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Bringing Visitors Back:
Lessons Learned from Natural Disasters
April 2015
#WINERECOVERY
Paul Wilke
CEO, Upright Position C...
About Paul Wilke
2© Upright Position Communications, LLC All rights reserved.
20 years of experience
APEC, CES, Davos, SXS...
Our Practice Areas
3© Upright Position Communications, LLC All rights reserved.
IPOs & Major
Capital Funding
PR Infrastruc...
24 August 2014
3:20am
4© Upright Position Communications, LLC All rights reserved.
6.0 Earthquake
5 All rights reserved.
6© Upright Position Communications, LLC All rights reserved.
7© Upright Position Communications, LLC All rights reserved.
8© Upright Position Communications, LLC All rights reserved.
9© Upright Position Communications, LLC All rights reserved.
10© Upright Position Communications, LLC All rights reserved.
24 August 2014, 3:20am
11© Upright Position Communications, LLC All rights reserved.
12© Upright Position Communications, LLC All rights reserved.
Napa Valley Tourism at a Glance
$1.39 billion annually
~3 million visitors
80% of visitors interested in wine tasting
10,0...
14© Upright Position Communications, LLC All rights reserved.
Napa’s Visitor Impact
Source: VisitCalifornia 2013
Lesson 1: Disasters can be temporary
15© Upright Position Communications, LLC All rights reserved.
#NAPAQUAKE
Death/Injury toll lower than expected
Only two “stay away days”: 24 & 25 August
All but 6 Napa restaurants reop...
Lesson 2: Have a plan in place
17© Upright Position Communications, LLC All rights reserved.
286
212
181
167
141
73
72
64
62
59
0 75 150 225 300
China
US
Philippines
India
Indonesia
Vietnam
Afghanistan
Mexico
Japan
...
286
212
181
167
141
73
72
64
62
59
0 75 150 225 300
China
US
Philippines
India
Indonesia
Vietnam
Afghanistan
Mexico
Japan
...
Lesson 3: Communicate with
your key constituents
20© Upright Position Communications, LLC All rights reserved.
What to Tell
Communicate health, safety, sanitation & infrastructure readiness
quickly
Be transparent
Be honest
Use effect...
• Small Napa-based business
• Independently owned &
operated touring &
transportation company
• Relies on vibrant tourism
...
23© Upright Position Communications, LLC All rights reserved.
24© Upright Position Communications, LLC All rights reserved.
25© Upright Position Communications, LLC All rights reserved.
Lesson 4: Market the opportunity (if
appropriate)
26© Upright Position Communications, LLC All rights reserved.
27© Upright Position Communications, LLC All rights reserved.
28© Upright Position Communications, LLC All rights reserved.
Lesson 5: Media can
help…or hurt
29© Upright Position Communications, LLC All rights reserved.
30© Upright Position Communications, LLC All rights reserved.
Media On Your Terms
Be honest, insightful pithy & short
Paint a visual picture
Avoid sensationalism, clichés & the negativ...
Preparing for the Interview
Be selective
Know your messages
Understand the journalist
Set limits
32© Upright Position Comm...
Questions you should ask: Pt. 1 – Insight
Who are you?
What can you tell me about the story you’re working on?
What’s your...
Questions you should ask: Pt. 2 – Logistics
What’s the format?
What do you need from me?
Who will be doing the interview?
...
Lesson 6: Embrace sense
of community
35© Upright Position Communications, LLC All rights reserved.
#NapaStrong
36© Upright Position Communications, LLC All rights reserved.
Community was quick to rally
Local & California ...
Lesson 7: Perception
trumps reality
37© Upright Position Communications, LLC All rights reserved.
Perceptions: 2004 Southeast Asian Tsunami
Only 3% cite tsunami as the greatest
barrier to visiting Asia
56% believed Indon...
Perceptions About Terrorism
0 13 25 38 50 63
Indonesia
Sri Lanka
Philippines
India
Thailand
Malaysia
Vietnam
Korea
China
J...
Lesson 8: Travelers can be
quick to return
40© Upright Position Communications, LLC All rights reserved.
Signs of Recovery
Major tourism disasters in Southeast Asia 1997-2004
Economic
crisis 9/11
SARS
1997 1998 1999 2000 2001 2...
Recovery from 2004 Tsunami
0
10
20
30
40
Tsunami
42© Upright Position Communications, LLC All rights reserved.
Note: YOY g...
Phuket Post-Tsunami
Tsunami
43© Upright Position Communications, LLC All rights reserved.
0.00
7.00
14.00
21.00
28.00
1998 2000 2002 2004 2006 2008 2010 2012 2014
Thailand’s Tourism Resilience
Source: Tourism Aut...
