Publisher's Synopsis
The media can be one of the greatest allies of the tourism industry in creating a positive and well-focused image of the tourism destination. J ournalists are the eyes and ears of the travelling public and specialized traavel journalists are a vital link to the rest of the travel industry. The other advantage of strong communications with the media is cost - it costs significantly less to send a useful press release or even to bring a journalist to your country than to buy advertizing. This handbook and the workshop held during the 11th general assembly of the World Trade Organization address some of the main issues of media relations.
