Join UNWTO, as well as major names in tourism and the media industry, to debate tourism’s role in the evolving media landscape.

Gain key insights into tourism-related communications, media relations for destinations and the sector at large.

Access the tools to better understand:

• how the media works and where tourism comes in,
• how tourism can play an on-going role in media communications, beyond the travel pages,
• how to work with the media in times of crisis, and
• how to develop more effective relations between the media and tourism authorities.

With global crisis continuing at political and economic levels, and its on-going, direct impact on the tourism sector, now more than ever it is vital that tourism stakeholders work with the media to ensure accuracy and momentum of messaging around both the state of the sector, and that of affected (and not affected) destinations.

The second of UNWTO’s annual “Tourism and the Media” global conferences, this year’s event will take a significant step forward, providing participants with key insights into tourism-related communications and media relations for destinations, and the sector at large, thus contributing to the ultimate  goal of mainstreaming tourism in economic and social awareness, and development planning.

The event has been carefully designed to offer the tools needed today by both industry and media representatives to facilitate a better understanding of:

• the media reality (editorial criteria/decision making processes, reporting methods), and the position of the tourism sector within the same;
• how tourism can play an on-going role in media communications, beyond the travel pages;
• how to work with the media in times of crisis, be they tourism related or not;
• how to develop more effective relations between the media and NTAs/NTOs.

Outcomes

By applying these tools, the conference will contribute to the better positioning of tourism coverage in the media as a concrete part of overall media messaging, fostering a better understanding by the wider public of tourism’s relevance as a driver of social and economic development, thereby:

• strengthening appreciation of the tourism sector at a broader economic and social level;
• strengthening understanding of the direct value the tourism sector can provide to global media
• coverage, increasing interaction between the tourism sector and non-tourism media, both in times of crisis, and ongoing ie. pre/post crisis periods,contributing to the perception of tourism as a shared national asset (culture, heritage, etc.),
• improving the perceived relevance of tourism for the national economy (employment & growth),
• framing tourism as a key element in the external image of a country.

Furthermore, the event will provide an important global networking opportunity.

Topics

• Communicating tourism in challenging times – making the case for tourism in a context of headlines dominated by economic and social upheavals
• Translating tourism issues into communications messages that can work for the media – how to make a tourism story relevant to business, economic, political and other non-tourism media
• Managing media relations
• Understanding and managing new media formats, including social media

To apply, please visit the website.