Rebuilding Resilient Tourism Industry in Odisha: A Study on Revival and Survival Strategies in the COVID-19 Era

Abstract

The sudden outbreak of COVID-19 shook up the Global tourism and threatened many tourism destinations. After the first wave of COVID-19, the invention of vaccines prevented the spread of virus and the industry started healing itself. However, the second wave of the pandemic disrupted the recovery plans and polices of many tourism companies and planners. Tourism and Hospitality industry has faced many challenges in the past. But pandemic of this magnitude was unexpected. The impact is much deeper and complete end of such virus is unpredictable. The need of the hour is to take actions to unpack and reduce such recurring repercussion of COVID-19 and rethink and repackage tourism for restoring the demand. This foregrounds a framework to identify the impact of COVID-19 on Odisha Tourism and formulate a strategic approach for the restoration and survival of the tourism industry in Odisha. The study is both exploratory and descriptive in nature, based upon a qualitative research approach and includes collection of both primary and secondary data. Results of the study reveal that lockdown/shutdown and other restrictions due to pandemic have impacted the key tourism stakeholders in Odisha leaving them under financial instability. The study emphasises on promotion of domestic tourism in a big way. The study focuses on alternative tourism development and improved infrastructure relating to the screening, sanitisation and social distancing of the visitors will build confidence among the visitors and recreate interest in travel. IATA Travel Pass/Vaccination certificate should be a mandatory travel document for safe travel practice.

Citation

Mathew, R., Swain, S.K. and Sahoo, S.S. (2022), "Rebuilding Resilient Tourism Industry in Odisha: A Study on Revival and Survival Strategies in the COVID-19 Era", Mohanty, P., Sharma, A., Kennell, J. and Hassan, A. (Ed.) The Emerald Handbook of Destination Recovery in Tourism and Hospitality, Emerald Publishing Limited, Leeds, pp. 249-263. https://doi.org/10.1108/978-1-80262-073-320221015