1. Introduction
The COVID-19 pandemic has left an indelible mark on the global landscape, with every sector grappling with unprecedented challenges and shifts. Among the hardest hit has been the tourism industry, which faced massive disruptions due to travel restrictions, safety concerns, and economic downturns worldwide. As the world cautiously steps into the post-pandemic era, it is crucial to assess the evolving dynamics within the tourism sector, which has historically been a significant contributor to global economic growth and cultural exchange. The tourism sector’s journey through the pandemic has been characterized by rapid adaptations, resilience in the face of adversity, and a forced reevaluation of existing practices. From a steep decline in international travel to the emergent reliance on domestic markets, the industry’s response has been both varied and innovative. This article delves into the new trends that are shaping the future of tourism, influenced by shifts in traveler preferences, technological advancements, policy interventions, and the overarching imperative for sustainability. As we navigate this transformed landscape, several key trends have come to the forefront. There has been a noticeable pivot towards domestic tourism, driven by the constraints on international travel and the rediscovery of local destinations. Sustainability has emerged from the peripheries to become a central concern, with tourists and providers alike prioritizing environmental impact and community well-being. Additionally, the integration of technology in tourism services has accelerated, offering novel solutions to enhance safety, efficiency, and personalization. These trends indicate a sector that is not merely looking to recover but to reimagine its pathways for growth in alignment with the broader societal shifts towards health, sustainability, and resilience. This article provides a comprehensive overview of these trends, underpinned by recent research and analysis, to offer insights into the future trajectories of the tourism sector in the post-COVID-19 world (OECD, 2020b; Khan et al., 2021; IMF, 2021). Tourism as a sector is directly linked to other sectors of the economic cycle, such as accommodation, food services, and transport, heavily contributing to job creation in various age groups, and as a result, many people migrate in order to work in tourism services in high-level economies (IMF, 2021; Behsudi, 2020). According to Afrodita (2015), the number of arrivals in Europe has continuously increased from 261.1 million in 1990 to 563.4 million in 2013, while until recently, Europe represented the largest tourist destination and as the period after the pandemic, in 2023, EU tourism continued to show signs of rebounding from the COVID-19 pandemic. The estimated number of nights spent at tourist accommodation establishments in 2023 reached 2.92 billion, exceeding the pre-pandemic level for 2019 (2.87 billion) by 1.6% and setting a record year for the EU accommodation sector (Eurostat, 2024). In 2023, 171 million more nights were spent compared with 2022 (+6.3%), mainly driven by an increase in nights spent by international guests (+146 million) and, to a lesser extent, by an increase in nights spent by domestic guests (+25 million). Tourism levels (in terms of nights spent) were 25% higher than ten years earlier (2013: 2.33 billion nights spent) (Eurostat, 2024).
The spread of the COVID-19 pandemic led to unprecedented measures such as quarantines, intermittent lockdowns, and other social distancing measures. (Efthimiou, 2024). As a rule, multinational and large-scale enterprises operating around the world take into account the risks that may arise from time to time, such as political, economic or financial (Charpin et al., 2020; Yasuda & Kotabe, 2020). Because of its nature, the tourism sector has proven to be quite susceptible to several types of shocks, such as the terrorist attack of September 11, 2001, the SARS epidemic in 2003, the global economic recession of 2008, MERS in 2015, as well as various geopolitical shocks that caused political instability (Okafor et al., 2022). Various studies have attempted to capture the effects of past pandemics (Barro et al., 2020). The COVID-19 pandemic dealt a major blow to tourism, an industry that was among the first to be deeply affected, with the measures for containing the pandemic leading to an almost complete shutdown of tourism activities (OECD, 2020b). The easy and rapid transmission of the pandemic prompted governments to take measures and impose restrictions on mobility and travel activities, while many countries completely closed their borders to people from other countries (Aronica et al., 2022). New tourism habits have emerged, creating a new normal. The aim of this paper is to review the literature on the effects of the COVID-19 pandemic on tourism trends and how they have been shaped. The main contribution of this paper to the existing literature is the addition of new and more relevant views about COVID-19 and the tourism sector around the world.
2. Research Methodology
The paper examines the diversification of trends and levels of the tourism industry due to the COVID-19 pandemic. The contribution of the tourism industry to economic development is presented, as well as the levels and trends of the tourism industry before, during and after the period of COVID-19 pandemic as well as predictions for the future transformation of tourism trends. The main contribution of this paper to the existing literature is the addition of the adaptation of tourism industry and COVID-19 by a comparative bibliographic review.
