Tourist authorities in Australia appear to be taking a low-key approach to ensuring visitor activity is not affected by the huge floods in Queensland, Australia.
But when a natural disaster impacts a huge area and achieves global media coverage, officials face a tricky balancing act of maintaining confidence amongst new arrivals while acknowledging that some things are often actually more important than tourism.
With the flood estimated to be hitting an area in size greater than France and Germany combined, this is difficult.
So, spare a thought for Tourism Queensland, the tourism board behind the high profile Best Job in the World project, which has said that the impact from the first year of its campaign was hit by the economic slowdown despite the huge coverage its award-winning campaign.
And now, two years on, it is at the centre of efforts to shore up confidence among travellers that Queensland is still a safe and desirable place to go.
QueenslandHolidays is the main consumer-facing portal from Tourism Queensland. The site has a small message on its homepage directing users to a page with the latest information about the flooded areas, with links to official sources and relief efforts.
The main TourismQueensland site, primarily used as a media and travel trade portal, is less upfront about what is happening on the ground, with no mention on the homepage or newsroom.
On the social side, Tourism Queensland's Facebook page (303,000+ fans) has a few messages of support from visitors but no over-arching message from officials with latest information.
The first mention of the floods on its Twitter profile (11,500+ followers) took place earlier today, with a link to same information page on the consumer site.
Tourism Queensland faces similar issues as states along the Gulf of Mexico in the summer of 2010 following the oil spill. Many took a while to acknowledge - at least from an online perspective - what was happening on their beaches.