back in the year 2002 I was backpacking
back in the year 2002 I was backpacking in India as you can see I was a little
in India as you can see I was a little
in India as you can see I was a little younger then but still headed for the
younger then but still headed for the
younger then but still headed for the same beard it didn’t mean much to me
same beard it didn’t mean much to me
same beard it didn’t mean much to me then but in 2002 tourism in Israel was
then but in 2002 tourism in Israel was
then but in 2002 tourism in Israel was its lowest point in the last 25 years
its lowest point in the last 25 years
its lowest point in the last 25 years resulting from series of terror
resulting from series of terror
resulting from series of terror incidents one evening I was sitting with
incidents one evening I was sitting with
incidents one evening I was sitting with a fellow Israeli backpackers in a little
a fellow Israeli backpackers in a little
a fellow Israeli backpackers in a little tiny Indian restaurant each of us told
tiny Indian restaurant each of us told
tiny Indian restaurant each of us told how much how much money he had to save
how much how much money he had to save
how much how much money he had to save and how hard he has worked in order to
and how hard he has worked in order to
and how hard he has worked in order to travel to India all except for one
travel to India all except for one
travel to India all except for one Daniel Israel a tour guide in his mid
Daniel Israel a tour guide in his mid
Daniel Israel a tour guide in his mid fifties was been travelling India for
fifties was been travelling India for
fifties was been travelling India for about a year now when each of us told
about a year now when each of us told
about a year now when each of us told about the money he had to save Daniel
about the money he had to save Daniel
about the money he had to save Daniel told us that he actually saves money by
told us that he actually saves money by
told us that he actually saves money by traveling in India being Israeli tour
traveling in India being Israeli tour
traveling in India being Israeli tour guide in the year 2002 it made more
guide in the year 2002 it made more
guide in the year 2002 it made more sense to him to let his apartment in
sense to him to let his apartment in
sense to him to let his apartment in Jerusalem and travel in India than to
Jerusalem and travel in India than to
Jerusalem and travel in India than to have very little work and struggle to
have very little work and struggle to
have very little work and struggle to make a living Daniel isn’t once a victim
make a living Daniel isn’t once a victim
make a living Daniel isn’t once a victim of terror in the tourism industry
of terror in the tourism industry
of terror in the tourism industry Terrax are like icebergs when we’re
Terrax are like icebergs when we’re
Terrax are like icebergs when we’re hearing about terror incidents watching
hearing about terror incidents watching
hearing about terror incidents watching the news we are only looking at the tip
the news we are only looking at the tip
the news we are only looking at the tip of the iceberg but there is so much
of the iceberg but there is so much
of the iceberg but there is so much underwater there are tourist attraction
underwater there are tourist attraction
underwater there are tourist attraction and tourism jobs in people whose lives
and tourism jobs in people whose lives
and tourism jobs in people whose lives depend on tourism such as Danielle when
depend on tourism such as Danielle when
depend on tourism such as Danielle when terrorists hate the country they create
terrorists hate the country they create
terrorists hate the country they create iceberg that are aimed to make a country
iceberg that are aimed to make a country
iceberg that are aimed to make a country sink together with its job market
sink together with its job market
sink together with its job market economy and people in the year 2002 in
economy and people in the year 2002 in
economy and people in the year 2002 in Israel some 80,000 family who earned the
Israel some 80,000 family who earned the
Israel some 80,000 family who earned the bread from Turin
bread from Turin
bread from Turin them lost their main source of income
them lost their main source of income
them lost their main source of income resulting from terror on that year
resulting from terror on that year
resulting from terror on that year terror one in the very unsurprising way
terror one in the very unsurprising way
terror one in the very unsurprising way the key goal of terror is to create
the key goal of terror is to create
the key goal of terror is to create terror and being aware of that terrorist
terror and being aware of that terrorist
terror and being aware of that terrorist heats tourism destination trying to
heats tourism destination trying to
heats tourism destination trying to create an image that the place would be
create an image that the place would be
create an image that the place would be considered risky and safe or dangerous
considered risky and safe or dangerous
considered risky and safe or dangerous but in many cases the key word here is
but in many cases the key word here is
but in many cases the key word here is considered we need to remember that
considered we need to remember that
considered we need to remember that while a terror hits a certain location
while a terror hits a certain location
while a terror hits a certain location it should not refrain us from visiting
it should not refrain us from visiting
it should not refrain us from visiting other parts of the country we should
other parts of the country we should