3. Tourism Industry through COVID
Tourism plays a key role in the development and creation of positive economies of scale in the entire economy. It creates a significant number of jobs, economic growth and profitability prospects, and a growing source and stream of income (Okafor et al., 2022; Khalid et al., 2021). Although various interpretations have been given, the definition of the specific sector can be defined according to UNWTO (2008) as follows: “Tourism is a social, cultural and economic phenomenon which entails the movement of people to countries or places outside their usual environment for personal or business/professional purposes. These people are called visitors (which may be either tourists or excursionists; residents or non-residents) and tourism has to do with their activities, some of which involve tourism expenditure”. Across the world, tourism is a driver of positive prospects regarding unemployment reduction, as well as cultural and socio-economic progress (McCabe & Qiao, 2020). Despite job creation, working conditions are usually characterized by a certain degree of informality and low skill intensity, mainly because they are associated with seasonality of services and a low degree of rigor (IMF, 2021).
Resurgence of Domestic Tourism
The COVID-19 pandemic has catalyzed a significant shift in travel patterns, with domestic tourism emerging as a pivotal area of growth. As international borders closed and global travel restrictions became the norm, travelers turned inward, exploring the richness of local destinations. This pivot is not merely a temporary shift but is shaping up to be a durable trend with profound implications for the tourism industry (IMF, 2023). The health and economic crisis in 2020 causes a significant decline in economic and especially tourist activities, but also indicates opportunities related to the growth potential of domestic tourists, as well as the need to develop other promising activities (Kovacevic, 2020).
Reassessing the Value of Local Travel
Domestic tourism’s rise is underpinned by a renewed appreciation for local experiences and destinations. Travelers, constrained by health concerns and international travel limitations, have rediscovered the cultural, natural, and recreational assets within their own countries. This shift has not only sustained the industry through challenging times but has also fostered a deeper connection between communities and their local heritage and natural landscapes (WTTC, 2022). Such a high share of foreign tourists in the total number of nights spent by tourists demonstrates high dependence on foreign tourist arrivals, but also the potential provided by domestic tourists and the role of marketing, which should be intensified in order to significantly increase their number (Kovacevic, 2020).
Economic and Social Implications
The economic impact of this resurgence in domestic tourism has been substantial. Local economies, particularly those previously reliant on international tourists, have found a new source of revenue through domestic visitors. This has been crucial in helping sustain businesses from hotels and restaurants to local artisans and tour operators. Moreover, the influx of domestic tourists has led to the creation of jobs and helped stabilize regional economies.
Socially, the rise in domestic travel has enhanced community pride and cohesion. As residents explore their own country, there is an increased awareness and appreciation of local culture and history, strengthening community ties and fostering a sense of belonging and identity (WTTC, 2022).
Policy and Industry Response
In response to this trend, governments and tourism boards have launched initiatives to further promote domestic tourism. These range from marketing campaigns highlighting lesser-known destinations to financial incentives such as vouchers and discounts that encourage local travel. Policies have also been adapted to support the infrastructure needs of growing domestic tourism markets, including improving transportation links and enhancing visitor facilities.
Industry stakeholders have also adjusted their strategies to cater to domestic travelers’ preferences. Accommodation providers, tour operators, and attractions are tailoring their offerings to suit local tastes and expectations, which often differ significantly from those of international tourists. For instance, accommodation options may emphasize family-friendly activities and amenities, while culinary experiences highlight regional cuisine (ETC, 2021).
Long-term Strategic Importance
Looking ahead, the strategic importance of domestic tourism is set to increase. Not only does it offer a buffer against global disruptions, but it also contributes to a more sustainable approach to tourism. By reducing reliance on long-haul travel, domestic tourism helps lower the overall carbon footprint of the industry and supports more environmentally sustainable travel habits (WTTC, 2022).
Moreover, the economic benefits of bolstered domestic tourism encourage a more equitable distribution of tourism revenues across a country. This can lead to more balanced regional development and reduced economic disparities, aligning with broader national development goals.
This expanded section on the resurgence of domestic tourism provides a detailed examination of its causes, consequences, and the responsive measures by stakeholders, illustrating its pivotal role in the tourism sector’s recovery and future resilience.
