Communications during crisis is always difficult. By the time a risk turns into crisis it is too late to think about hoe to mange the communications, this has to be planned in advance. While many guidelines have been offered in crisis communications, these guidelines may prove to be pitfalls when faced with an actual crisis. This article discusses communication strategies for crises as they occur in the travel industry the study is examines the responses of a Delphi panel of industry professionals to three case studies in tourism. The study suggests that at least some of the oft-repeated guidelines may need revision and refinement. Crises are too complex in nature to prescribe a "one-size-all" remedy.