# AFTER — Voice and claims

Version 1.0.0.

## Clear

Start with an observation. Explain why it matters.

Use: “See what keeps a destination going.”
Avoid: “Unlock a transformative tourism ecosystem.”

## Curious

Invite a better question, without manufacturing certainty.

Use: “What changes when your priorities change?”
Avoid: “The definitive answer to city resilience.”

## Accountable

Keep the source, time period and limitation with the claim.

Use: “A provisional assessment of documented evidence.”
Avoid: “The world’s safest destinations, ranked.”

## Human

Talk about places through the people who live in them.

Use: “A destination is somebody’s home.”
Avoid: “Optimise the resident stakeholder segment.”

## Claims must follow the evidence

AFTER is an independent research pilot. A provisional evidence-maturity assessment is not an official, independently audited or measured resilience score. Unknown data stays unknown. A qualitative stress exercise is not a forecast. Never imply UN Tourism endorsement. Keep dates, geography and sources with numerical claims. The current request workflow prepares a downloadable brief and sends nothing.

## Short campaign copy

You’ll remember the before.

The postcard is only half the story.

A destination is somebody’s home.

Look deeper.

For places worth protecting. And futures worth preparing for.