"Is it safe?"
Three simple words.
Perhaps the most difficult question in travel.
I've been asked this question thousands of times throughout my career—by travel advisors, tour operators, journalists, conference planners, and travelers themselves.
Everyone wanted the same thing.
A simple answer.
The problem is...there isn't one.
Or perhaps we've simply been asking the wrong question.
Safe from what?
When someone asks, "Is it safe?" What are they really asking?
Safe from crime?
War?
Political unrest?
Disease?
Natural disasters?
Flight disruptions?
Pickpockets?
Scams?
Traveling alone?
The truth is, we rarely mean the same thing when we ask the question, yet we expect a simple yes or no answer.
Safety isn't binary.
It never has been.
A lesson I never expected
Several years ago, I attended an international travel conference where one destination proudly displayed a large banner across its booth.
"The Safest Destination in the World."
The intention was good.
The result wasn't.
Very few people stopped.
The message was meant to inspire confidence, yet it created doubt.
People didn't think, "How wonderful."
Instead, many seemed to wonder, "Why are they trying so hard to convince me?"
It was a lesson I have never forgotten.
Sometimes the language we use to reassure travelers unintentionally reinforces the very fear we are trying to overcome.
Facts don't always change feelings
For more than three decades, I represented Jordan in North America. During that time, I answered the safety question thousands of times.
At first, I answered with facts.
Government travel advisories.
Maps.
Statistics.
Regional context.
Security briefings.
Over time, however, I realized something.
Most people weren't really asking whether a destination was objectively safe.
They were asking whether they would feel safe.
Those are two entirely different conversations.
One is based on measurable facts.
The other is shaped by headlines, social media, familiarity, personal experience, and perception.
As an industry, we often confuse the two.
We don't judge destinations equally
Think about it.
Civil unrest in one American city doesn't stop visitors from traveling across the country.
An earthquake in one European country doesn't cause travelers to cancel vacations throughout Europe.
Yet conflict in one part of the Middle East has often led travelers to avoid an entire region stretching thousands of miles.
Why?
Sometimes it's geography.
More often, it's familiarity.
Or the lack of it.
Fear has an interesting way of filling the space where familiarity doesn't exist.
If the only thing we know about a destination is the latest headline, then the headline becomes the destination.
My own travels have reminded me of this
My phone was stolen in Milan.
Friends warned me about walking through certain areas of Barcelona.
Before traveling to Mexico City, Rio de Janeiro and São Paulo, I received long lists of precautions—don't wear expensive jewelry, avoid certain neighborhoods, don't walk alone late at night.
Did those experiences stop me from traveling?
No.
They changed how I traveled.
I became more informed.
More aware.
More prepared.
Risk didn't disappear.
I simply understood it better.
No destination is completely free of risk.
Not Rome.
Not Chicago.
Not Tokyo.
Not Rio.
Not Amman.
Not my hometown.
Not yours.
Every destination has risks.
The question isn't whether risk exists.
The question is whether we understand it.
Perhaps we've been answering the wrong question
Instead of responding,
"Yes, it's safe."
Or,
"No, it isn't."
What if our first response was another question?
"What concerns you?"
That single question changes the entire conversation.
Are they worried about political instability?
Crime?
Health?
Transportation?
Traveling alone?
Language barriers?
Current events?
Or are they simply afraid of the unknown?
Only then can we provide meaningful guidance instead of generic reassurance.
The role of our industry
This isn't just the responsibility of destinations.
It belongs to all of us.
Travel advisors.
Tour operators.
Destination marketers.
Airlines.
Hotels.
Guides.
Journalists.
And even experienced travelers who share their stories.
Each of us helps shape how the world is perceived.
One lesson I learned over three decades is that destinations facing uncertainty cannot afford to disappear. They don't remain relevant by arguing with headlines or repeatedly declaring themselves "safe." They remain relevant by continuing to tell authentic stories, showcasing their people, culture, history, landscapes, and communities, and reminding travelers why they wanted to visit in the first place.
Familiarity doesn't eliminate risk.
But it often changes how people perceive it.
From fear to confidence
Perhaps the travel industry has spent decades trying to sell safety.
Maybe what we've really been creating all along is confidence.
Confidence built through honest conversations.
Through local knowledge.
Through preparation.
Through transparency.
Through trust.
Because confidence—not certainty—is what gives people the courage to explore the world.
Travel has never been about finding places without risk.
If it were, few of us would ever leave home.
Travel has always been about understanding the world well enough to explore it with curiosity, respect, and confidence.
Perhaps that's the conversation our industry should be having.
And perhaps the next time someone asks,
"Is it safe?"
our first response shouldn't be an answer.
It should simply be,
"Tell me what concerns you."
About the Author
Malia Asfour is co-founder of Imagine It Tourism Group, a tourism advisory company built on more than three decades of experience in destination development, meaningful travel, and global tourism strategy. Her work has always centered on the belief that tourism is ultimately about people—the communities that welcome visitors, the travelers who seek connection, and the individuals who bring experiences to life.
She founded the Jordan Tourism Board North America and served as its Managing Director for more than 30 years, building one of the most respected destination offices in the region and helping position Jordan as a leading global tourism destination. Today, she continues to shape the future of tourism through her work as a board member of the Adventure Travel Trade Association and Tourism Cares, where she previously served as Immediate Past Chair.
Recognized as a destination strategist and advocate for meaningful travel, Malia brings a unique perspective on how tourism can create economic opportunity, strengthen communities, and become a true Force for Good.
For more information about Malia and Imagine It Tourism Group, visit www.imagineittourism.com.