Why Crisis-Hit Destinations Also Need Tourism To Recover?

At the end of March, South Korea was grappling with the worst wildfire crisis in its history. So far in 2025, South Korea has recorded 244 wildfires (2.4 times more than during the same period last year), as reported by CNN , signaling a troubling escalation in frequency and severity.

Earlier this year, in January, Southern California battled with a destructive series of wildfires that swept through six counties, burning more than 40,000 acres . Cal Fire said 95% of California’s past wildfires have been caused by humans. Human-induced climate change made also 71% of 504 global extreme weather events analyzed by Carbon Brief more severe than they would have been without it.



Does this mean that crisis will become the norm and not the exception? When disaster strikes, whether it’s a wildfire, hurricane or flood, travelers often cancel plans out of caution or sensitivity. But for many destinations, tourism isn’t just a luxury industry; it is a vital to their economy. In crisis-hit destinations, the return of visitors can mean the difference between recovery and prolonged hardship.

From Maui to the Pantanal, disaster recovery needs more than aids, it needs travelers too. In August 2023, wildfires swept across Maui, claiming 101 lives, destroying 6,721 acres of the historic town of Lahaina and demolishing 2,173 structures, according to the report of the Department of Fire and Public Safety at The County of Maui . The island’s economy faced a sudden standstill.

Two months after the wildfires, Governor Josh Green, M.D., announced the reopening of Kā‘anapali, Nāpili, Honokōwai, and Kapalua in West Maui on October 8.

He also encouraged residents and visitors “to make travel plans to Maui and support the island's businesses, restaurants, retail outlets, attractions and accommodations.” The newest development came on February 19, 2025, when The County of Maui announced that all 148 commercial lots in Lahaina had been cleared of wildfire debris following the earlier cleanup of 1,390 residential properties reported on August 2024. It is good news for property owners since they can now apply for building permits to rebuild what was lost.

However, full recovery is still a long way to go. Lahaina Small Boat Harbor suffered $30 million in damage, leaving around 1,000 industry workers and commercial operations without a place of work. Hawaii Tribune reported that state officials named the lack of funding to set any timeline for reopening.

In an email interview, Sherry Duong, executive director for Maui Visitors & Convention Bureau , shared with me that Maui welcomes visitors to explore all parts of the island, including Lahaina, where many businesses are open again. She emphasized that travelers play an essential role in helping the community remain resilient and continue to recover. Visitors can make a meaningful contribution by supporting local businesses and participating in local events like the weekly farmers' markets or the cultural festivals.

In late October 2024, the province of Valencia experienced catastrophic flooding after 12 inches of rain fell in multiple locations. On October 29, Chiva received nearly 20 inches of rain in just eight hours, leading to severe flash floods and mudslides. Associated Press reported at least over 200 fatalities in the Valencia region and significant economic damage, estimated at approximately $3.

8 billion, impacting infrastructure, homes and industries. Miguel Angel Peréz, brand and marketing director at Visit Valencia , shared via email that the floods affected less than 5% of the city. Three outer districts bore the brunt of the impact, but none included major tourist attractions.

However, the damage was more significant in rural areas—home to many workers and suppliers who sustain Valencia’s tourism industry. "Since 15% of GDP comes from tourism, we need the economy to be very strong to support the damaged neighboring areas," Peréz said. As a Valencia resident, Alex Penadés, chief marketing officer at Avantio , a vacation rental software company, not only witnessed the damage firsthand but also saw how people from every corner of Spain reached out and came to help.

"We (as Valencia residents) appreciated all the help. Seeing people reacting so fast was very emotional," he said during our Zoom interview. Penadás invites tourists back to Valencia now.

"We, as people of Valencia, understand that international tourism is a good thing. We are friendly people and grateful for tourism. Visitors are needed now more than ever," he said.

Peréz also highlighted that Valencia indeed needs the positive energy and happiness that visitors usually bring. "It is not just a question of money; tourism is also about sharing happiness," he said. Penadás calls this disaster an opportunity to shape tourism and establish how Valencian people want future tourism to be.

This aligns with what Carlos Mazón, president of the Regional Government of Valencia, announced during the International Tourism Fair. "Our goal is to continue growing, but always in a sustainable and environmentally respectful way. The Region of Valencia has been a pioneer in implementing responsible tourism policies.

We are the first region in Spain to have a tourism strategy certified by AENOR, which endorses our commitment to sustainability," Mazón said, as reported by Euronews . In 2024, Brazil’s Pantanal, the world's largest tropical wetland and a UNESCO World Heritage Site, faced unprecedented wildfires with over 8 million acres burning down, said Isabelle Bueno, project manager at Instituto Homem Pantaneiro , a non-profit civil society organization working to conserve and preserve the Pantanal biome and local culture. Fire is part of the natural regeneration, but not when large fires come after each other in short succession.

"The main threat is severe drought, aggravated by climate change," said Bueno in an email interview. The wildfires in 2020 and 2024 heavily damaged the Serra do Amolar region, home to one of the world’s largest free-living jaguar populations. The International Union for Conservation of Nature and Natural Resources listed jaguars as a 'near threatened' species in 2016 on its Red List.

Still, this assessment came before these two devastating fires, significantly impacting their habitat. "Serra do Amolar in Pantanal is one of Brazil’s key regions for ecotourism," said Bueno. It is an area with rich biodiversity that brings together the Cerrado, the Amazon, and the Atlantic Rainforest in a 50-mile-long mountain range.

"Tourism provides essential support for conservation efforts," she explained. The Pantanal region offers a wide range of experiences, from wildlife safaris and birdwatching to floating tours and community-led initiatives, supporting local economies and ecological preservation. This makes Pantanal a perfect example of how tourism can serve as a powerful business model for conservation .

"It is a remote region of unrivaled beauty and hundreds of species of animals, which can only be reached by boat, navigating the Paraguay River from Corumbá or by air," she said. In 2025, they plan to increase the number of local boat drivers who can guide travelers along the Paraguay River, sharing wildlife sightings and stories along the way. "We have noticed that tourists are increasingly interested in observing the natural beauty and listening to the stories of those who live their daily lives in these places," she explained.

In the summer of 2024, Jasper experienced its most significant wildfire in over a century, impacting residential areas and surrounding forests, spanning over 79,000 acres. Tyler Riopel, CEO of Tourism Jasper , confirmed in an email interview that "While 20% of accommodations were affected, the iconic attractions, such as Maligne Lake, Miette Hot Springs, Pyramid Lake, Athabasca Falls, or Jasper SkyTram, remained unchanged and fully operational." He attributes this to Jasper’s reopening to travelers by September 2024.

He also noted, “While some forested areas surrounding Jasper look different, this presents a unique opportunity to witness firsthand how forests recover and regenerate after a wildfire.” Estelle Blanchette, founder of Jasper Food Tours , is turning that opportunity into a memorable experience for visitors. She transformed her backcountry cooking tour into a guided storytelling hike.

It is called the Wildfire Peak-Nic Tour , an approx. 2.5-mile guided hike through the impacted area that showcases the forest’s recovery.

Travelers will learn about local ecology and wildfire's role in renewal along the way. The tour ends with a hot lunch and 360-degree panoramic views of Jasper's regenerating landscape. To the question of what the best way to support Jasper is, Riopel answered by saying: "Simply by visiting.

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