This economic pain, although difficult, will not last forever. The pandemic will not change the desire of the human spirit to seek out adventure or simply enjoy new destinations. As international recovery efforts are developed and slowly implemented, let this pause in the travel and tourism industry serve as an inflection point for businesses.
An eventual reopening should direct us towards a more meaningful focus on sustainable and environmentally conscious outcomes—things that are increasingly in high demand. Any transition will require the review and redesign of strategies as well as institutional changes, not to mention new ways of promoting sustainable tourism practices. These efforts will need a great deal of creativity, innovation, and adaptability. Most important will be identifying the emerging opportunities that offer medium- to long-term environmental solutions in the tourism industry.
