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This paper examines the overtourism dilemma by understanding the new trends in Asia’s tourism industry in the post-epidemic era. It aims to explore a more sustainable tourism development model that provides stakeholders with excellent cutting-edge tourism dynamics to develop effective marketing and management strategies.

This paper explores the overtourism dilemma and emerging tourism trends in Asia post-pandemic through a literature review based on secondary data. More specifically, a systematic literature review was employed by reviewing journals on overtourism and emerging tourism trends in the post-pandemic era in the Scopus scientific database over the past four years (2020–2024).

Policy trends, urban morphology, branding strategies and tourist norms significantly influence the sentiment of overtourism. Rather than restricting the number of tourists as a significant strategy, the overtourism debate suggests that stakeholders (local governments, destination managers, destination marketing agencies) can effectively address overtourism in post-pandemic Asia by creating alternative tourism products, optimising tourism flows, upgrading infrastructure to mitigate the impact of tourists, capacity-based visitor management and deploying technology embedded in a sustainable development framework.

This paper advocates for a multidimensional strategy based on a vision of high-quality, sustainable tourism development shared by various agency coalitions.

This paper critically overviews the overtourism dilemma against new trends in Asian tourism in the post-pandemic era. The emphasis is on the eventual need for discussions to shift towards more sustainable tourism development models to accommodate changing tourist behaviour under new norms. The paper proposes interventions that would benefit stakeholders.

The purpose of this review paper is to investigate the consequences of tourism development and economic growth within the Association of Southeast Asian Nations (ASEAN) countries, focusing specifically on Lao PDR post-pandemic. The adverse effect of COVID-19 on tourism and economic sectors has been pervasive across the ASEAN region, with varying degrees of impact. Some of these difficulties are set to continue, though there are positive signs of recovery and of the resilience of the tourism industry. Utilising case material from Lao PDR in Southeast Asia – an area frequently neglected in tourism studies – the paper sheds light on the post-pandemic landscape to address existing gaps in the current literature.

A case study approach was taken in this review paper, utilising secondary data such as media reports, official reports from Tourism Laos and international governing bodies like United Nations and the World Bank to form a viewpoint discussion in the Lao PDR post-pandemic condition.

This paper reveals that contrary to a long period of recovery post-pandemic, there has been a degree of continuity from the pre-pandemic period. Considerable numbers of backpackers have returned to Vang Vieng, along with Vientiane and Luang Prabang. While the pre-pandemic emphasis on mass tourism persists, there is also an increased focus on regional and domestic markets. Laos, with its strategic location and cross-border connections, aims to take advantage of this shift.

The paper highlights a detailed exploration of the Lao tourism industry post-pandemic. It goes beyond the initial expectations in literature of a complete transformation post-pandemic, highlighting the continuity in visitor sources and traditional tourist attractions. It emphasises the Lao PDR strategic position for market reorientation, providing insight into the nation’s adaptive strategies and a nuanced perspective on the evolving landscape of Lao tourism.

This paper aims to exploit existing tourism knowledge to frame the unprecedented pandemic tourism crisis, its key aspects and impacts on the tourism industry. It builds a conceptual bridge and discusses the opportunity to capitalise on the missing link between the pre-COVID overtourism and the post-COVID “undertourism” debates.

A cross-fertilisation between the overtourism knowledge and the emerging COVID-19 literature stream is proposed and supported by an online media analysis focussing on the Italian tourism debate on Twitter. A text analysis of 2,500 posts helps discuss the conceptual framework.

The analysed Twitter debate prioritised socio-economic impacts, regulative actions and the recovery approach, representing government as the pivotal actor to overcome the pandemic crisis. An integrative interpretative framework results from this research, opening three areas of inquiry, such as the recovery–reform continuum, managerial approaches beyond regulative frames of action and a critical sizing of digital technologies deployment.

Samples with different geographical and temporal coverage may provide further and multifaceted insights into the emerging tourism online media debate.

An original conceptualisation counter-intuitively frames post-pandemic tourism scenarios. Additional elements of originality are the online media analysis contributing to the emerging COVID-19 agenda and the use of Twitter social platform to investigate the tourism debate.

As the world continues to navigate between the “new normal” and the “next normal” of an ongoing pandemic, recovery plans of several tourism destinations are still not bringing desired results. The COVID-19 pandemic has exposed long standing structural weaknesses and gaps in tourism policies worldwide. The formulation of tourism policies based on the pandemic context is therefore a need of the hour. However, due to lock-down and physical distancing measures, data collection for the development of research-based tourism policies has not been possible. In this case, evidence-based policies stand as a workable option. Drawing from the book Tourism Destination Management in a Post-Pandemic Context, this policy document proposes a synthesis of tourism policies embraced by destinations struggling in the pandemic context. Lessons show that rebuilding tourism requires policies that address structural weaknesses, advance key priorities, foster global solidarity and take advantage of new opportunities. This piece of study comes to the conclusion that tourism policies post pandemic need to be based on seven pillars, namely mitigation, vaccination, collaboration, information, promotion, education and investigation.