Tourism services and travel flows are the largest and most multi-sectoral type of service around the world, and they are constantly growing, contributing to GDP growth and the improvement of economic conditions in host countries (Roman et al., 2022). The tourism industry leads to an inflow of capital, innovative workplaces and is a driver for the creation of industries in different sectors such as catering, gastronomy, infrastructure and construction. This situation implies the rise of incomes in a local society that is a magnet for tourists (Roman et al., 2022).
Shift toward Sustainable and Health-Oriented Services
The tourism industry’s trajectory post-COVID-19 has been significantly influenced by a heightened collective consciousness towards health and sustainability. This shift reflects a broader societal demand for services that prioritize environmental stewardship and public health, setting a new standard for the tourism offerings of the future.
Environmental Sustainability
Sustainability has taken center stage, with both consumers and providers increasingly recognizing the environmental impact of tourism activities. This awareness has accelerated the adoption of green practices across the industry. Hotels, resorts, and tour operators are increasingly investing in eco-friendly technologies, such as solar energy and water recycling systems, and are adopting policies that minimize waste and reduce carbon emissions. The trend towards eco-tourism has also gained momentum, with travelers seeking experiences that offer engagement with nature and promote conservation efforts. Local governments and international bodies are supporting this shift through stricter environmental regulations and the promotion of sustainability certifications. These measures not only aim to mitigate the ecological footprint of tourism but also to enhance the appeal of destinations committed to preservation efforts (UNWTO, 2020).
Health-Oriented Tourism
Parallel to environmental sustainability, there has been a significant pivot towards health-oriented tourism. The pandemic has heightened awareness of health risks associated with travel, prompting the tourism industry to prioritize safety and wellness. Health and hygiene standards have been revamped across all touchpoints of the travel experience, from check-in procedures at airports and hotels to cleanliness protocols in restaurants and public spaces.
Wellness tourism has expanded beyond traditional spa retreats to include a variety of health-focused offerings, such as fitness retreats, nutritional programs, and mental health getaways. These packages are designed not only to attract tourists looking for relaxation and rejuvenation but also to cater to those seeking to enhance their health resilience in the post-pandemic world (Ketter & Avraham, 2021).
Certification and Trust Signals
To navigate the complexities of health and environmental expectations, the industry has seen a rise in certification programs and trust signals. Trust signals are elements that are often displayed on websites and at physical points of sale in brick-and-mortar businesses to help customers feel more secure in their decision to patronize a specific business or buy a specific product or service. These certifications, often backed by reputable health and environmental organizations, provide a visible indicator of a service provider’s commitment to high standards of safety and sustainability. They play a crucial role in building consumer confidence and can significantly influence booking decisions. Studies showed that residents’ perceptions of tourism’s social impact were affected by educational level (Pappa et al., 2023).
Collaboration and Innovation
The shift towards sustainable and health-oriented services has fostered unprecedented levels of collaboration across the industry. Tourism providers are partnering with environmental experts and health professionals to innovate and improve their offerings. This collaborative approach is also evident in destination management, where stakeholders from various sectors are working together to ensure that tourism development is both sustainable and beneficial to local communities (UNCTAD, 2021).
Moreover, technology plays a critical role in supporting these trends. Innovations such as virtual reality tours, AI-driven customization of travel experiences, and apps that monitor environmental impact are becoming more prevalent, aligning with the demand for sustainable and health-conscious travel options (Abbas et al., 2021).
The shift towards sustainable and health-oriented tourism is not a temporary trend but a fundamental change that is reshaping the industry’s future. As the world recovers from the pandemic, the tourism sector’s ability to adapt to these new priorities will not only determine its resilience to future challenges but also its capacity to contribute positively to global health and environmental goals.
This expanded section details how the shift towards sustainability and health-oriented services is transforming the tourism industry, highlighting the changes in consumer behavior, industry practices, and the broader implications for the future of travel.
4. Tourism Industry and Adaptation
The COVID-19 pandemic broke out at the end of 2019 and put at risk all sectors of the economy around the world (OECD, 2020a; Khan et al., 2021; Efthimiou, 2024). One of the first signs of the shock caused by the pandemic was the slowing down of economic growth, as tourism plays a key role and determines the economic dynamics of countries (Ritchie & Jiang, 2019). Even the tourism industry could not escape the influence of COVID-19, with the outbreak of the pandemic presenting it with a large number of challenges and leading it into uncharted waters. Early estimates of tourism-related global GDP losses pointed to a 2.8% decline in total global GDP, with this figure getting even worse with the prospect of tourism flows being disrupted for a long period of time (OECD, 2020b).
