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Keeping the wheels spinning

9th April 2020

Over the last few weeks, the world as we know it has changed beyond recognition causing an existential crisis for the travel and tourism industry. Things that we’ve always taken for granted such as basic freedom and spending time with family and friends have been restricted, meaning also that the way in which our potential visitors are able to interact with the outside world has completely turned on its head. This has had an immediate impact on how we can speak to, and engage with consumers right now. The industry should expect that this crisis will change people’s perspectives of the world beyond the Covid-19 period, and turbocharge trends which had already been emerging slowly, so it is imperative to be ready to adapt to these changes when we start transitioning to the recovery phase.

In this new virtual world, the team have been busy making sure your voice is heard in national lobbying discussions, monitoring local impact, providing you with the latest available information and support for businesses, adapting our consumer messaging and priorities, praising our business community for their efforts and championing local businesses. We’ve also been busy scouring the internet to gather insights on how other destinations are responding to the current situation, looking at trends and best practice examples.  From this we’ve pulled together the top six trends that we expect to see in the tourism industry as a result of Covid-19.

We don’t know how long this pandemic will last for and it is increasingly clear that while the visitor economy organisations are significantly affected, consumer motivations, behaviours and priorities are also changing. Consumer confidence is decreasing, as expected, and people are more cautious how and on what they are spending their money. In a survey carried out in March by Global Web Index among visitors from the UK and the USA who have cancelled/delayed trips due to Coronavirus, 43% of respondents said that they will be saving the money, 33% are looking to re-book at a later date and 14% of the respondents mentioned they will now spend it on a staycation when this is allowed.

Domestic tourism will be a priority for destinations across the globe, as it is forecasted that measures around this will be lifted before international travel starts again. As visitors begin to feel comfortable travelling again,  trips which are closer to home will be their first choice. This is expected to have a big impact on local markets and residents as well, who will now be invited to revisit what’s on their doorstep. Destinations and tourism and hospitality businesses will ask for their communities’ support more than ever to help with their recovery.

Don’t cancel, postpone is a message that is increasingly being shared by destinations. Businesses, regardless of their size, are being encouraged to give visitors the chance, where possible, to postpone their visit, rather than outright cancelling them. For an industry that relies so much on people experiencing and travelling, we are in turn expected to give visitors what they are asking for.

People’s awareness and expectations are changing. Global disruptors, such as the Covid-19 pandemic, are known to put things into perspective, with people becoming more focused on safety, well-being and wider social and environmental practices. With this in mind, any attempt to rebuild should be based on clear communication and an emphasis on taking the right steps to display this symbiotic relationship between great attractions, natural landscapes, visitors and local communities. Going the extra mile as a business in communicating and instilling a sense of safety to potential visitors will also go a long way in getting them to visit.

Travel is restricted but the mind can still wander. Continuing to communicate with your audience is vital. Destinations and businesses that manage to inspire visitors, feeding their imagination and provoking their curiosity will be a step closer to generating a visit when this phase ends. Due to current restrictions, people spend an increasing amount of time on the internet and it would be a wasted opportunity not to grab their attention. There’s no better time to reassess your content strategy and change your usual marketing plans and campaigns. Everyone is dreaming about roaming free, seeing family and friends, tasting amazing food and drinks and exploring places they always wanted to. It might be worth reallocating some budget towards paid social campaigns to increase visibility and showcase what your business and destination is all about. Many places are already taking advantage of this, by presenting their story virtually and the feedback is amazing. Remember that our gates will not be locked forever and whilst we can’t encourage physical visits, we have to continue interacting.

The United Nations World Tourism Organisation has identified Putting People First as one of the key priorities in dealing with the impacts of Covid-19. The current situation is undoubtedly affecting people in more ways than we can think of. Fears around health, economy, job security, safety are all severely impacting us, so let’s be human before anything else and help each other out, albeit virtually. Within tourism, places and people are what makes great destinations.

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