Katherine Droga

Katherine specialises in tourism strategy and capacity building. She led Tourism Australia’s domestic and international operations across 16 countries for over a decade, and drove several natural disaster crisis management plans and campaigns to re-invigorate Tourism Australia.

After a significant natural disaster or terrorism incident is over, destinations require a strategy to move forward to help the tourism industry recover, rebuild and most importantly regain traveller confidence in the short and long term

COMMUNICATE

Communicate your intention/approach early to the tourism industry so they know you are galvanising a plan of action for them.

GLOBAL Learnings

Audit of case studies of major tourism destinations in the world that have experienced a major terrorism related disruption to their industry – eg Morocco, New York, Egypt Red Sea, Bali. Learn from what others have done. You could also consider tapping into learnings from destinations who have had to attract visitation after significant natural disasters.

STATE of PLAY

send out a benchmark survey to track impact on current bookings so this can be tracked/monitored over the coming year for uplift.

ENGAGE

Undertake a series of workshops with industry associations and leaders to seek input on solutions and get buy in. One voice is important.

IDENTIFY

Domestic and International market audit – identify markets and priority segments that are more resilient, less risk averse and thus bounce back quicker. Prioritise marketing activities to these audiences/markets.

CREATE

in the short term create a domestic campaign to boost domestic travel in Sri Lanka. This is can often be one of the quickest markets after a crisis to stimulate travel from.

PLAN

start to put longer term plans in place when other international markets, segments and travellers are willing to return. Working on these now is very important for future growth.