How can you attract tourists in a global context of mistrust and fear of contagion?

"Now more than ever, communication is the driving force that will attract new travelers. Active listening, adapting business offerings and transparency will be key to rebuilding consumer confidence and encouraging them to travel again"

COVID-19 has led to unprecedented consequences around the world. Tourism, which accounts for 10.4% of global Gross Domestic Product (GDP) and creates 319 million jobs according to the World Travel and Tourism Council (WTTC), is one of the sectors most heavily impacted by movement restrictions, major trade fair and conferences cancellations, and the general fear of travelling. The tourism sector now faces a  reality that is completely different from anything experienced in the past.

Although no one is certain when it will end, everyone agrees we will be living a “new normal” sooner or later, and confidence, which has always been an essential factor for traveler loyalty, will be the key to everything.

In this new scenario, unique travel experiences will need to be combined with strict protocols that can guarantee everyone’s health and safety. Ongoing situation assessment, transparency and innovation are the bases of rethinking tourism promotion  in this new paradigm. Communication therefore plays an essential role, not only in guaranteeing brand, company and destination reputation, but especially in rebuilding consumer confidence and encouraging them to travel again.

People will always want to travel and discover new places. Even though travelers want to visit new destinations as soon as possible, everything suggests they will take their first steps slowly and cautiously. The industry must come back stronger in order to inspire the necessary confidence that, aside from speeding up the process, will enhance the sector's revival.

With ten years of experience in the sector, the LLYC team knows how to strengthen confidence in destinations, airlines, airports, hotels, restaurants, service providers and other tourism industry players to position them at stakeholders top-of-mind once again.



We are restarting the global tourism industry from scratch. We need to relearn how to manage country brands based on recognizing this “new traveler,” learning their expectations, fears and decision factors while also discovering what motivates them to visit a country (or avoid visiting one).


A city's brand is a concept, and a logo is simply one part of this communication. It leads the concept and is highly significant, but a city’s brand is just part of larger system that should reflect its inhabitants and acknowledge its history, traditions and culture. It should also convey its vision for the future, what it stands for and its strategic position compared to other, similar cities.


Guaranteeing guest and employee safety is the top priority for this sector, which was already working to tackle the new situation. Sanitary control protocols, the reinvention of buffets, service personalization, activity diversification and online check-ins are just some of the measures being adopted by the sector to regain traveler trust.


In a world where the sky seems to have shrunk, airlines are getting ready for a period in which people are expected to fly less and pay more. Regaining traveler trust so they return to the skies and make the business profitable again, while also respecting safety protocols are the main challenges for an industry that will probably need to shape itself around a smaller market.


Implementing mechanisms to coordinate passenger traffic inside air terminals, as well as ensure passengers comply with safety measures, will be the major challenges for the airport industry. With the main goal being to communicate safety and provide maximum confidence to passengers and professionals in the sector, it will be essential for airports, airlines and concessionaires to coordinate their efforts.


COVID-19 has boosted digitalization in the tourism sector by creating a new scenario in which all industry players must adapt to new sanitary control protocols. Apps, desk-free check-in solutions and integrated accommodation management are just some of the solutions travel technology providers are using to attract, acquire, service and retain customers, who will benefit from an anticipated consolidation in the sector. The main challenge facing these companies lies in raising their profiles in the sector as soon as possible and positioning themselves as allies for reactivating the tourism industry.


Online Travel Agencies (OTAs) have successfully emerged from many recent crises stronger, including 9/11, SARS, the recession and Zika... In an increasingly digital scenario, one in which consumers plan their travel via online platforms more and more, OTAs main challenge is to achieve marketing and customer service excellence. This is what will allow them to compete against the main search engines.


Difficulties surrounding in making future plans and lack of knowledge about health conditions on the ground will require swift adaptation to new demands. Reinventing holidays, offering new destinations, recognizing different travel seasons and the rise of digitalization will all be key to operating in a market that is markedly different from the one that existed before the pandemic.


The big question hanging over the restaurant sector is whether the consumption model is going to change and how certain business models will be affected. In a context where take-out and delivery services are here to stay, adaptation, digitalization and (especially) hospitality's value proposition will be key to attracting new customers.


Depending on the sanitary control protocols put in place, the sector may face reductions in the number of passanger allowed, therefore lowering profitability. This will lead to a reinvention of the offering based on innovation and technology. In turn, that will increase competitiveness in the sector.


Reinventing services while maintaining profitability de spite having fewer people on board is just one of the challenges facing this industry. As this sector offers experiences at sea, it is facing a common problem: Implementing strict cleaning and safety protocols without affecting the experience offered.


Their challenges lie in preventing crowds on piers without reducing maritime transport traffic and while guaranteeing compliance with health measures. They must also consider how to sanitize units entering their ports.


Avoiding crowds while maintaining profitability is the main challenge for this sector. It is simultaneously working to ensure the personal protection equipment provided to tourists for activities such as snorkeling, diving or mechanical games is virus-free. This must also be done without enlarging their ecological footprint or detracting from the experiences offered to travelers.

Contact an LLYC expert.

Partner and Senior Director
Óscar Iniesta
+34 660 201 020
B2C Manager
Laia Jardí
+34 628 673 970
Partner and Chief Talent and Technology Officer at LLYC
Tiago Vidal
+351 21 923 97 00
Partner and Managing Director Deep Digital Business LATAM
Javier Rosado
+507 206 5200
Director of the Tourism area
Anel Hernández
+52 1 55 4490 2138
Partner and Managing Director Andean Region
María Esteve
Partner and Managing Director Ecuador
Carlos Llanos
+593 2 256 5820
Gonzalo Carranza
+51 1 222 9491 (ext. 219)
Managing Director Chile
Marcos Sepúlveda
+56 22 207 3200
Partner and Talent Acquisition Leader
Mariano Vila
+54 11 5556 0700

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