3. When addressing issues, use self awareness plus action and keep the tone measured When issues were acknowledged, travelers responded more positively when messaging demonstrated awareness and highlighted actions or efforts underway. Overly defensive or alarmist language tended to undermine credibility. Examples and ideas to consider: • Use a consistent structure that explains what travelers may be hearing, what is true today and what visitors can expect. • For severe weather, focus on preparedness and planning information, including how advisories work and how visitors receive updates. • For negative media moments, offer context and point travelers to current information rather than attempting to counter headlines directly. • Where appropriate, elevate local partners such as venues, hospitality providers, or transportation agencies to demonstrate coordinated effort. 4. Communicate safety through visual cues and practical context rather than claims Travelers often described wanting to feel that a destination is safe but expressed skepticism when safety was stated without supporting context. Visual cues and practical information tended to feel more credible. Examples and ideas to consider: • Use imagery that shows cleanliness, infrastructure, active public spaces and people enjoying the destination in everyday settings. • Include content that helps travelers navigate confidently, such as neighborhood guides, transportation tips, accessibility information and visitor support contacts. • When crime and safety concerns are present, focus on helping travelers understand how to plan rather than attempting to reassure through broad claims. 5. Maintain message clarity and represent a wide range of travelers Clear messaging and inclusive representation mattered to travelers. Content that felt narrow, unclear or missing basic information was more likely to receive negative feedback. Examples and ideas to consider: • Ensure each piece of creative clearly communicates where the destination is, what can be done there and who the experience is for. • Audit imagery to reflect a mix of ages, backgrounds and activity interests. • Balance outdoor, urban, cultural, culinary and relaxation experiences so more travelers can see themselves in the story. • Use captions or on screen text to clarify locations and activities, especially in video content.
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