TOURISM AND THE PANDEMICS: ONLY THREATS OR (A FEW) OPPORTUNITIES?

The COVID-19 pandemic had a profound impact on the tourism industry, and Italy was no exception to its effects. Despite the uncertainties surrounding the sanitary situation, Italian travelers did not entirely forego vacations. However, the pandemic altered and complicated their choices compared to previous times. This study presents the results of two surveys designed to delve into how tourists' preferences and choices evolved during the pandemic. Our findings highlight emerging trends that offer opportunities for intermediaries and the development of lesser-known regions. Notably, travelers expressed a growing need for establishing trust either with the host or intermediary, with a clear preference for direct human contact. Furthermore, an increasing inclination towards smaller, less crowded destinations characterized the demands of pandemic-era tourism. The long-term sustainability of these new trends as sources of value creation will depend significantly on the willingness and capability of tourism companies and institutions to invest and adapt.