Transformation of the institute of tourism in the consumer society in the background of the COVID-19 2020

The COVID-19 pandemic of 2019-2020 has the potential to transform the tourism industry as well as the context in which it operates. This global crisis in which travel, tourism, hospitality and events have been shut down in many parts of the world, provides an opportunity to uncover the possibilities in this historic transformative moment. A critical tourism analysis of these events briefly uncovers the ways in which tourism has supported neoliberal injustices and exploitation. The COVID-19 pandemic crisis may offer a rare and invaluable opportunity to rethink and reset tourism toward a better pathway for the future. ‘Responsible’ approaches to tourism alone, however, will not offer sufficient capacity to enable such a reset. Instead, such a vision requires a community-centred tourism framework that redefines and reorients tourism based on the rights and interests of local communities and local peoples. Theoretically, such an approach includes a way tourism could be ‘socialised’ by being recentred on the public good. This is essential for tourism to be made accountable to social and ecological limits of the planet.