What happens when the world starts watching before an organisation is ready to explain?
A flood, wildfire, earthquake, major accident, infrastructure failure, security incident or other crisis can change the perception of a destination within minutes. Today, the first images may appear on a smartphone before the first official statement is prepared. Social media can spread information globally within seconds, livestreams can shape an immediate narrative, and AI can amplify, alter or reproduce content on an unprecedented scale.
This is where THE FIRST SIX begins.
THE FIRST SIX is an international, practical crisis communication framework designed for the decisive first hours of a crisis – when information is incomplete, pressure is high and different stakeholders are looking for answers.
It brings together tourism strategy, destination resilience, real-world media experience and the realities of today’s digital and AI-driven information environment.
TWO PERSPECTIVES. ONE CRISIS REALITY.
THE FIRST SIX brings together two complementary perspectives: international tourism expertise and first-hand media experience.
Prof. Dr. Wolfgang Georg Arlt, tourism researcher and founder of the Meaningful Tourism Centre, contributes decades of international experience in tourism research, destination development, resilience and Meaningful Tourism. His perspective focuses on the tourism system as a whole and on how destinations can strengthen resilience and respond to disruption.
Sven Klawunder, journalist, tourism media specialist and CEO of Flying Media, brings more than two decades of international experience in reporting, media production and tourism communication, including practical experience from crisis and disaster situations.
His perspective addresses a crucial question:
What does the media actually need when a crisis happens – and what will the world see before an organisation is ready to speak?
Together, they bridge the gap between science and practice, strategy and action, knowledge and storytelling.
THE FIRST SIX combines these two complementary worlds to create a distinctive approach to tourism crisis communication in an age of social media and AI.
Protect the People. Protect the Truth. Protect the Destination.
THE FIRST SIX focuses on what happens after a crisis has occurred, when communication becomes an immediate challenge.
It does not address disaster prevention, search and rescue, or technical emergency management. Instead, it focuses on the communication challenges that follow: how tourism organisations can prepare to communicate clearly, credibly and effectively under pressure.
The framework connects three critical stages:
6 HOURS → 72 HOURS → 6 MONTHS
The first six hours can shape the following days, while communication decisions made during a crisis can influence the longer-term recovery process.
The aim is not to control the crisis or every image and message surrounding it. Instead, THE FIRST SIX provides a structured approach to creating clarity, credibility and coordinated action when information is moving faster than institutions can respond.
“The first six hours can define the next six months.”
“Don’t just communicate the crisis. Communicate the way out of it.”
THE FIRST SIX can be delivered in different formats depending on the needs, time and level of preparation of the organisation.
THE FIRST SIX – Keynote
45 Minutes | When the World Starts Watching
A focused and inspiring introduction to tourism crisis communication in the digital and AI-driven information environment.
The keynote combines inspiration, real-world crisis stories, tourism expertise and practical insights. Participants explore why the first hours of a crisis matter, how media and digital channels shape perception, and what tourism organisations need to consider when the world starts watching.
The keynote is particularly suitable for conferences, tourism events, industry meetings and organisations seeking to introduce the topic of crisis communication to a wider audience.
From Crisis to Confidence
Designed for destinations, tourism boards, countries, airlines, airports, hotels, resorts, theme parks, leisure attractions and other tourism-related organisations, the one-day workshop prepares teams for the decisive first hours of a crisis.
Combining tourism expertise with international media experience, the workshop moves from understanding to practical application.
Participants work with:
Participants learn how to assess a developing situation, coordinate stakeholders, establish clear responsibilities, communicate verified facts, respond to media and digital challenges, and protect reputation and visitor confidence.
The outcome: greater preparedness, clearer communication structures and practical tools to respond more confidently when the world starts watching.
Build Your System. Test Your Readiness. Protect Your Destination.
The THE FIRST SIX Tourism Crisis Communication Lab is an intensive, hands-on programme designed for organisations that want to go beyond awareness and build a crisis communication system tailored to their own needs.
Over two intensive days, participants examine their existing communication structures and develop practical processes for the critical first hours of a crisis.
The Lab includes:
The Lab transforms the THE FIRST SIX framework into an actionable crisis communication approach strategically tailored to the participating organisation.
The Outcome
A stronger crisis communication structure, clearer decision-making processes and practical tools that help an organisation prepare, respond and recover with confidence.
A crisis does not end when the immediate emergency is over.
The way an organisation communicates during the first hours can influence media coverage, stakeholder confidence, public perception and the longer-term recovery of a destination or tourism business.
THE FIRST SIX therefore connects immediate crisis communication with the longer-term process of tourism recovery.
Whether delivered as a keynote, a one-day workshop or an intensive two-day Crisis Communication Lab, THE FIRST SIX provides tourism organisations with perspectives and practical tools for communicating when information moves faster than institutions.
When the world starts watching, preparation matters.
For more information, click here.
For further information please contact info@meaningfultourismcentre.org