Revitalization of tourism and hospitality sector: preempting pandemics through lessons learned

The devastating effects of the COVID-19 pandemic have left many repercussions for the tourism industry to preempt any future catastrophe of this nature. The research aims to propose recommendations for the post-COVID-19 business world to revitalize and reclaim their market space and win back their volumes without any fear of indefinite closures and continued lockdowns in the industry. Drawing from the literature, the study assumed revitalization through responsiveness, use of advanced technology, customers’ and employees’ willingness, enhanced skills, adherence to standard operating procedures and protective measures, and restructuring via a public–private partnership. For the purpose, survey method was employed to collect data from the industry. After confirmation of the reliability and validity, the regression analyses supported effective revitalization through government responsiveness, use of digital technology, psychological recouping of customers’ willingness, enhancing technical skills through training, strict adherence to protective measures, and destination restructuring and reorganization through a public–private partnership. The study proclaimed that Pakistan’s tourism and hospitality sector development has evolved through the COVID-19 situation, and is likely to revamp and revitalize into a sustainable business. Once achieving sustainability, the revamped industry will likely to increase revenue, generate employment, and alleviate poverty through thriving public–private partnerships, community involvement, and community well-being without compromising people’s health.