It is common ground that tourism and hospitality industry as well as destinations are susceptible during periods of turmoil. Thus, sufficient marketing activities should be implemented in order to minimise the consequences of crisis events and maximise the potential beneficial impacts. The aim of this paper is to present the importance of destination marketing during crisis periods with reference to the current economic recession. It conceptually examines and evaluates a series of theoretical models and frameworks that can be implemented during turmoil in marketing activities. It also provides managerial implications for tourism and hospitality industry, whilst it suggests further research
concerning risks and crisis.