other parts of the country we should remember that having a single terror
remember that having a single terror
remember that having a single terror attack does not mean terror will we
attack does not mean terror will we
attack does not mean terror will we happen again and lastly and just in case
happen again and lastly and just in case
happen again and lastly and just in case you are wondering the number one cause
you are wondering the number one cause
you are wondering the number one cause for unnatural death while traveling is
for unnatural death while traveling is
for unnatural death while traveling is transportation accidents so on it is
transportation accidents so on it is
transportation accidents so on it is important to stay away from terrorists
important to stay away from terrorists
important to stay away from terrorists it is of much greater importance to have
it is of much greater importance to have
it is of much greater importance to have your seatbelt on in recent years a large
your seatbelt on in recent years a large
your seatbelt on in recent years a large number of leading tourist destinations
number of leading tourist destinations
number of leading tourist destinations were hit by terror this terror cause
were hit by terror this terror cause
were hit by terror this terror cause negative images for this destination
negative images for this destination
negative images for this destination causing a significant damage to the
causing a significant damage to the
causing a significant damage to the destinations to this destination tourism
destinations to this destination tourism
destinations to this destination tourism industry the remedy for these negative
industry the remedy for these negative
industry the remedy for these negative images is tourism is tourism crisis
images is tourism is tourism crisis
images is tourism is tourism crisis marketing in crisis recovery marketing
marketing in crisis recovery marketing
marketing in crisis recovery marketing destination marketing specialists try to
destination marketing specialists try to
destination marketing specialists try to recover an image bring magic back to
recover an image bring magic back to
recover an image bring magic back to tourism and make the tourism brand come
tourism and make the tourism brand come
tourism and make the tourism brand come to life again it is based on the
to life again it is based on the
to life again it is based on the accumulated experience of hundreds of
accumulated experience of hundreds of
accumulated experience of hundreds of destinations that have undergone crises
destinations that have undergone crises
destinations that have undergone crises in the past and using their learnings
in the past and using their learnings
in the past and using their learnings and their strategies to build a
and their strategies to build a
and their strategies to build a marketing toolbox that can provide this
marketing toolbox that can provide this
marketing toolbox that can provide this nations with tools to have their success
nations with tools to have their success
nations with tools to have their success I have spent over a day
I have spent over a day
I have spent over a day Kait in the systematic analysis of tours
Kait in the systematic analysis of tours
Kait in the systematic analysis of tours and crisis and I can tell you that the
and crisis and I can tell you that the
and crisis and I can tell you that the suffering from crisis in the past can
suffering from crisis in the past can
suffering from crisis in the past can provide us valuable lessons for the
provide us valuable lessons for the
provide us valuable lessons for the future one country that suffer from
future one country that suffer from
future one country that suffer from several incidents of terror in recent
several incidents of terror in recent
several incidents of terror in recent years is Israel and Israel was using one
years is Israel and Israel was using one
years is Israel and Israel was using one of the strategies in this toolbox of
of the strategies in this toolbox of
of the strategies in this toolbox of geographic disassociation in this
geographic disassociation in this
geographic disassociation in this strategy places that are located in a
strategy places that are located in a
strategy places that are located in a region which is considered to be
region which is considered to be
region which is considered to be problematic try to disengage himself
problematic try to disengage himself
problematic try to disengage himself from the tree gene in order to protect
from the tree gene in order to protect
from the tree gene in order to protect your image the city of Tel Aviv which is
your image the city of Tel Aviv which is
your image the city of Tel Aviv which is globally known for its sunny beautiful
globally known for its sunny beautiful
globally known for its sunny beautiful beaches startup companies and lovely
beaches startup companies and lovely
beaches startup companies and lovely cuisine has been using this strategy
cuisine has been using this strategy
cuisine has been using this strategy following that the 2016-2017 campaign
following that the 2016-2017 campaign
following that the 2016-2017 campaign for Israel invites us for a refreshing
for Israel invites us for a refreshing
for Israel invites us for a refreshing summer refreshing city break in Tel Aviv
summer refreshing city break in Tel Aviv
summer refreshing city break in Tel Aviv and Jerusalem
two cities one break Tel Aviv Jerusalem
two cities one break Tel Aviv Jerusalem cook your trip now this beautiful
cook your trip now this beautiful
cook your trip now this beautiful campaign has it all
campaign has it all
