The daybreak of modern corporate relations where big industry and growingly complex services have irrevocably changed the lot and livelihood of the vast majority has ushered in public relations schemes designed to soothe public concern and make big business seem friendlier to prying eyes. Concurrently, the new economic world order has given rise to a nonnegligible globetrotting class with the wherewithal to engage in a slew of custom-tailored forms of travel and tourism. In light of the travel industry's branching out at a considerable speed there is high demand for a communications toolkit with which travel workers and companies may foster tolerance for tourism amid doubts entertained by the affected public and stakeholders alike leaving room for further growth. Moreover, given that tourism supply is traditionally made up of lodging establishments, restaurants, transportation companies and those offering rest and recreation, each individual establishment as a result of starkly diverse corporate settings has come up with proprietary PR tools meant to help meet company goals and stay in good stead with key publics shaping tourism in an arbitrary area. In the event of a harrowing accident or crisis PR practitioners set up a crisis communication headquarters where the besieged company or travel destination come together to mend broken trust on the victims' end. Speaking of communication activities, most PR outreach includes websites, Broll, video footage, press kits and fliers among others. Local and national government are also shown to have taken a keen interest in the enriching ramifications of tourism by upholding a longtime tradition of drafting PR outreach programs that help secure better financial and diplomatic standing both at home and abroad. In a twist of events, large-scale PR efforts that raise the stakes shudderingly high have called for zealous oversight when it comes to training practitioners and unpacking a public relations toolkit in a bid to curtail the risk of failure. In terms of travel and hospitality, a strong case is made for acknowledging PR as a fully-fledged profession that requires investment, however the case study featured towards the end of the paper shines a spotlight on just how devastating the effects of poorly managed crisis communication can be on an entire country dealing with the fallout of just one slip-up, although it is worth noting inertia is likely to soften the blow to sales and profits as a travel destination's reputation tanks.