COVID-19 and the Future of Tourism: Back to Normal or Reformation?

ABSTRACT

The COVID-19 pandemic has created enormous pressure on the tourism and hospitality industries. In the post-COVID-19 era, destinations ought to attain the right balance between public security and economic recovery. Many destinations are trying to achieve this equilibrium by limiting international tourism and, instead, by targeting domestic tourists. Given that the future of tourism relies on the survival of the safest and smartest destinations, it is essential to work together on the recent advances in the sector. To this end, this research examines the current trends and practise by applying an explorative qualitative study design incorporated with data triangulation. The study findings point out two prevailing schools of thought, viz. the new normal and back to normal. The technological innovations support the ‘new normal’ waves, call for sustainability, rebuild current tourism to create a more sustainable form, and regenerate domestic and special interest tourism such as solo tourism. At the same time, the ‘back to normal’ philosophies are fuelled by the past global crises and the exceptional bouncy characteristics of the tourism sector to recover. However, both of these viewpoints are further direct towards the growing body of uncertainties, which can be unique to the COVID-19 pandemic, where predictions were found to be off beam. © 2021 Publishing India Group. All rights reserved.