You’ve always been my favorite December gift-giver, so this year, I turn to you as I once did as a child who still believes in miracles. I write this letter at a time when the world urgently needs change, not gifts. And these changes must be profound, far-reaching, and lasting.

Trump’s election caused shockwaves in Europe. So much so that the German newspaper Die Zeit marked the occasion with the striking headline “Fuck.” Further explanation is hardly necessary. The reason is clear: the election will have profoundly negative consequences for the EU, the European economy, and competitiveness. This is primarily due to two key aspects of Trump’s campaign promises: his protectionist trade policy and the uncertain future of NATO, and consequently, the security of the European continent.

How often have you heard someone complain: "I told them, but they clearly didn’t get it!" or "I don’t know how else to explain it." Probably more often than you'd like – maybe you've even said something similar yourself. However, I often (likely due to a touch of professional deformation) find myself asking: Was the problem really on the other side? Was the message conveyed clearly enough?

There’s only about a month and a half left until the end of this year, and it's traditionally a somewhat hectic time—wrapping up projects, planning for the coming year, attending a slew of holiday parties, buying gifts, and planning menus for cozy celebrations with loved ones. Our to-do lists are often (too) long, but I believe this is a good time for reflection and planning, so here’s a list of things worth considering before the calendar flips to the new year.

You can find hundreds of articles online explaining why the American electorate voted the way it did. There are also plenty of analyses on how Trump wasn’t elected in 2024 only by white men, but also thanks to the support of Black and Spanish-speaking voters, who traditionally lean Democratic. And lastly, you can read about how Harris couldn’t gain traction even with a record-breaking billion-dollar campaign or the active support of various celebrities, led by Taylor Swift.

You’ve probably noticed that in recent months, my colleagues and I have dedicated quite a few of our blogs and other posts to the topic of crisis communication. Naturally, not without reason (note: we also adhere to Toyota’s principle that any activity or process should be discarded if it doesn’t create value). In November, we will be organizing our first hands-on workshop on crisis communication, which we will repeat in the spring. And since the topic is highly relevant—there’s certainly no shortage of the need for effective (!) crisis communication (one might wonder why, more naively...)—I will also follow this theme in this blog post.

In today’s world, where we are surrounded by information at every turn, the key to success often lies in effective communication. What’s crucial is communication that is tailored to the target audience of a company or brand. Every target group has its own specific needs, desires, and unique ways of communicating.

Before we begin discussing branding in tourism, let's take a step back. Actually, let's go all the way to the start. The first step in tourism is the offer and infrastructure. And this is often where things get stuck here.

The political arena is full of unpredictable events, statements, and scandals that can quickly ignite a crisis. In moments when everything goes wrong – from scandals to governmental failures – crisis communication is crucial for political survival. The way politicians communicate during these moments can make the difference between continued success and complete downfall. However, politics is not just about survival; it is about trust, integrity, and accountability.