Economic Recovery and Policy Interventions
As the tourism sector navigates the aftermath of the COVID-19 pandemic, economic recovery has become a focal point, underpinned by a series of strategic policy interventions. These measures are critical in rebuilding the tourism economy, enhancing its resilience, and ensuring its sustainable growth moving forward.
Targeted Financial Support
In response to the severe economic impact on the tourism sector, governments worldwide have implemented a variety of financial aid packages aimed at stabilizing and revitalizing the industry. These packages often include grants, low-interest loans, and tax reliefs targeted specifically at businesses most affected by the pandemic, such as hotels, travel agencies, and tour operators. Financial support is also extended to the workforce, with subsidies and unemployment benefits to safeguard livelihoods until the industry can regain stability (UNWTO, 2024).
Regulatory Adjustments and Flexibility
Recognizing the dynamic challenges posed by the pandemic, regulatory bodies have introduced adjustments to provide flexibility and support recovery. These adjustments include temporary changes in licensing requirements, relaxation of zoning laws to allow businesses more operational leeway, and modifications to environmental regulations to accelerate project approvals without undermining sustainability goals. This regulatory flexibility has been crucial in allowing businesses to adapt quickly and efficiently to the evolving market conditions.
Promotion and Marketing Strategies
To reinvigorate tourism demand, significant efforts have been made in marketing and promoting destinations in innovative ways. National and regional tourism organizations have launched campaigns aimed at both international and domestic markets, highlighting safety measures in place and showcasing diverse experiences that appeal to the post-pandemic traveler’s interests, such as remote, nature-based, or less crowded destinations. Virtual tourism experiences have also been marketed to keep potential tourists engaged and inspired to visit in the future (UNWTO, 2024).
Infrastructure Development
Investment in tourism infrastructure has been identified as a key driver for long-term recovery. Enhancements in transportation networks, upgrades to public facilities, and the development of digital infrastructure to support online tourism services are among the priorities. These developments not only improve the tourist experience but also enhance the sector’s efficiency and resilience against future disruptions.
Training and Skill Development With the pandemic bringing new demands concerning health, safety, and digital competencies, there has been a renewed focus on training and skill development within the tourism sector. Programs designed to upskill and reskill the tourism workforce are being rolled out, with an emphasis on digital literacy, health and safety protocols, and customer service for the post-pandemic world. These training programs are often supported by government initiatives and partnerships with educational institutions and industry leaders (WTTC, 2024).
Policy Coherence and International Cooperation
Finally, the recovery of the tourism sector requires coherent policies that align with broader economic recovery strategies and international cooperation. Governments are coordinating with international bodies like the World Tourism Organization and regional alliances to ensure that travel protocols are standardized where possible, and recovery strategies are mutually supportive. This cooperation extends to sharing best practices, research, and data that can help predict trends and prepare more effectively for future challenges.
This expanded section provides a comprehensive overview of the economic recovery efforts and policy interventions supporting the revival of the tourism sector post-COVID-19. It outlines the multifaceted approach needed to address immediate financial needs, regulatory challenges, market demand, infrastructure gaps, workforce development, and the necessity for international collaboration to ensure a robust recovery (WTTC, 2024).
Technological Integration and Innovation
The COVID-19 pandemic has served as a catalyst for significant technological advancements within the tourism industry. These innovations are not only enhancing operational efficiencies and customer experience but are also crucial in addressing the new health and safety concerns brought about by the pandemic.
Digital Transformation
The adoption of digital technologies has accelerated across the tourism sector, transforming the way services are delivered and consumed. Online booking platforms, virtual tours, and mobile apps have become more sophisticated, offering users seamless experiences from planning through to execution of their trips. These platforms also facilitate better crowd management at popular tourist sites, helping to maintain social distancing protocols (WTTC, 2024).
Artificial intelligence (AI) and machine learning are being employed to personalize travel experiences, with algorithms suggesting destinations, accommodations, and activities tailored to the individual preferences of travelers. Chatbots and virtual assistants have become commonplace, providing 24/7 customer service, handling inquiries, and resolving issues in real time.
