Abstract:

In the spring of 1986 tourism to Europe suffered a severe setback, political events and dramatic incidents concerning the Mediterranean area led to a seasonal drop of up to 50% from the North American market and substantial cancellations from other countries. Italy, due to its vicinity to the endemic areas, resulted in being one of the worst hit. Alitalia, the Airline of Italy, Enit, the Government Tourist Authority and Fiat, the Italian Hotel pooling their a joint programme of "global the Association, reacted immediately and, resources, they embarked on communications".