Airplane crashes, pilot strikes, protests against airlines, attacks at holiday destinations, food poisoning in hotels, and the tsunami disaster of 2004: Negative events of this nature repeatedly force tourism companies to make decisions. The potential consequences of these events, such as a decline in tourist demand or damage to their reputation, can significantly threaten their survival. To prevent this, they have numerous communication tools at their disposal. Through professional public relations, companies can optimally prepare for, manage, and follow up on various crises in the tourism sector. Additionally, some crises can be prevented. The author illustrates this in the first part of the book using key PR theories, strategies, and relevant crisis PR tools. In the second part, qualitative expert interviews are used to address questions such as: To what extent do airlines and travel companies actually align their PR with potential crises? Are significant crises recognized? And: How professionally is crisis prevention through PR practiced in the tourism industry? The work concludes with theoretically grounded recommendations for PR practice.