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The accelerating popularity of the art and handicraft sector in recent years has attracted notable academic attention. Several studies examined the potential of this sector to generate positive outcomes for the associated communities. However, what is currently missing from the line of scholarly discussion is a comprehensive understanding of the experiential value of such marketplaces for consumers. The present study, therefore, seeks to explore the dimensions of visitor experience at traditional art and handicraft markets and identify how such marketplaces facilitate the fulfillment of an individual’s deeply embedded psychological needs and promote well-being through positive emotions and self-empowerment.

Study data was obtained through semi-structured interviews, field visits and on-site observations conducted at the Dilli Haat, INA, Delhi, India. The conceptual framework of self-determination theory (SDT) is employed to analyze the perspectives of the visit experience of 35 visitors who arrived at Dilli-Haat.

Findings indicate that visitors’ interest in participating in the traditional art and handicraft market was influenced by their fundamental psychological needs. By offering an opportunity to experience autonomy, competency and relatedness, such marketplaces can contribute to generating positive emotions and lead toward visitor well-being.

Study outcomes added a new perspective on the less studied subject of traditional art and handicraft market consumption. Findings contribute to enhancing the understanding of visitors’ experiences and the role of the traditional art and handicraft market in the context of well-being. Further, the current study highlights the influence of market attributes on visitor satisfaction and positive experience and offers useful implications for the efficient performance of such marketplaces.

The outbreak of COVID-19 has brought the global tourism to a standstill. Being a labor-intensive industry, tourism is the worst affected sector. Since the last few years, the concept of sustainability has become an integral part of planning and developing any destination. Through its strong multiplier effect, it supports a wide variety of jobs for every strata of society. Hence, without tourism the innumerable suppliers of goods and services to the industry would unable to sustain their business and livelihood. The COVID-19 pandemic has caused a 22% fall in international tourist arrivals during the first quarter of 2020 and could lead to an annual decline of between 60% and 80% (UNWTO Report, May 2020). The purpose of the study is to understand the impact of the pandemic on key components of tourism and to determine the major challenging aspects in developing sustainable tourism post COVID-19. The chapter is based on qualitative research and a convenience sample was used for this study. To make the study more worthwhile data triangulation was used. The limitations of the study are confined to the city of Varanasi, India, workforce working in the tourism and allied sectors. The verdict of the chapter is to perceive how COVID-19 has adversely affected the tourism workforce. Also, to solve the challenges how there is a need to be decisive while planning sustainable tourism development and emphasize local people, the environment, and small-scale tourism businesses to make their survival possible post COVID-19.