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Taking a realistic look at tourism in a time of terrorism: the travel industry must come to grips with the fact that it is caught in the middle of a war in which its clients can all too easily become victims - Americans Abroad

Peter E. Tarlow

THE MISS WORLD RIOTS that took place in Nigeria were more than a mere fight between what some might call religious fanatics and others might call a trivial indulgence of beauty. The Nigerian conflict is symbolic of the cultural wars raging across the globe between Western civilization and militant movements such as radical Islam.

In reality, these militant movements exist in every society. They are often composed of people who seek to create a world in which women are forced to remain virtual prisoners in the home, where people are judged not by the "quality of their person," but, rather, by the group to which they were born. These are movements that teach their members to hate the other person simply because he or she is part of another group, be it national, religious, linguistic, or ethnic. These cultural wars are unique in that they do not seek to control land as much as to dictate culture, win hearts and minds, and destroy economies.

Tourism, the world's largest industry, is caught directly in the forefront of these new conflicts. Ironically, mass tourism is a recent invention. Prior to World War II, travel often was only for the very wealthy or those unlucky enough to need to have to do so. Indeed, the modern word for travel is derived from the French word travail, meaning labor or work. Travail, in turn, is derived from the Latin word meaning pitchfork. For most of history, this term has been very appropriate. Since Word War II and the spread of capitalism, however, tourism has become not only an affordable commodity, but a pleasurable leisure activity. This change of attitude is so prevalent that the Western world has come to see travel as a basic human right. Along with the spread of capitalism has come phenomenal growth in international trade, and tourism has become part of that trade. From leisure to business travel and/or business plus pleasure travel, this modern industry plays a major role in economies around the globe.

Interestingly, the rise of heritage tourism has also provoked the rise of radical nostalgia, where people seeking a return to their imagined culture attempt to destroy current cultures. This mind-set could be reason enough for those wishing to turn the clock back to attack the tourism industry, but tourism faces still other challenges. For a starter, terrorists traditionally have sought to destroy national icons, many of which are the attractions upon which tourism is based. The Statue of Liberty, the Eiffel Tower, Big Ben, and the Prado are by definition targets of potential terrorist attacks. These icons are, in fact, the symbolic heart and soul of the country. As the keeper of a nation's icons, the tourism industry is more than merely a repository, it is the symbol of national hospitality. The tourism industry can be considered the host of a nation, the way that locals meet others and in the end combat xenophobia.

A good example of how tourism and terrorism are interconnected is the 2002 Passover massacre in Netanya, Israel. That attack targeted a popular seaside hotel, killing more than 20 innocent people as an act of political and economic warfare. Such incidents are not confined to any one area of the globe. No part of the world of tourism is secure. The U.S. Department of State has issued travel warnings to a variety of countries, including Colombia, Afghanistan, Fiji, and Cyprus, as well as sub-Saharan Africa and the Middle East. Terrorism has struck installations in such key tourism nations as Mexico, England, South Africa, Brazil, France, Russia, and, of course, the U.S.

The recent cruise line health scares may have had nothing to do with terrorist acts, but they symbolize how quickly that part of the travel industry could be impacted by planned biological attacks. Indeed, between snipers and terrorists, the travel industry's basic health is as much at risk as are the passengers aboard a "sick" ship. Since 9/11, major attacks have taken place against the tourism industry, killing hundreds of people, including the nightclub bombing in Bali, the hostage drama at the Moscow Theater, and the attack on the Paradise Hotel in Kenya. This list does not include the shootings in 2002 at Los Angeles' International Airport or the attacks on French visitors in Pakistan.

There are numerous reasons why tourism attracts terrorists. By following patterns, however, we can begin to gather a clearer picture of their interrelationship:

* Tourism is a major economic generator for many nations and a source of foreign currency. For instance, in the U.S., it adds at least $95,000,000,000 to the economy. In fact, tourism is now among the three largest industries in every state of the Union. Tourism employs approximately 18,000,000 Americans with a payroll of more than $160,000,000,000.

* Attacks on tourism sites are a good way to get terrorists' messages to the media. Tourism is a publicity-oriented industry, and terrorists win simply by getting media attention. No matter how horrific the attack may be, the mere fact that someone is listening encourages terrorist attacks at tourism sites.

* The tourism industry has been slow to deal with issues of security. There still persist too many in the field who live by the old paradigm that a security presence will scare away tourism. In reality, nothing could be further from the truth. Tourists today demand safety and security by well-trained professionals. These people need to understand both tourism and security issues. One of the more-interesting propositions to note is that, as customer service increases, so does tourism security.

* Terrorists know that too much tourism security is of a feel-good nature. Terrorists do not act impulsively. They study their targets and know their weaknesses. Yet, one only has to go to an airport to realize that much of the security measures put into place after Sept. 11 made little sense and seemed to be designed to be a hassle for the traveler, rather than a protection. In the U.S., the new Transportation Safety Commission has begun a major reevaluation, but a great deal more needs to be done. Hotels and motels must begin to redesign themselves according to TPTED (terrorism protection through environmental design) principles just at they needed to confront CPTED (crime prevention through environmental design) in the 1990s.