Understanding Traveler Concerns & Impact
Tourism frequently represents 10% of a healthy economy’s
national GDP
Affected ar...
Final Thoughts
Communicate strategically, honestly & factually
Don’t neglect your active audience
Feed the accurate inform...
For a free guide
“8 Ways to Prepare for a Tourism Disaster Before it Happens”
please visit:
www.uprightcomms.com/IWINETC
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Bringing Visitors Back: Lessons Learned from Natural Disasters (IWINETC 2015)

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The 2014 Napa earthquake quickly reminded the wine tourism industry that external factors driving travel can quickly change visitors’ perception of a destination. Paul Wilke's presentation at the 2015 International Wine Tourism Conference in Reims, France looked at visitor trends that emerged following the Napa quake and lessons learned – particularly in the areas of sustainable tourism, recovery and the impact of natural disasters on wine tourism.

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Bringing Visitors Back: Lessons Learned from Natural Disasters (IWINETC 2015)

  1. 1. Bringing Visitors Back: Lessons Learned from Natural Disasters April 2015 #WINERECOVERY Paul Wilke CEO, Upright Position Communications Mare Island, California, USA
  2. 2. About Paul Wilke 2© Upright Position Communications, LLC All rights reserved. 20 years of experience APEC, CES, Davos, SXSW & the Olympics Pres. Obama's Travel & Tourism Advisory Board Travel/Tourism Public Affairs division for Visa Inc. Crisis tourism PR specialist
  3. 3. Our Practice Areas 3© Upright Position Communications, LLC All rights reserved. IPOs & Major Capital Funding PR Infrastructure & Development Travel & Tourism Industry Upright Position Communications is a strategic communications firm specializing in three core areas:
  4. 4. 24 August 2014 3:20am 4© Upright Position Communications, LLC All rights reserved.
  5. 5. 6.0 Earthquake 5 All rights reserved.
  6. 6. 6© Upright Position Communications, LLC All rights reserved.
  7. 7. 7© Upright Position Communications, LLC All rights reserved.
  8. 8. 8© Upright Position Communications, LLC All rights reserved.
  9. 9. 9© Upright Position Communications, LLC All rights reserved.
  10. 10. 10© Upright Position Communications, LLC All rights reserved.
  11. 11. 24 August 2014, 3:20am 11© Upright Position Communications, LLC All rights reserved.
  12. 12. 12© Upright Position Communications, LLC All rights reserved.
  13. 13. Napa Valley Tourism at a Glance $1.39 billion annually ~3 million visitors 80% of visitors interested in wine tasting 10,000 jobs 54% of visitors aged 25-44 $53,600 mean household income Canada, Germany, UK, Japan are lead source markets 13© Upright Position Communications, LLC All rights reserved.
  14. 14. 14© Upright Position Communications, LLC All rights reserved. Napa’s Visitor Impact Source: VisitCalifornia 2013
  15. 15. Lesson 1: Disasters can be temporary 15© Upright Position Communications, LLC All rights reserved.
  16. 16. #NAPAQUAKE Death/Injury toll lower than expected Only two “stay away days”: 24 & 25 August All but 6 Napa restaurants reopened in 48 hours $362 million in damage $80.3 million reported by the wine industry alone Within one week: 90% of businesses up & running 16© Upright Position Communications, LLC All rights reserved.
  17. 17. Lesson 2: Have a plan in place 17© Upright Position Communications, LLC All rights reserved.
  18. 18. 286 212 181 167 141 73 72 64 62 59 0 75 150 225 300 China US Philippines India Indonesia Vietnam Afghanistan Mexico Japan Pakistan Source: UNISDR 2015 18© Upright Position Communications, LLC All rights reserved. Top 10 countries with the most disasters 2005-2014
  19. 19. 286 212 181 167 141 73 72 64 62 59 0 75 150 225 300 China US Philippines India Indonesia Vietnam Afghanistan Mexico Japan Pakistan Top 10 countries with the most disasters 2005-2014 19© Upright Position Communications, LLC All rights reserved. Source: UNISDR 2015
  20. 20. Lesson 3: Communicate with your key constituents 20© Upright Position Communications, LLC All rights reserved.
  21. 21. What to Tell Communicate health, safety, sanitation & infrastructure readiness quickly Be transparent Be honest Use effective channels: Social media, email, website, media Reach your core constituency 21© Upright Position Communications, LLC All rights reserved.
  22. 22. • Small Napa-based business • Independently owned & operated touring & transportation company • Relies on vibrant tourism economy 22© Upright Position Communications, LLC All rights reserved.
