ONE BLUE
ECOSYSTEM.

THE PROBLEM

Watersport tourism has a connection problem.

FRAGMENTED INFORMATION
Tourists rely on multiple information sources when planning and experiencing a destination. The number and type of information sources can influence tourists destination knowledge and contribute to fragmentation in their perceived image of a destination (Camprubi & Coromina, 2016)

INCONSISTENT TOURIST EXPERIENCE
Zhang et al. (2024) found that inconsistencies between marketing-generated and user-generated photos can influence tourists perceptions and increase their perceived risk. Differences between promotional content and the actual experience may also cause uncertainty or disappointment, affecting tourists' attitudes and booking intentions.

SAFETY AWARENESS GAPS
The Business Travel Magazine (2026) reported that nearly one-third of business travellers did not know where to find their company's safety information, while 30% were uncertain about who to contact during an emergency. This indicates that providing safety information alone may not be sufficient if travellers are unaware of where to access it or how to use it.