After the Crisis: How COVID-19 Is Impacting Destination Marketing


Unlike crises of the past, the global COVID-19 pandemic has been characterised by increased and extended uncertainty. Border closures, economic slowdown and heightened consumer fears have resulted in a major shock to domestic and international activity. This effect is especially pronounced in countries whose economies rely heavily on tourism.

As we shift from lockdown to recovery, we will not be returning to life as was, or to a single, stable ‘new normal’. We need to plan for multiple recovery scenarios. In this report, we examine three economic recovery scenarios through multiple lenses and how each will differ for destination marketing.

Returning to pre-pandemic levels of tourism will require rebuilding confidence and trust in the end-to-end travel experience. We examine these trust elements and how destination marketing bodies can start to plan for the future.