How Travel Content Creators Can Play a Crucial Role in Crisis and Travel Impact Communications During Major Weather Events

Over the past few months we’ve seen Hurricanes Helene and Milton devastate parts of Florida and the southeastern U.S. with severe flooding, storm surges, and high winds. California experienced extreme heat, with temperatures reaching well above normal, leading to wildfires and drought conditions. South America and Asia have faced intense monsoonal flooding, particularly in regions of Chile and Southeast Asia, leading to destruction and displacement​. And, these are just a few of the examples!

With the certainty that these types of large-scale weather phenomena are continuing and will continue to occur, how do we as a community who normally promotes visitation to areas which might be impacted at some point become part of the help and not the hurt.

Travel content creators are often seen as the storytellers of the tourism world, showcasing destinations, experiences, and local cultures. However, their role can become far more impactful during times of crisis, particularly when a major weather event like a hurricane, flood, or wildfire devastates a region. When natural disasters occur, these creators have the unique ability to become pivotal communicators before, during, and after the event. Their platforms offer both local and global audiences valuable information, perspective, and reassurance when it matters most.

Here’s how travel content creators can collaborate with destinations to manage crisis and travel impact communications during such critical moments:

1. Pre-Crisis Communications: Building Awareness and Preparedness

Travel content creators have a responsibility to inform their audiences about potential risks when visiting vulnerable regions, particularly during storm seasons or when natural disaster risks are high. Working with local destinations, creators can develop content that educates tourists and locals alike on how to prepare for weather events, such as:

• Sharing emergency preparedness tips: Creators can provide a visual and accessible breakdown of how visitors can prepare for extreme weather, from packing essentials to understanding local emergency procedures.
• Promoting local resources: Travel creators can highlight the importance of accessing local weather apps, disaster alert systems, and community shelters.
• Developing partnerships with local emergency services: Working alongside local authorities, content creators can co-create videos or blog posts that direct their audience to official channels for real-time updates.

By being proactive, travel influencers can help destinations minimize confusion and panic during impending natural disasters.

2. During the Crisis: Real-Time Updates and Responsible Reporting

Once a crisis hits, travel content creators can provide crucial real-time updates and firsthand accounts that contribute to safety and awareness, while adhering to ethical and responsible practices. Here’s how they can make a difference:

• Offering real-time communication: Content creators who are on the ground or nearby can become important conduits of information. They can keep travelers and their audiences updated about current conditions, road closures, evacuation routes, and the state of local infrastructure.
• Highlighting the human impact: Creators can share firsthand stories of the impact on the community, portraying the humanity behind the headlines. This could be through interviews with locals, business owners, or affected tourists.
• Maintaining ethical coverage: During times of crisis, content creators must be mindful not to sensationalize the disaster or capitalize on tragedy. Prioritizing sensitive storytelling that respects the dignity of those affected and aligns with official sources is essential to avoid spreading misinformation.
• Sharing official updates: Influencers can help amplify official emergency communications from authorities like FEMA, the Red Cross, and local government agencies, ensuring that their audiences are receiving accurate, verified information.

3. Post-Crisis Communications: Rebuilding and Recovery

In the aftermath of a disaster, travel content creators play a vital role in both the immediate recovery efforts and the long-term rebuilding of a destination’s tourism industry. Here are some ways they can contribute:

• Driving fundraising and relief efforts: Content creators can collaborate with local nonprofits, charities, and aid organizations to promote disaster relief efforts, fundraisers, and donation drives. By leveraging their platform, they can channel financial and volunteer support to the region.
• Highlighting recovery progress: As the region begins to recover, creators can share stories of rebuilding and hope, showcasing the resilience of local communities. These stories help to attract attention to the ongoing needs of the area and keep it in the global conversation.
• Promoting responsible tourism during recovery: Once it’s safe to do so, travel creators can encourage their audience to visit the region again, emphasizing the importance of tourism dollars in helping the local economy bounce back. This includes promoting alternative, less-affected areas within the region or showcasing specific businesses that have reopened and are in need of patronage.
• Restoring the destination’s image: Natural disasters often leave long-term impacts on a destination’s tourism reputation. Travel influencers can play a major role in reshaping the narrative and rebuilding confidence in the safety and desirability of the region as a tourist destination. Highlighting sustainable and responsible tourism options that respect the post-crisis landscape is critical in this phase.

Photo: VisitSmokies.org

4. Building Lasting Partnerships with Destinations

For travel content creators to effectively assist in crisis communications, it is essential to build strong, ongoing relationships with destination marketing organizations (DMOs), local tourism boards, and emergency management agencies. By establishing these connections before any crisis occurs, creators can ensure they are seen as trusted partners and collaborators in times of need.

Additionally, DMOs should consider travel influencers as part of their broader crisis communication plans. Creators should be integrated into emergency response strategies so they can efficiently coordinate messages and assist with recovery efforts. This approach makes it easier for them to quickly pivot and support destinations when the unexpected happens.

Conclusion

Major weather events that result in the loss of life and property require careful, empathetic, and responsible communication. Travel content creators, with their ability to reach vast, engaged audiences, have a unique role to play in these times of crisis. By working alongside destinations, they can help to inform, protect, and support communities while contributing to both immediate relief efforts and long-term recovery. As trusted communicators, their impact extends far beyond content creation, enabling them to become vital advocates during some of the most challenging times a region may face.

By leveraging their platforms to provide accurate information, offer support, and promote rebuilding efforts, travel content creators can demonstrate their deep commitment to the destinations they love and the people who live there. Everyone stay safe out there!