IATA launches “Save a life, not a suitcase”

IATA has rolled out a campaign that sounds like common sense: “Save a life, not a suitcase”. But anyone working in airports knows it really isn't. The initiative asks passengers during an in-flight emergency to leave their carry-on and evacuate without stopping. It sounds obvious, yet every year there are incidents where people waste precious seconds trying to grab a backpack from the overhead bin.

In the Dominican Republic, with the air traffic we handle at Punta Cana, Santo Domingo and Puerto Plata, this campaign hits close to home. The vacation traveler profile, often carrying multiple bags or traveling with kids, is exactly the type that tends to prioritize belongings. IATA is spot on for focusing on passenger behavior, a link we often skip in safety manuals.

My take: this is a smart move. It does not only strengthen safety culture, it also protects the industry's reputation. An incident where someone gets injured grabbing a suitcase can generate devastating headlines for a destination. I hope the airlines operating in RD, like Arajet or Air France-KLM on their Samaná routes, spread this message on their in-flight screens. Saving a life is the best tourism pitch we can have.