Navigating Tourism Recovery: Hurricane Helene Relief

Tourism Recovery After Hurricane Helene: How We Can Help

In the wake of Hurricane Helene, many communities in our region face unimaginable challenges. Homes have been lost, businesses devastated, and lives forever changed. As we witness this destruction, our hearts ache for those impacted. Now is a time for unity and support for our neighbors in need.

Recovery from a natural disaster is complex and takes time. As a tourism marketing agency, we recognize that travel plays a crucial role in economic recovery. Our goal is to offer resources and guidance on how to navigate this disaster with compassion, while addressing the immediate needs of those affected. Tourism recovery can be an essential lifeline for communities trying to rebuild, but the “when” and “how” of marketing a community post-crisis is delicate.

Immediate Relief Efforts: How You Can Help

As relief efforts ramp up, we’re seeing inspiring stories and signs of hope for a steady, if not swift, rebuilding process. Communities across the Southeast are stepping up to help, from delivering food and supplies to restoring power and shelter to hard-hit mountain towns. In remote areas of North Carolina, pack mules are being used to deliver essential supplies to residents and families cut off by the storm.

The first stage of rebuilding is always on-the-ground action. If you’re in a position as a regional or local community leader, to promote vetted organizations aiding in recovery, we encourage you to use your digital megaphone accordingly.

Here are several trusted organizations actively working in Helene-impacted regions:

With a rise in misinformation recently, especially on digital and social channels, we believe DMOs, CVBs, and municipal leaders have an even greater obligation to share quality, factual information and direct-link resources whenever possible. The more quality information in a community, the greater the engagement with credible solutions.

Preparing for Long-Term Recovery Together

While immediate needs are being met, it’s important for city and community leaders to start planning for long-term recovery as soon as possible. Tourism recovery is often a vital lifeline for many communities, especially those dependent on travel for their local economies. Many of the communities hit hardest by Helene are known destinations – including Asheville, NC and Chimney Rock Village in the Blue Ridge Mountains.

Done with sensitivity and thoughtfulness, a targeted campaign to “reintroduce tourism” as a local priority can help restore livelihoods, jobs, and hope much more quickly than if not made a priority.

As tourism professionals, we understand that promoting travel in the wake of disaster must be done with care. One critical planning step is to align your marketing with infrastructure recovery timelines. Look to utilities providers first and seek out worst-case timelines as your starting point for considering when to begin promoting the region as “open for business.” In Georgia and North Carolina, local and regional power companies are already making strides in restoring critical services. BUT, roads often take even longer to repair, so engaging with transportation departments is also a critical step in building an appropriate recovery promotion timeline for marketing.

Despite infrastructure-related delays, CVBs and Chambers of Commerce can support local businesses in other creative ways. Consider spotlighting local businesses with e-commerce capabilities, to support out-of-area inflow of revenue. You can also spotlight individual businesses or attractions one-by-one as they come online. This kind of light “drip” content marketing can be particularly effective in building momentum around your recovery and creating a positive perception.

Compassionate Messaging for Tourism Recovery

Balancing tourism recovery efforts with on-point messaging is key for destination marketing organizations (DMOs) and tourism leaders. Here are some ways your organization can approach getting a tactful narrative in place, with actions to back up your words.

Delay or Sunset Existing Campaigns: Statewide entities in Florida and elsewhere have a history of delaying or canceling existing integrated advertising and tourism campaigns, with good reason. This is one of the most important “first actions” community marketers should take post-disaster. Taking action within a few weeks of the crisis is ideal, to avoid wasting money and to avoid conflicting narratives.
Work Closely with Local Leaders: Partner with local governments and emergency agencies to ensure your messaging is accurate and timely. We recommend coordinating regular touchpoints with key municipal, regional, and statewide entities.
Highlight Stories of Recovery: Share stories of resilience from organizations like Samaritan’s Purse and others working on the front lines. These stories inspire hope and motivate others to support disaster relief. People
Deploy a Phased Campaign with Layered Messaging: Phased marketing campaigns can take more work to plan. But they’re worth it. In developing a post-crisis approach, start with first-phase promotional messaging that communicates buy-in from locals. Show (don’t just tell) that your destinations and attractions are actually ready for visitors. Use first-person testimonials or videos. They’re one of the most effective tools for convincing cautious would-be visitors. Later phase messaging can focus more on the value of a visit to the community; allowing outsiders to “feel part of” the rebuilding through support of the local economy.

Moving Forward: How Tourism Can Support Long-Term Recovery

Hurricane Helene’s effects will be felt for some time, but through compassion, collaboration, and thoughtful action, we can help these towns and cities come back stronger.

For those in a position to give, consider donating to the relief organizations mentioned above. When travel resumes, visiting these communities will offer much-needed support for both their economies and the spirits of those who call these places home.

In this journey of recovery, tourism can play a transformative role. Let’s all be part of the solution, helping these communities rebuild, one visit at a time.

Contributors to this article include: Maryn Graves, Abbie Kate Hancock, and Michelle Stark.