The tourism industry is arguably one of the most important sources of income and foreign exchange, and is growing rapidly. However, national and international crises have huge negative economic consequences. This text aims to illustrate the theories and actions that can be taken to better understand consumer, economic and environmental reaction in order for the businesses involved to be more prepared for such events and how to handle their business in times of crisis. Using international case studies, this text discusses: the influential effect of the mass media; how crises effect the purchase decision process; destination branding/image and its manipulation; preventative crisis management and strategies.