSTRY Review all the lessons learned, including the need to improve risk assessment and crisis preparedness. Create Tourism Emergency Plans and fully embrace the principles of crisis preparedness and management in the tourism sector. Ensure inclusion of tourism in national emergency mechanisms and response systems.
  23. 23. RESTART: REBUILDING YOUR INDUSTRY Destinations around the world will be doing the same thing: inviting visitors back. Zag. While everyone else zigs. Root restart campaigns in civic pride and Place DNAR .
  24. 24. RESTART: REBUILDING YOUR INDUSTRY
  25. 25. RESTART: REBUILDING YOUR INDUSTRY
  26. 26. RESTART: REBUILDING YOUR INDUSTRY
  27. 27. RESTART: REBUILDING YOUR INDUSTRY
  28. 28. ● New role of DMO ● New landscape of DMOs ● Create a restart committee ● Partner with digital investment platforms
  29. 29. RESTART: REBUILDING YOUR INDUSTRY
  30. 30. RESTART: REBUILDING YOUR INDUSTRY Reduced ability to adjust strategies Lost competitiveness Risk to stable long-term funding Undiversified revenue streams Lack of understanding of the value of tourism Changing industry landscape
  31. 31. ● Avoid dependence on one single activity or market ● Address the underlying shifts in demand ● New tourism experiences (rural regions, disadvantaged communities) ● Diversify pricing, revenue and funding ○ Temporary suspension ○ Relief fund ○ Flexible implementation of rules ○ Design special promotions
  32. 32. REIMAGINE
  33. 33. REIMAGINE
  34. 34. Source:FutureLab
  35. 35. REIMAGINE
  36. 36. ● Invest in infrastructure (or not) ● Incentivize digital transformation ● Reconsider skills and develop human talent
  37. 37. DEMAND TIME Specific Niche Generic Niche REIMAGINE REDEVELOP
  38. 38. REDEVELOP
  39. 39. COMMUNITY BASED PART ONE: REIMAGINE REDEVELOP 1
  40. 40. Source:DestinationsInternational REIMAGINE REDEVELOP
  41. 41. REIMAGINE REDEVELOP
  42. 42. RE-IMAGINE REIMAGINE REDEVELOP
  43. 43. P = ∑Pe + Exc + Inc REIMAGINE REDEVELOP
  44. 44. COMMUNITY BASED PART ONE: REIMAGINE REDEVELOP 2
  45. 45. REIMAGINE REDEVELOP
  46. 46. REIMAGINE REDEVELOP
  47. 47. REIMAGINE REDEVELOP Niche Rollout Plan ELKHART COUNTY CONVENTION VISITORS BUREAU
  48. 48. REIMAGINE TOWARDS A NEW NORMAL
  49. 49. REIMAGINE RETHINK
  50. 50. ● Rent electric cars (eg. Werfenweng, Austria) ● Redistribution of food waste (eg. Too Good to Go, Olio) ● Tap (drinkable water app)
  51. 51. RE-IMAGINE REIMAGINE RETHINK
  52. 52. REIMAGINE RETHINK
  53. 53. RE-IMAGINE REIMAGINE RETHINK
  54. 54. RE-IMAGINE RETHINK THE EARTH’S CAPACITY CLIMATERISKS CLIMATE RISKS Business as usual When sustainability is a priority
  55. 55. REIMAGINE RETHINK TO
  56. 56. 1) Fight, don’t deny 2) Be creative in adaption 3) Community at the heart, start planning 4) Recovery is an illusion 5) Redevelop and cocreate 6) The future is now
  57. 57. Tools and support you need to guide your destination through the COVID-19 pandemic. ● Weekly insights and data ● Planning resources ● Communications guidance and toolkits ● Playbooks for industry support ● And peer support groups destinationthink.com/jointhenetwork
  58. 58. Join us and your peers COVID-19 support group for DMOs on Facebook www.facebook.com/groups/DTtravelsupport
  59. 59. COVID-19 VIRTUAL FORUM LEADING INDUSTRY IN UNCERTAIN TIMES

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