"The message we're drafting now is that if you really want to help Asia, not only don't cancel your trip, but go out and book one," said Ken Scott, managing director for communications. "We are open for business, and tourists are welcome and wanted. Their enjoyment of our destination will be tangible support for our recovery."
In addition to its media releases and PR, PATA is also distributing the message via its database of travel industry professionals - including tourism authorities, airlines, reservations systems, and the travel industry trade - to create a "multiplier effect when these professionals pass on the message".
The appeal to tourists is at two levels, Scott said. Firstly, to continue visiting the affected countries, and secondly, to return to functioning resorts in the affected areas.
The marketing of individual destinations will ultimately fall on the respective national tourism authorities, with PATA "preparing the PR climate", Scott said. "Each destination will have its own marketing recovery plan and timeline. The solution for Sri Lanka will be different from Thailand."
The Tourism Authority of Thailand is itself planning a one billion baht (US$25.6 million) 'Save Andaman' drive beginning in March to coincide with the world's largest travel trade show in Berlin. The campaign's focus is on returning tourism to the three most damaged areas - Phuket, Krabi and Phang Nga.
TAT governor Juthamas Siriwan said PATA would begin organising roadshows shortly in Thailand's main tourism markets, particularly across Europe.
Thailand will also step up its marketing in the (conventions, exhibitions and incentives) CEI market, which boasts higher spending power than the leisure sector.
PATA has in the recent past pitched in to help counter a fall in tourist numbers after the Bali bombing, and during the Sars and avian flu scare.
In each case, a four-prong crisis communications strategy was followed: speed of response, sensitivity of response, a central command, and keeping all stakeholders informed.