Yeoh Siew Hoon makes the link between Sting's songs and lessons we could learn in the tsunami aftermath after she catches the singer in a concert in Singapore.

His critics have called his music "a brand of world music for those whose idea of adventure travel is a trip to Banana Republic".

This was after he moved away from the earlier, edgier sound of his Police days to the softer, more spiritual music he plays today.

On January 10 in Singapore, though, Sting proved his brand of music still has the power to touch and move his fans in a sold-out concert.

The Singapore gig was the first of a series of performances the English pop star will give in Asia/Pacific, from Hong Kong to Australia to Malaysia, with proceeds from some concerts going to victims of the tsunami.

Sting made no mention of the tsunami at all during his performance. Instead, he allowed his music to speak for him.

One of his songs, "Fragile", was particularly apt for the times.

"On and on the rain will fall
Like tears from a star, like tears from a star
On and on the rain will say
How fragile we are, how fragile we are"

Yet even as the tsunami reminded us of how fragile we humans are, it has also shown the world how resilient we are as a region, and as an industry.

It is often said that which does not break us only makes us stronger. And each crisis we have experienced the past few years in tourism seems to have done just that.

With the tsunami disaster, the tourism industry has moved quickly and surely to control the fallout on business.

Thailand's travel trade, in particular, has been most vigorous in correcting perceptions and controlling the damage.

They fought on two fronts, firstly, challenging the media and correcting with facts and hard evidence and secondly, challenging the travel advisories slapped on by governments which tended to be all-sweeping instead of being specific to affected areas.

On January 9, the British Foreign Office removed Phuket and Krabi off its list and amended its travel advisory to: "We advise against non-essential travel to these most badly affected areas, which include in particular Khao Lak and the Phi Phi islands. In other places, including Phuket island, some hotels and other facilities remain in good order."

Sweet victory indeed.

I also believe that out of every negative comes a positive.

For example, my heart lifted with joy when I read a report that said that Phuket and other areas affected by the tsunami would be rebuilt in "in line with strict principles of sustainable development and would be used as a model for future development in Thai coastal tourism".

It quoted the governor of the Tourism Authority of Thailand, Juthamas Siriwan, as saying, "The model city that we have planned for Patong will be beautiful. There will be a bicycle lanes, good public transportation, sufficient parking areas and all other necessary tourists amenities."

Then I have been reading reports about the new-found appreciation of wildlife in places such as Thailand, Sri Lanka and India, given the stories which emerged about how elephants saved many tourists and how they seemed to know bad stuff was happening before us humans.

Every crisis should contain lessons.

SARS taught us the importance of hygiene, both public and personal.

Hopefully the tsunami will teach us not to take nature for granted and to treat our natural assets with more respect.
It has given us an opportunity to take stock, and it gives all of us opportunities to rebuild, wisely and with respect for the environment and community that tourism lives off.

Perhaps we will take the chance to start a "Brand New Day", as Sting sings in one of his hit songs, and finally we will mean it when we say "sustainable tourism".




The SHY Report
A regular column on news, trends and issues in the hospitality industry by one of Asia's most respected travel editors and commentators, Yeoh Siew Hoon.

Siew Hoon, who has covered the tourism industry in Asia/Pacific for the past 20 years, runs SHY Ventures Pte Ltd. Her company's mission is "Content, Communication, Connection". She is a writer, speaker, facilitator, trainer and events producer. She is also an author, having published "Around Asia In 1 Hr: Tales of Condoms, Chillies & Curries". Her motto is ‘free to do, and be'.
Contacts: Tel: 65-63424934, Mobile: 65-96801460

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