Enhanced Safety Measures with Technology
In response to health concerns, technology is being used to implement contactless services, which reduce the need for physical interaction between staff and tourists. Contactless payments, online check-ins, and digital room keys are just a few examples of how tourism businesses are adapting to the new health safety standards. Thermal scanners and other health monitoring devices are being installed at entry points of hotels and tourist attractions to screen visitors for symptoms of illness.
IoT (Internet of Things) devices are being integrated to enhance environmental monitoring and management within tourism facilities. These devices can help manage air quality, water quality, and waste, contributing to a safer and more sustainable environment (Wickramasinghe & Naranpanawa, 2023).
Virtual Reality and Augmented Reality
Virtual reality (VR) and augmented reality (AR) technologies are revolutionizing the tourism experience, allowing potential tourists to virtually visit destinations before deciding to travel. During the pandemic, when travel was restricted, these technologies provided a lifeline to the industry by keeping destinations in the minds of tourists. Moving forward, VR and AR are expected to become standard tools in the tourism marketer’s toolkit, used not only for promotion but also to enhance the on-site experience, providing interactive guides and informational overlays that enrich the visitor experience.
Data Analytics for Strategic Decision Making
Big data analytics is playing a pivotal role in understanding consumer behavior and market trends, which is crucial in the highly competitive post-pandemic tourism market. Data collected from various sources, including social media, booking platforms, and IoT devices, are analyzed to glean insights into consumer preferences and satisfaction levels. These insights inform strategic decisions regarding service improvements, marketing strategies, and resource allocation.
Data analytics also aids in risk management by predicting potential disruptions and enabling proactive responses. This capability is particularly valuable in building resilience against future crises (Ketter & Avraham, 2021).
Sustainability Driven by Technology
Technological innovation is also driving sustainability in tourism. Advanced renewable energy solutions, efficient waste management systems, and water conservation technologies are being integrated into tourism infrastructure projects. These technologies not only help reduce the environmental impact of tourism activities but also align with the growing consumer demand for sustainable travel options.
This expanded section on technological integration and innovation outlines how technology is reshaping the tourism industry post-COVID-19, highlighting its role in enhancing customer service, safety, operational efficiency, and sustainability. These advancements are crucial for the sector’s ability to adapt to the new normal and prepare for future challenges (ETC, 2024).
Resilience and Future Preparedness
The tourism industry’s response to the COVID-19 pandemic has underscored the critical need for resilience and preparedness in the face of global disruptions. Moving forward, building resilience not only means recovering from current challenges but also preparing for future uncertainties. This involves a strategic blend of innovation, diversification, policy support, and community engagement.
Diversification of Tourism Offerings
A key lesson from the pandemic is the importance of diversifying tourism offerings. Relying heavily on any single market segment or source can leave the sector vulnerable to similar shocks. Diversification can take many forms, including expanding domestic tourism, developing new niche markets such as eco-tourism or wellness tourism, and promoting off-season travel. By broadening the tourism portfolio, destinations can attract a wider range of visitors throughout the year, mitigating the risk associated with fluctuations in international tourist arrivals.
Strengthening Community Resilience
Communities are at the heart of the tourism industry, and strengthening community resilience is fundamental to the overall resilience of the sector. This involves ensuring that communities are economically diversified and not overly dependent on tourism. Investing in education, alternative livelihoods, and local entrepreneurship can provide safety nets that protect local economies when tourism is disrupted (ETC, 2024).
Engaging communities in tourism planning and decision-making also ensures that tourism development aligns with the needs and values of local populations. This inclusive approach not only enhances community support for tourism projects but also fosters a more sustainable and resilient tourism practice.
Policy Frameworks for Risk Management
Effective policy frameworks are essential for managing risks and enhancing the sector’s capacity to respond to crises. These frameworks should include guidelines for crisis management, emergency response, and recovery planning. Policies should also facilitate the rapid mobilization of resources, streamlined communication channels, and coordinated efforts across all levels of government and the private sector.
In addition to reactive measures, policies should encourage proactive risk management, such as regular risk assessments and the development of contingency plans. Financial reserves or insurance schemes specifically designed for tourism-related crises can provide additional buffers that enable quick recovery without crippling the sector financially.
Leveraging Technology for Predictive Analytics
Technology will continue to play a pivotal role in future preparedness. Leveraging predictive analytics and artificial intelligence can help anticipate trends, monitor real-time data, and predict potential disruptions. These technologies enable tourism operators and policymakers to make informed decisions quickly and efficiently, minimizing the impact of unforeseen events.