This study explores evolving tourist preferences post-COVID-19, focusing on the growing demand for sustainable tourism. Using the X.0 wave/tomorrow age theory when X.0 = 5.0, it identifies transformative trends influencing the tourism industry's adaptation to new sustainability expectations.

A mixed-methods approach combines extensive surveys and interviews with diverse tourist profiles to examine behaviors and preferences. The seven pillars of sustainability (7PS) model frames the analysis.

Tourism is shifting toward sustainable practices, emphasizing cultural differences, environmental stewardship, social engagement, economic resilience, technological infrastructure, educational methods and political supports. The integration of X.0 wave theory with SME 5.0 concepts highlights the importance of responsible tourism aligned with evolving tourist expectations.

This study pioneers the application of the X.0 wave/tomorrow age theory to tourism, offering a novel framework for sustainable practices. It provides insights for making tourism resilient, ecologically sound and socially responsible, meeting post-pandemic visitor demands.

Food tourism, integral to the travel experience, reflects deep cultural and traditional identities, fostering local development and heritage preservation. This chapter explores the evolving characteristics of the post-COVID-19 food tourist, drawing on interviews with food tourism travellers to understand the pandemic’s impact on travellers’ preferences and the role of food tourism in promoting social sustainability and justice in destination communities. Through food tourists’ narratives, this study reveals a growing emphasis on authentic, regional culinary experiences and their significance in advancing social sustainability. The findings enable the identification of the post-pandemic food tourist, who is driven by a dedication to health, sustainability, and cultural education.

This study aims to analyze the opportunities and potential of industrial tourism for the agri-food industry in the current post-pandemic scenario. Industrial tourism can favor appropriate behaviors by companies and tourists to address emerging challenges in the post-pandemic era, such as responsible production and consumption and the containment of waste production.

The adopted research method is a case study with exploratory purposes, applied to an industrial tourism experiment called “Make it in Puglia” (Apulia Region, Italy). The case study was based on participant observation and semi-structured interviews.

This study analyzes how industrial tourism in active agri-businesses allows local areas to be enhanced while simultaneously improving and strengthening sustainable strategies and choices for organizations and customers, especially in the changing context of the post-pandemic era.

The country specificity of this project and the limited duration of the investigation in the post-pandemic period were the main limitations of this study.

Industrial tourism in the agri-food business can contribute to a sustainable strategy for destination management based on new elements of attractiveness. Moreover, industrial tourism represents an opportunity for agri-food businesses, through the promotion of “business tours,” to respond to requests for more sustainable practices, especially considering that food waste and resource use efficiency have become a topic of growing concern.

This paper is one of the first studies that considers industrial tourism as a strategy for achieving sustainable development goals (SDGs) in the agribusiness sector, as it analyzes industrial tourism as an instrument in the construction of a cohesive ecosystem where tourism, agri-food business and local communities together pursue preservation and safeguarding of the environment, heritage and territory.

This paper aims to highlight unconventional or underused theories that can be considered for the study of hospitality and tourism consumers. The authors discuss how these theories can be applied.

This research paper is conceptual and descriptive in nature. The authors address the proposed theories by applying the Delphi method.

Theories such as dramaturgical theory, persuasion theory, script theory, customer inspiration theory and segmented assimilation theory are underused but can be applied to studies of hospitality and tourism consumers’ behavior. They can be helpful for understanding various aspects of consumer behavior, such as their decision-making, motivations, attitudes and perceptions, in hospitality and tourism.

Consumer behavior is more diverse and complex in the post-pandemic era. The authors draw attention to theories that are underused but have explanatory power with regards to hospitality and tourism consumers’ behaviors. These non-conventional theories can provide new theoretical perspectives and offer new insights.

The purpose of this paper is to provide a critical synthesis of research conducted within the hospitality and tourism industries in response to the impact of the COVID-19 pandemic, identify key perspectives and themes relating to the recovery and resilience of the two sectors and put forward recommendations that help address organizational and consumer behavior changes produced by the pandemic.

This study adopted a critical reflection approach to identify, select and synthesize relevant research based on which recommendations are drawn.

This study offers a contemporary framework discussing three distinct themes that emerged from existing research regarding the impact of COVID-19 on the hospitality and tourism industries: management, marketing and consumer behavior.

This study offers operational, practical and actionable recommendations for organizations about how to adapt and recover from the impact of the COVID-19 pandemic by guiding the industry in sustaining long-term resilience.

This study provides a critical and current synthesis of selected literature and theory that discuss key implications of the COVID-19 pandemic for the recovery and resilience-building of the hospitality and tourism sectors.