ABSTRACT
The pandemic caused by COVID-19 spread throughout the world and the measures to deal with it hit the tourism sector in a way that was unimaginable for the sector’s agents. Many tourism businesses, especially small ones, did not survive the crisis. The remaining organizations must necessarily change to face the new context. The objective of this paper was to point out some changes that the COVID-19 pandemic generated in the tourism sector and its businesses. The topic of organizational change and change strategies was addressed to suggest ideas for dealing with the crisis. Tourism services can be restructured in the direction of greater customer participation during the service process. The appropriation and application of technology can reduce customer contact and make tourists contribute more resources and improve their skills to increase self-service. Tourism marketing should be oriented to improve the image of destinations, showing how the lives of tourists are protected with appropriate biosecurity protocols. The challenges in the field of human resources management for tourism are wide-ranging; small businesses have significant weaknesses in customer service and difficulties in obtaining trained personnel and hiring them on a permanent basis.