campaign has it all bikinis beautiful scenery rich history
bikinis beautiful scenery rich history
bikinis beautiful scenery rich history and culture all except for one thing the
and culture all except for one thing the
and culture all except for one thing the word Israel another country that suffer
word Israel another country that suffer
word Israel another country that suffer from terror in recent years is Kenya in
from terror in recent years is Kenya in
from terror in recent years is Kenya in the year between 2012 to 2014 a series
the year between 2012 to 2014 a series
the year between 2012 to 2014 a series of terror incidents heated the country
of terror incidents heated the country
of terror incidents heated the country causing the loss of many lives and a
causing the loss of many lives and a
causing the loss of many lives and a significant damage to the country’s
significant damage to the country’s
significant damage to the country’s tourism industry one of these attacks
tourism industry one of these attacks
tourism industry one of these attacks have received the most attention was in
have received the most attention was in
have received the most attention was in happened on the Westgate shopping mall
happened on the Westgate shopping mall
happened on the Westgate shopping mall in Nairobi the capital of Kenya on this
in Nairobi the capital of Kenya on this
in Nairobi the capital of Kenya on this peaceful Saturday afternoon a group of
peaceful Saturday afternoon a group of
peaceful Saturday afternoon a group of terrorists stormed into this shopping
terrorists stormed into this shopping
terrorists stormed into this shopping mall shooting these ak-47 and throwing
mall shooting these ak-47 and throwing
mall shooting these ak-47 and throwing grenades at innocent shoppers the
grenades at innocent shoppers the
grenades at innocent shoppers the shooting inside the shopping mall
shooting inside the shopping mall
shooting inside the shopping mall continued for over 48 hours and as the
continued for over 48 hours and as the
continued for over 48 hours and as the attack ended 67 people lost their lives
attack ended 67 people lost their lives
attack ended 67 people lost their lives and some 175 were injured trying to
and some 175 were injured trying to
and some 175 were injured trying to shake off the terror from its image
shake off the terror from its image
shake off the terror from its image Kenya decided to focus on the social
Kenya decided to focus on the social
Kenya decided to focus on the social media while the country was associated
media while the country was associated
media while the country was associated with terror on the news media it wanted
with terror on the news media it wanted
with terror on the news media it wanted it was eager to show the world using
it was eager to show the world using
it was eager to show the world using social media that is this is far from
social media that is this is far from
social media that is this is far from being the case using the hashtag why I
being the case using the hashtag why I
being the case using the hashtag why I love Kenya tourists at visits in Kenya
love Kenya tourists at visits in Kenya
love Kenya tourists at visits in Kenya and members of the tourism industry were
and members of the tourism industry were
and members of the tourism industry were all invited to upload stories to social
all invited to upload stories to social
all invited to upload stories to social media and tell the world why they love
media and tell the world why they love
media and tell the world why they love Kenya this campaign turning the into a
Kenya this campaign turning the into a
Kenya this campaign turning the into a success and on Instagram alone some over
success and on Instagram alone some over
success and on Instagram alone some over 50,000 stories were uploaded sharing
50,000 stories were uploaded sharing
50,000 stories were uploaded sharing with the world how can is magical
with the world how can is magical
with the world how can is magical beautiful and peaceful in this campaign
beautiful and peaceful in this campaign
beautiful and peaceful in this campaign can you manage to battle the impacts of
can you manage to battle the impacts of
can you manage to battle the impacts of terror using smartphones and hash tag
another strategy in our toolbox is to
another strategy in our toolbox is to use alternative source market such as
use alternative source market such as
use alternative source market such as the places residents when the message is
the places residents when the message is
the places residents when the message is being delivered to us by marketers we
being delivered to us by marketers we
being delivered to us by marketers we all treat it very cautiously yet when a
all treat it very cautiously yet when a
all treat it very cautiously yet when a message about the destination comes from
message about the destination comes from
message about the destination comes from the places residents it is not only
the places residents it is not only
the places residents it is not only favorable but it is also trustworthy in
favorable but it is also trustworthy in
favorable but it is also trustworthy in January to 16 this strategy was put into
January to 16 this strategy was put into
January to 16 this strategy was put into use by the city of Brussels few weeks
use by the city of Brussels few weeks
use by the city of Brussels few weeks earlier the city of Brussels was under a
earlier the city of Brussels was under a
earlier the city of Brussels was under a security lockdown due to information
security lockdown due to information
security lockdown due to information about the possible terror attack