  23. 23. 23© Upright Position Communications, LLC All rights reserved.
  24. 24. 24© Upright Position Communications, LLC All rights reserved.
  25. 25. 25© Upright Position Communications, LLC All rights reserved.
  26. 26. Lesson 4: Market the opportunity (if appropriate) 26© Upright Position Communications, LLC All rights reserved.
  27. 27. 27© Upright Position Communications, LLC All rights reserved.
  28. 28. 28© Upright Position Communications, LLC All rights reserved.
  29. 29. Lesson 5: Media can help…or hurt 29© Upright Position Communications, LLC All rights reserved.
  30. 30. 30© Upright Position Communications, LLC All rights reserved.
  31. 31. Media On Your Terms Be honest, insightful pithy & short Paint a visual picture Avoid sensationalism, clichés & the negative Tell the recovery story Learn to bridge 31© Upright Position Communications, LLC All rights reserved.
  32. 32. Preparing for the Interview Be selective Know your messages Understand the journalist Set limits 32© Upright Position Communications, LLC All rights reserved.
  33. 33. Questions you should ask: Pt. 1 – Insight Who are you? What can you tell me about the story you’re working on? What’s your story angle? Who else are you talking to? 33© Upright Position Communications, LLC All rights reserved.
  34. 34. Questions you should ask: Pt. 2 – Logistics What’s the format? What do you need from me? Who will be doing the interview? When are you running the story? 34© Upright Position Communications, LLC All rights reserved.
  35. 35. Lesson 6: Embrace sense of community 35© Upright Position Communications, LLC All rights reserved.
  36. 36. #NapaStrong 36© Upright Position Communications, LLC All rights reserved. Community was quick to rally Local & California governments were quick to react Napa Valley Vintners cited as driving recovery & shifting narrative Events to attract visitors & heal community
  37. 37. Lesson 7: Perception trumps reality 37© Upright Position Communications, LLC All rights reserved.
  38. 38. Perceptions: 2004 Southeast Asian Tsunami Only 3% cite tsunami as the greatest barrier to visiting Asia 56% believed Indonesia is still severely affected Many destinations were misidentified as affected Source: Visa/PATA Asia Travel Intentions Survey 2007 38© Upright Position Communications, LLC All rights reserved.
  39. 39. Perceptions About Terrorism 0 13 25 38 50 63 Indonesia Sri Lanka Philippines India Thailand Malaysia Vietnam Korea China Japan “Please indicate which of the following destinations you believe have been subjected to terrorist attacks since 2001?” Markets with no reported terrorism-related loss of life: 2001-2007 39© Upright Position Communications, LLC All rights reserved. Source: Visa/PATA Asia Travel Intentions Survey 2007
  40. 40. Lesson 8: Travelers can be quick to return 40© Upright Position Communications, LLC All rights reserved.
  41. 41. Signs of Recovery Major tourism disasters in Southeast Asia 1997-2004 Economic crisis 9/11 SARS 1997 1998 1999 2000 2001 2002 2003 2004 Note: YOY growth rate, based on spend by quarter. 41© Upright Position Communications, LLC All rights reserved.
  42. 42. Recovery from 2004 Tsunami 0 10 20 30 40 Tsunami 42© Upright Position Communications, LLC All rights reserved. Note: YOY growth rate, based on average of preceding four weeks’ spend. Asia Pacific total Tsunami markets
  43. 43. Phuket Post-Tsunami Tsunami 43© Upright Position Communications, LLC All rights reserved.
  44. 44. 0.00 7.00 14.00 21.00 28.00 1998 2000 2002 2004 2006 2008 2010 2012 2014 Thailand’s Tourism Resilience Source: Tourism Authority of Thailand International visitors (millions) Economic Crisis 9/11 SARS Tsunami Recession Riots Coup Instability Airport Closure New Airport Problems Political Coup Flooding Demonstrations Military Coup 44© Upright Position Communications, LLC All rights reserved.
  45. 45. Understanding Traveler Concerns & Impact Tourism frequently represents 10% of a healthy economy’s national GDP Affected areas area not limited to those areas physically hit Source market travelers have different concerns Infrastructure recovery often precedes visitor return Good data is crucial 45© Upright Position Communications, LLC All rights reserved.
  46. 46. Final Thoughts Communicate strategically, honestly & factually Don’t neglect your active audience Feed the accurate information pipeline Use multiple social media channels Understand traveler priorities 46© Upright Position Communications, LLC All rights reserved.
  47. 47. For a free guide “8 Ways to Prepare for a Tourism Disaster Before it Happens” please visit: www.uprightcomms.com/IWINETC

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