Rebuilding tourist arrivals after crises/disasters is important. However, tourism may have negative impacts in terms of interfering with the destination recovery efforts, and adding distress to local residents. Therefore, consideration should be placed on timing tourism marketing as well as the market segments most suitable to target. This paper integrates both medical literature and tourism literature to consider whether Visiting Friends and Relatives (VFR) travel may be viable for destinations to consider after crises/disasters. The authors conclude that VFR travel offers both benefits and risks and recommends that only domestic VFR travellers are targeted to aid destination recovery. Future research avenues are also outlined. Copyright © 2017 John Wiley & Sons, Ltd.