There’s no way to avoid them. We’re past the point of denial. Climate change and the subsequent natural disasters that come with it are here, impacting top destinations around the world.
Of course, DMOs work year‐round to promote their best characteristics of each season, but the “fifth season” of tourism comes with tremendous potential for loss of property and lives of locals and visitors.
We’re talking about floods, wildfires, mudslides and more.
DMOs can take natural disasters seriously, while also embracing the inevitability of a different traveling experience.
Arianna Howe - Sparkloft Media
For the most part, these natural disturbances have been played down, normally addressed by marketers on social media via safety information posts for potential threats. But why has the travel and tourism industry been slow to address these issues when it’s “off season?”
As travelers become more conscientious of the impact of their travel, destinations should do the same.
While “embrace” is not the right word to describe the drastic changes our favorite vacation destinations are going through, DMOs must face the tough reality of weather, or in the case of the 2020s, a pandemic, and its impact on tourism during peak travel months.
There’s no secret that consumers frequently address their own concerns for safety and the loss of their favorite destinations on social media.
It’s time to think forward and utilize strategic social media targeting and organic posts to properly recognize these very real issues, in an informative and educational way. Continue to encourage travel, but with an overarching theme of safety to support the area.
What can DMOs and tourism‐reliant companies do to showcase strong, adaptable vacation and business meetings markets in these impacted areas?
We understand and here’s what we’re doing
Destinations must partner directly with organizations and local government agencies working to address issues such as floods, mudslides, fires, etc., and provide key proactive information on what these preventative measures look like, how they impact certain times of the year, and what visitors and local can expect during high‐vulnerability times.
Infrastructure updates, construction schedules and expected road closures can be turned into learning opportunities for dedicated tourists, looking to book the perfect time to visit – perhaps one where there are fewer crowds.
Showcase improvements
While it may not be viral, trendy content, highlighting improvements made to take on climate change, natural disasters or other items traditionally viewed as a tourism deterrent, can be vital information for potential visitors.
Plus, it may help increase engagement with locals, who aren’t technically tourists, but still contribute and benefit from increased awareness and spending on new opportunities.
Has an outdoor eating area been reinforced? Are new, safer trails cut through parks? Have parking structures and bridges been retrofitted to withstand stronger weather patterns?
Take the climate crisis seriously and make it a part of the experience.
"Storm Chasers"
While safety is always a priority, there is certainly a market for those looking for a more extreme vacation opportunity.
Social media itself, has grown the popularity of hurricane watchers, storm festivals and conservationist trips.
Embrace the new market – these potential visitors will certainly be able to entertain themselves, and can provide the much‐needed revenue for local businesses during a normally slower season, or one impacted by an untimely event.
Help fight overtourism
Addressing these changes may also help in the fight against over‐tourism for popular destinations.
Many DMOs struggle with increased wear in walking paths, garbage piled up or the destruction of beloved landmarks, as they continue to tout well‐known attractions.
By further spreading out visitors into new, less‐popular (but still exciting) areas, rather than concentrating on one mainstage, local attraction, you’ll diversify your social content, while also providing exciting new things for locals and travelers to enjoy.
The important aspect to take away is the need for open conversations, year‐round through social media. A comprehensive community management strategy will allow your DMO to communicate with travelers, looking for answers in a quick and efficient manner, as they consider booking that trip.
DMOs can take natural disasters seriously, while also embracing the inevitability of a different traveling experience. Create a deeper, richer experience outside of the potential issue, as long as it’s safe, of course.