Travel and tourism brands are probably anxious (perhaps often confused) by the information coming from official agencies and governments.
And that's just people inside the industry.
Imagine how difficult it must be for travelers, many of whom will have an even bigger sense of unease about returning to the skies or hotels or places to visit, once the world and the industry try to return to normal.
The coronavirus is deadly and tragic in the way that it is having an impact of people, families, societies and every day life.
But, as destination specialist Doug Lansky points out, this doesn't mean that the industry should avoid putting things in perspective.
Or, on a practical level as brands and organizations look to the future, attempt to understand the fear better so we can make some smart adjustments.
His latest video guide explores the concept of fear.
Tourism rebounding from coronavirus fear