resulting from this information schools
resulting from this information schools shops proper public transportation were
shops proper public transportation were
shops proper public transportation were all closed and a damage was caused
all closed and a damage was caused
all closed and a damage was caused within sharp damage was close to the
within sharp damage was close to the
within sharp damage was close to the places image and a sharp decline
places image and a sharp decline
places image and a sharp decline happened on tourism and business using
happened on tourism and business using
happened on tourism and business using the media strategy of using an
the media strategy of using an
the media strategy of using an alternative audience at relative source
alternative audience at relative source
alternative audience at relative source market brussels launched a beautiful
market brussels launched a beautiful
market brussels launched a beautiful campaign called call brussels in this
campaign called call brussels in this
campaign called call brussels in this campaign three phone cabins were placed
campaign three phone cabins were placed
campaign three phone cabins were placed in central locations around Brussels and
in central locations around Brussels and
in central locations around Brussels and people from all over the world were
people from all over the world were
people from all over the world were encouraged to visit the campaign website
encouraged to visit the campaign website
encouraged to visit the campaign website call a passerby
call a passerby
call a passerby and ask them how Brussels is is it safe
and ask them how Brussels is is it safe
and ask them how Brussels is is it safe to come to Brussels
[Music]
speak English you see some people run
speak English you see some people run fighting with God or I got no way the
fighting with God or I got no way the
fighting with God or I got no way the people who called this potential
people who called this potential
people who called this potential tourists learn from the people of
tourists learn from the people of
tourists learn from the people of Brussels how Brussels really is not how
Brussels how Brussels really is not how
Brussels how Brussels really is not how it is portrayed in the news media by the
it is portrayed in the news media by the
it is portrayed in the news media by the way it really is from the people who
way it really is from the people who
way it really is from the people who really live there and there’s a huge
really live there and there’s a huge
really live there and there’s a huge difference in that
difference in that
difference in that Terrax and very quickly but their
Terrax and very quickly but their
Terrax and very quickly but their impacts may last for months or years
impacts may last for months or years
impacts may last for months or years terror acts are not only aimed at people
terror acts are not only aimed at people
terror acts are not only aimed at people but also at tourism jobs and the places
but also at tourism jobs and the places
but also at tourism jobs and the places economy
economy
economy Terrax take dozens or hundreds of
Terrax take dozens or hundreds of
Terrax take dozens or hundreds of victims but affect the life of millions
victims but affect the life of millions
victims but affect the life of millions when we follow terror acts when we are
when we follow terror acts when we are
when we follow terror acts when we are following terror the acts and the
following terror the acts and the
following terror the acts and the feeling we let Tara win when we cancel
feeling we let Tara win when we cancel
feeling we let Tara win when we cancel travel plan stay at home we let the
travel plan stay at home we let the
travel plan stay at home we let the tourist to get what they want they want
tourist to get what they want they want
tourist to get what they want they want to create a new distorted order in the
to create a new distorted order in the
to create a new distorted order in the world and when we cancel our travel
world and when we cancel our travel
world and when we cancel our travel plans we make this order to take place
plans we make this order to take place
plans we make this order to take place when on the other hand we choose to
when on the other hand we choose to
when on the other hand we choose to visit destinations that were hit by
visit destinations that were hit by
visit destinations that were hit by crisis we help to take an active role in
crisis we help to take an active role in
crisis we help to take an active role in the battle against the impact of terror
the battle against the impact of terror
the battle against the impact of terror by visiting the place we help the
by visiting the place we help the
by visiting the place we help the tourism economy to recover we help to
tourism economy to recover we help to
tourism economy to recover we help to shatter the negative stereotypes that
shatter the negative stereotypes that
shatter the negative stereotypes that work great about the destination and we
work great about the destination and we
work great about the destination and we help these icebergs we mentioned earlier
help these icebergs we mentioned earlier
help these icebergs we mentioned earlier to melt in this battle against tourism
to melt in this battle against tourism
to melt in this battle against tourism we’re not using camouflage students or
we’re not using camouflage students or
we’re not using camouflage students or ak-47 but bathing suits and little
ak-47 but bathing suits and little
ak-47 but bathing suits and little cocktail umbrellas
the recovery marketing toolbox is an
the recovery marketing toolbox is an essential aid for this nation that