* The linkage between health and travel must be looked at in a more-serious manner. Until now, few have considered the issue of a "suicide disease carrier."

Yet, the recent cruise ship scare should indicate to the entire industry just how vulnerable are its transportation arteries, airplanes, cruise ships, and even lodging centers.

Tourism is a unique industry in a number of ways. It is a composite made up of various components, many of which sell perishable products. This not only is true of the restaurant industry, but of lodging and transportation. For instance, an unsold bed night can never be recovered, and an empty airline seat loses its value the minute the plane leaves the gate. Furthermore, vacation destinations are choices, not obligations. Tourists tend to remember the one bad experience and often use that negative to cancel numerous positive ones.

In the post-Sept. 11 world, the industry needs to take into account the cost of one bad headline. Put another way, good security can help to guarantee survival. Security plus service and value for money will become the basis for 21st-century success. There are many things, then, that the tourism and travel industry will need to do in order to guarantee its success.

It must understand that security and risk management not only add to the bottom line, but can be used to create new attractions. A case in point is Egypt, which had a number of visitors who wanted to explore its off-road deserts. By developing a cooperative plan between the Egyptian tourism board and national security agencies, off-road desert explorers are now outfitted with the proper equipment and special telephones. In a like manner, Israel's El AL airline has turned the threats against it into additional business by becoming the most-secure airline in the world.

Security is expensive, and there will be a need for private/public partnerships in the tourism area. Security must always be real. Phony security leads to a lack of credibility. Too much of tourism security is "lights and mirrors." The public knows when it is being fooled, and the industry loses credibility. The hospitality industry's number-one job is to protect its guests. If it fails in this regard, all else become irrelevant. Real security involves training, education, investments in software and hardware, and the understanding that security is not a simplistic discipline. It also is time-related. Tourism security personnel need continual briefings and must be flexible enough to adjust their procedures to a constantly changing environment.

The industry has to be honest about risks. There is no activity--including sitting in one's home--that does not involve some. Risk management is essential in every aspect of tourism from events to transportation, from food services to entertainment. Often, the best way to avoid a crisis is through good risk management, which can be a lot less costly both in lives and money.

No matter how well the tourism industry protects its clients, much of personal protection lies with the individual traveler. There is no magic formula to taking care of oneself, but here are a few simple guidelines to consider:

* Use common sense when you are in a new locale. Remember that you, the visitor, are on strange turf and that the bad guy is on home ground.

* Be cautious when traveling. Whenever possible, blend in and try to dress as the locals do. Consult maps before leaving a building; try to notice if someone is stating at you; and leave your camera in your pocket or purse.

* Know what is expected of you. Ask before arriving what tipping policies are, how much cab rides ought to cost, and do not be afraid to say no. Never get into a situation that feels uncomfortable. If you do, remember that nothing is worth your life. It is better to lose some cash than to be injured or murdered.

* Lowering of inhibitions in a strange place can be dangerous. Letting down one's guard on familiar territory is risky enough, but in a strange city, with a different language and currency, you may be placing yourself in a very difficult situation. If you are going to drink, do so with a group of friends and at a place that you have checked out beforehand.

* Vacations can be called the stressful search for fun. They needn't be. Remember that travel today is a challenge and that the passenger is rarely in control. Rather than getting stressed out and angry, learn to go with the flow and use this time as a period of flexibility and growth.

* When traveling abroad, make three notarized photocopies of your passport. Leave one copy at home with someone whom you will be able to locate if needed; carry one on your person; and leave one in a secure place. In this way, you can leave your actual passport in the hotel safe and still have legal identification with you.

* Take a combination of cash, traveler's checks, and ATM credit cards. That way, if one system fails, you still have two other money sources.

* If staying in a foreign country for an extended period of time, register with the American Embassy/consulate office. The U.S. government cannot help you if it does not know where to find you.

* Make sure that someone at home has your itinerary. Things could go wrong at home while you are on the road. The easier someone can find you, the fewer hassles you will have when you get home.

* Never keep your wallet in your back pocket. Instead, place two rubber bands around your wallet (one horizontally and one vertically) and place it in your front pocket. Women should never put their pocketbook strap over their neck. Instead, place the pocketbook on the side opposite the street and walk with the strap over the shoulder with a hand firmly on the clasp.

* The less you bring, the happier you will be. A simple rule of thumb is to pack what you think you need and calculate how much money you will require. Then, open your bag and take out half, while doubling your money.

* Perhaps the most-important rule of all when traveling is, if you cannot afford to lose it, do not take it! No matter how hard people try, things get lost, stolen, or misplaced. If a particular piece of clothing, jewelry, or travel item has special value to you, do not risk losing it.

Peter E. Tarlow, founder and president of Tourism & More, College Station, Tex., is publisher of Tourism Tidbits.

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