Answer:

The COVID-19 pandemic is, by its very nature, a global crisis that has affected all sectors and businesses, including tourism.

From its origin, throughout its development and particularly as we move towards recovery, we must use the fundamentals of crisis communication management to protect the image and reputation of businesses and destinations and, furthermore, emerge stronger and prepared to face rebounds of this pandemic, or perhaps to deal with other crises that we cannot yet foresee.

A crisis is a sudden and unexpected phenomenon that alters everything and compels us to rethink messages and strategies. Companies and institutions try to avoid them: sometimes they manage, and sometimes it is not possible, and they have to navigate through them.

The canons of crisis communication maintain that, in order to be effective, it should be able to prevent crisis. But how can a pandemic be avoided? Beyond the disquisitions about public management or the scientific aspects linked to the COVID-19 phenomenon, the reality is that companies and institutions must face an unprecedented event, a crisis with few references on which to rely on to adopt practices or actions. 

The reality is that all crises have many things in common. The very evolution of the pandemic and its sociological and economic impact have demonstrated the power of effective communication, even more in a connected world that has had to isolate itself, but in which we have desperately sought connection.

What, how and when should we communicate? This is a crisis that affects everyone, in all sectors, because it affects health and well-being. It is important to be able to read the signs, to understand the elements that build and will shape the collective mood, whose pillars are transparency, commitment and collaboration.