For instance, AI can be used to simulate various crisis scenarios and model the impacts of different response strategies. This kind of simulation can be invaluable in training and preparedness exercises, ensuring that all stakeholders are well-equipped to handle emergencies.
Building Sustainable Practices
Finally, building resilience is intrinsically linked to sustainability. Sustainable practices ensure that tourism development does not deplete the resources on which it depends. From environmental conservation efforts to promoting social equity and economic inclusivity, sustainable tourism practices help build a robust foundation that can withstand and adapt to future challenges.
Emphasizing sustainability also aligns with global travel trends, where tourists are increasingly seeking destinations that offer environmentally friendly and socially responsible experiences. By integrating sustainability into the core of tourism strategies, the sector not only enhances its resilience but also its competitiveness and appeal (UNWTO, 2024).
This expanded section on resilience and future preparedness illustrates a comprehensive strategy encompassing diversification, community engagement, proactive policy frameworks, technological advancements, and sustainability. These elements are crucial for the tourism sector to not only recover from the pandemic but also thrive in an unpredictable global landscape.
5. Conclusion
As stated, the COVID-19 pandemic has left its mark in various areas of everyday life, as well as in the economy and tourist flows. Due to changes in economic indicators, the stabilization and recovery of the tourism industry has become even more necessary. A review of the literature on tourism flows around the world and how they have been affected by the COVID-19 pandemic, shows that, based on the first confirmed indicators, the pandemic has negatively affected travel intentions. International tourist flows in 2020 were reduced by 69%, while domestic tourist flows moved in the same direction by 35% (ETC, 2021).
As the global community emerges from the shadow of the COVID-19 pandemic, the tourism sector stands at a crossroads, shaped by profound changes and challenges. The resilience demonstrated during the crisis, coupled with the adaptive measures adopted, has paved the way for a transformative recovery. The trends observed in domestic tourism growth, sustainable and health-oriented services, technological innovation, and a renewed focus on resilience and preparedness are not just responses to the pandemic but are indicative of a broader evolution within the industry. The pandemic has taught invaluable lessons about the vulnerability and resilience of the tourism sector. It has highlighted the importance of flexibility, the need for robust crisis management protocols, and the benefits of embracing technology. Perhaps most importantly, it has underscored the critical role of sustainability and community involvement in shaping a resilient tourism future. The shift towards more sustainable and health-conscious tourism is expected to continue gaining momentum, driven by consumer demand and regulatory changes. This shift requires ongoing commitment from all stakeholders to innovate and invest in sustainable practices that balance economic growth with environmental and social responsibilities. Looking ahead, the tourism sector must continue to leverage the insights gained from the pandemic to enhance preparedness for future disruptions. This involves strengthening the ties between tourism businesses, local communities, governments, and international organizations to foster a collaborative approach to crisis management. It also means continuing to invest in technologies that enhance predictive capabilities and improve operational efficiencies. As the world adjusts to the new realities brought about by the pandemic, the tourism sector has an opportunity to redefine itself. Stakeholders across the industry are called to action to take part in shaping this new future, ensuring that tourism not only recovers but thrives. This involves actively participating in global discussions on travel protocols, contributing to the sustainable development of destinations, and continuously adapting to the evolving needs of travelers. In conclusion, the trends of the tourism sector post-COVID-19 reflect a dynamic landscape where resilience, innovation, and sustainability are paramount. By embracing these trends, the sector can ensure its long-term viability and its ability to contribute positively to global economic and social development. The journey ahead is one of opportunity, growth, and transformation, poised to redefine the boundaries of what tourism can achieve in a post-pandemic world.
The demand for tourism activity during the same period is negatively affected by the war conditions between Russia and Ukraine, with tourist flows from Russia showing downward trends, while at the same time, this critical situation is creating inflationary trends that burden the cost of travel and tourism services in total, causing travellers to choose cheaper destinations (ETC, 2023). This detailed conclusion ties together the themes discussed in the article, reflecting on the lessons learned from the pandemic and looking forward to the strategic actions needed for the tourism sector’s sustainable and resilient future. It calls for a unified approach to navigating the post-pandemic landscape, emphasizing sustainability, collaboration, and innovation as key drivers of future success. Finally, for future studies, research directions would be the comparative recording and presentation of the resilience of the tourism industry to various shocks as well as the changes in tourists’ choices due to the new forms of tourism that have resulted from the digital transformation of the tourism industry.