essential aid for this nation that
essential aid for this nation that undergoing a crisis it helps us to show
undergoing a crisis it helps us to show
undergoing a crisis it helps us to show the world the uniqueness of beauty of
the world the uniqueness of beauty of
the world the uniqueness of beauty of places such as the Dead Sea in Israel or
places such as the Dead Sea in Israel or
places such as the Dead Sea in Israel or Kenya or Brussels or other places and to
Kenya or Brussels or other places and to
Kenya or Brussels or other places and to take this whole toolbox and trying to
take this whole toolbox and trying to
take this whole toolbox and trying to sum it into a few pieces of advice I
sum it into a few pieces of advice I
sum it into a few pieces of advice I like to remind you that there are four
like to remind you that there are four
like to remind you that there are four major things that we can do when we are
major things that we can do when we are
major things that we can do when we are facing such crisis firstly firstly we
facing such crisis firstly firstly we
facing such crisis firstly firstly we need to remember that the reality is the
need to remember that the reality is the
need to remember that the reality is the cause of the negative images and if we
cause of the negative images and if we
cause of the negative images and if we have a problematic reality the most
have a problematic reality the most
have a problematic reality the most effective way to handle the in the image
effective way to handle the in the image
effective way to handle the in the image problem is to make the reality of the
problem is to make the reality of the
problem is to make the reality of the destination safer of course as much as
destination safer of course as much as
destination safer of course as much as it is possible we need to be sure to be
it is possible we need to be sure to be
it is possible we need to be sure to be very proactive on our marketing to act
very proactive on our marketing to act
very proactive on our marketing to act fast develop a market strategy and see
fast develop a market strategy and see
fast develop a market strategy and see whatever we can do to make the recovery
whatever we can do to make the recovery
whatever we can do to make the recovery as fast and effective as possible
destinations should create a positive
destinations should create a positive stream of news that will flood the news
stream of news that will flood the news
stream of news that will flood the news media and make the negative news
media and make the negative news
media and make the negative news seamless and less and less significant
seamless and less and less significant
seamless and less and less significant and lastly we should work in different
and lastly we should work in different
and lastly we should work in different direction using different strategies
direction using different strategies
direction using different strategies different tactics and different channels
different tactics and different channels
different tactics and different channels such as social media the places
such as social media the places
such as social media the places residents public relations offend
residents public relations offend
residents public relations offend influencer marketing and other available
influencer marketing and other available
influencer marketing and other available tools in our toolbox using these
tools in our toolbox using these
tools in our toolbox using these guidelines destinations aim to step out
guidelines destinations aim to step out
guidelines destinations aim to step out from the darkness of terrorism into the
from the darkness of terrorism into the
from the darkness of terrorism into the bright sunny lines of tourism for the
bright sunny lines of tourism for the
bright sunny lines of tourism for the light of tourism to shine few things to
light of tourism to shine few things to
light of tourism to shine few things to take place local stakeholders should
take place local stakeholders should
take place local stakeholders should conduct every possible effort
conduct every possible effort
conduct every possible effort to make sure that the destination is
to make sure that the destination is
to make sure that the destination is super safe to welcome tourists
super safe to welcome tourists
super safe to welcome tourists destination marketing should do an
destination marketing should do an
destination marketing should do an outstanding job in convincing us that
outstanding job in convincing us that
outstanding job in convincing us that the destination is indeed safe and we as
the destination is indeed safe and we as
the destination is indeed safe and we as tourists should pack up and travel bring
tourists should pack up and travel bring
tourists should pack up and travel bring with bringing with us light to battle
with bringing with us light to battle
with bringing with us light to battle the darkness smiles to battle the fears
the darkness smiles to battle the fears
the darkness smiles to battle the fears and a smartphone so we can sure the
and a smartphone so we can sure the
and a smartphone so we can sure the world’s beauty and battle stereotypes it
world’s beauty and battle stereotypes it
world’s beauty and battle stereotypes it is within our hands to let terrorism win
is within our hands to let terrorism win
is within our hands to let terrorism win or lose travel and let tourism take over
or lose travel and let tourism take over
or lose travel and let tourism take over terrorism thank you
terrorism thank you
terrorism thank you [Applause]
”
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