Crisis communication key to manage tourism challenges: Indonesia Tourism Ministry

Monday, December 19, 2022

With the current tourism crisis communication challenges getting bigger, it is important to adapt, innovate, and collaborate with various parties, the Tourism and Creative Economy Ministry of Indonesia stated.

Speaking during a discussion related to “Destination and Industry” at the 2022 National Tourism and Creative Economy Coordination Meeting, the ministry’s head of communication bureau, I Gusti Ayu Dewi Hendriyani said, “Proper crisis communication can help to reduce issues from developing into a bigger one, whether communication at the preparedness level, emergency response, recovery, and normalization level.”

Speaking elaborately on the subject, she outlined four phases of tourism crisis management: the preparedness phase, the emergency response phase, the recovery phase, and the normalization phase.
In the preparedness phase the tourism and creative economy’s ecosystem is in a normal/pre-crisis stage. Hence, efforts made are focused on crisis preparedness and mitigation.

The emergency response phase necessitates action at the earliest. The ministry’s communication bureau has, so far, produced a press release as the ministry’s official statement to disseminate important information to all tourism and creative economy stakeholders.

The recovery phase is implemented with marketing recovery in which information is disseminated in various content formats, such as social media content, article content, and press releases, through various news angles.

In normalization phase, the performance of the tourism and creative economy ecosystem will begin to return to normal after the crisis.

To handle all of this, the ministry had formed a tourism crisis management, Hendriyani said adding that collaboration is conducted with internal and external parties from the Ministry of Tourism and Creative Economy.

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