Book excerpt: Crisis communications is a crucial element of a good crisis management system. It helps limit the negative impact of a crisis by addressing the information needs of all industry stakeholders in an efficient, timely and responsible manner. Against this background, UNWTO has developed for the National Tourism Organizations (NTOs), Destination Management Organisations (DMOs) and private sector organisations involved in travel and tourism, this comprehensive, up-to-date Toolbox on Crisis Communications in Tourism. It includes step-by-step protocols, check-lists, sample templates configured by type of crisis and media categories, guidelines for measuring effectiveness, best practices and a special chapter fully dedicated to the use of social media in times of crisis. This Toolbox serves as a practical guide for travel and tourism stakeholders, to effectively address the challenges generated by crises.