Reopening Destinations Face Precarious Task of Pitching Tourists to Come This Summer

The signs are starting to show that a summer tourism season may exist, albeit a tepid one. In China, younger travelers are increasingly venturing out. Europe has released its health and safety guidelines and has tentatively planned to open some borders. Destinations like Iceland and Los Cabos are planning to open to the world in mid-June. Now, after months of more or less going dark — or telling people to stay home in various creative ways — tourism marketers find themselves with quite a task on their  hands. Destinations need tourism dollars to make up for unprecedented losses, but tourists are rightly wary of where they will choose to go on vacation this summer, if at all. With all that in mind, a few strategies are emerging to convince travelers that they should venture out when the time is right. Perhaps the hardest sell so far comes from Sicily, which is luring visitors with cold, hard cash. The regional government will be offering subsidized holidays, saying on its web