During the Asian Economic Crises in 1997-1998 the Australian Tourist Commission
(the national marketing organisation) realised that their over reliance on the growing Asian market may have
been flawed. However, they were quickly able to redistribute their resources and increase their marketing
effort to traditional, but sometimes neglected markets of New Zealand, Europe and North America. The benefit
of hindsight will allow destinations and organisations to develop even better crisis management strategies and
plans and may help them understand the differences between ‘problems’ and crises.