The Scene
Katherine is an iconic outback touring destination is the Northern Territory and particularly popular with the self drive market.  Boasting some of outback Australia's most incredible scenery, the region is dotted with some of the best gorges and scenery in Australia.  The region is vast and remote being located more than 300 kms south of Darwin and 1,100 kms north of Alice Springs.  Industry in the region is focused on nature based and indigenous experiences, guided tours and opportunities for adventure.

Back in 1998, the year Katherine's tourism industry faced its bleakest hour, visitor numbers were steady and business was good.  It was January and, though not peak season for the Territory, things were doing ok.

The Crisis
The weather began to turn bad with the formation of Cyclone Les in the Gulf of Carpentaria.  As the 'Les' crossed the coast into inland Northern Territory, the rains became torrential and more than 500mm of rain fell in less than 72 hours in the catchment surrounding the township of Katherine.

The result was a record breaking flood that swept practically everything away and killed three people.  Roads were damaged.  Accommodation was flooded, cafes simply gone.  Attractions, both natural and man made, were severely impacted.  The Visitor Information Centre was more than 1800 mm under water.

The media reported heavily on the tragedy and beamed images of a region overwhelmed to viewers all over the world.

Businesses who had previously never identified as being a part of the tourism industry suddenly found themselves asking 'where'd everybody go'?

So... Now What
Sharyn Innes was the Manager of Katherine Regional Tourism at the time and recalls the experience as 'one of the most confronting' of her life.  In the midst of all this destruction, mud and sludge, the local industry turned to her and the Katherine Regional Tourism Association (KRTA) Committee for leadership and reassurance that visitors would return.  As a Regional Tourism Organisation staffer, here's Sharyn's 'Top 5' lessons learnt and tips for 'where to from here'...

1. Get your stakeholders together
Give your industry and colleagues a forum to come together and discuss your area's tourism priorities.  Listen to their stories and make sure they feel comfortable that you understand what they're capabilities are and to what extent they're open for business or indeed when.  This will vary from a week to several months and may surprise you.

For instance, some Katherine operators were unaffected and ready to go on with 'business as usual' whilst others were left without even a pen and paper.  The forum assisted industry to understand the situation in its entirety and provided an avenue for businesses to help each other.

Unlikely partnerships were forged in this intense situation and have led to the formation of some great itineraries and product bundles that may otherwise have never come about. 

2. Utilise your State Tourism Organisation (STO)
Your STO has kits, tools and resources at the ready.  Contact them, let them know your situation and find out what's available to you.  Use them to help you articulate what you really need assistance with.  

For instance, through consultation with the STO, Tourism NT, Sharyn was able to identify that whilst she was the best person to get out on the road and spruik Katherine's 'open for business message' (more on this below), no one in Katherine was in a position to take over as temporary Manager while she was away.  Sharyn's team were still reeling from the flood with many personally effected, and 'stepping up' at that time was just too big an ask.

Sharyn's primary contact at Tourism NT was familiar with the Katherine region but, being based in Darwin, was not personally effected by the floods and ready and able to step in to a leadership role temporarily.  This bought relief to Sharyn and her team and made sure local industry felt well taken care of.  Also, Tourism NT was able to provide assistance for many operators to attend critical trade and consumer shows.

While this may not be available in everyone's circumstance, regular and open communication with your STO can help you both navigate your way successfully through a crisis.

3.  Tell your story
The sweeping panoramas of a community in crisis are confronting and memorable.  For many consumers, the images of their dream holiday destination, now devastated, are all too enduring.  Then, as the media machine inevitably moves on, the note that lingers in the market is one that screams 'closed'.

Getting the message out that you're back in business is vital and both the relevant State Tourism Organisation and Tourism Australia focus their efforts heavily in this area.  However, nothing substitutes the personal touch. 

Sharyn was surprised that even with the media campaigns generated by Tourism NT, the message that Katherine was 'open for business' just didn't seem to be getting through - the travel trade (wholesalers, agents, etc) just weren't convinced.

Then Sharyn hit the road to attend a series of tradeshows and personal visits to key wholesalers and influencers.  At the same time, her staff and operators attended every consumer show they could and all spruiked the same message - 'Katherine is open for business and still a great place to visit'.  Sharyn discovered that trade and consumers alike both wanted to hear it directly from a Katherine resident that things were ok and that visitors were once again welcome and could be accommodated.  When people heard it straight from the source that the locals and environment had bounced back, suddenly the message started to get through and the visitor numbers increased.

4. Share your triumphs
As desperate as things may seem initially, this too shall pass.  Buildings will be rebuilt, businesses will reopen and the world will be ready to explore your region once again.  At first, the triumphs may be few and far between, but they will steadily increase. For example, access routes reopening, a tour provider's first booking after the event and the refurbishment of an accommodation house are all causes for celebration.

Together with her team, Sharyn celebrated every milestone they came across and, at every opportunity, shared their triumphs with the world via Tourism NT and the media .  Every piece of good news was shared with the world via media releases, phone calls, interviews and newsletters.  The result was a plethora of 'feel good' news pieces celebrating Katherine's survival.  As the saying goes 'perception is reality' and as the good news generated even more good news as more and more businesses and locals got back on their feet.

5.  Find your mentor
No matter the scale, those in positions of leadership can be placed under enormous pressure during times of crisis.  The energy required to navigate an organisation and, indeed destination, through a devastation like the '98 Katherine Floods is considerable and many may find it difficult to cope, especially after the adrenalin has subsided.

Talking to friends, family, counselors or some other confidant can greatly assist people to cope.  The tourism industry consists of some incredible people and, for better or worse, many of us have had to face a myriad of crises in our professional lives.  Finding someone to mentor you through this experience can prove invaluable and may even assist in transforming a devastating situation into a restorative and positive one.

Sharyn's experience is similar to others who have found themselves in crisis situations.  It is an experience that has taught her the power of camaraderie and guidance.  As a result, Sharyn has happily volunteered to be part of the ARTN's Crisis Mentors initiative.  The initiative links those in the midst of a crisis recovery with their counterparts around Australia who have survived, and indeed thrived, in similar situations in the past.

If you would like to know more about the ARTN Crisis Mentor initiative, email info@artn.com.au or phone 02 6620 3785.