Learning lessons for shared value creation in tourism: the pandemic challenge

The COVID-19 pandemic has highlighted the magnitude and scope of tourism’s global importance and its vulnerability. The pandemic-driven unprecedented societal changes present an opportunity to set the ground for a transition towards alternative development models. There is still wishful multidisciplinary thinking about the new tourism configuration. However, building tourism out-of-the-way revolves around processes of shared value creation at the interplay between sustainability and humanistic management. These processes entail four avenues for change – human-human, human-nature, human-technology, and human-economy interactions – which represent a possible alternative not only for tourism, but for managing businesses, and fostering a better economy.