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The purpose of this paper is to provide contrasting narratives of what the future of Asia Pacific tourism may look like, and to identify how current policy interventions and recommendations made for coronavirus disease 2019 (COVID-19) recovery shape the system's trajectory.

Drawing on a set of four possible futures emerging from COVID-19, tourism policy responses are analysed and a link to their potential contribution to the Sustainable Development Goals is made.

A system goal is presented for each scenario, and what this means for the tourism system. Existing policies indicate that tourism is moving towards a “Discipline” future, although evidence for all four trajectories could be identified. Whilst the “Transform” scenario is most aligned with a sustainable future, the findings highlight that sustainability outcomes are possible in the other scenarios as well, if risks are managed adequately.

The limitation is that the core structure of the four futures was not specifically developed for tourism. However, given that tourism is firmly embedded in national and global economies, this limitation is not material.

This paper supports decision-makers to develop adaptability in the face of great uncertainty and complexity. Risks and opportunities associated with each of the four tourism futures are identified, and examples are provided how sustainability outcomes can be maximised in each.

Sustainability is a safe and necessary strategy regardless of the trajectory to any of the four scenarios. The long-term health of the tourism system and anyone involved in it depends on significant progress along the Sustainable Development Goals.

This paper explores pathways for system change and how different COVID-19 policy approaches contribute to shaping the system's trajectory. It highlights the risks associated with certain trajectories, and also identifies how short-term recovery priorities might undermine long-term sustainability.

Using and understanding social media in the context of networked publics enhances crisis communication. This chapter describes models and ideas for integrating social media into the communication strategies of rescue organisations. The authors develop their recommendations for the use of social media by these organisations from both a summary and comparison of communication processes during the 2013 Central European floods in Austria, and from the perspective of an organisation actively using social media in the chosen model region of Alkoven. The chapter presents basic recommendations, recommendations inspired by content strategy and recommendations based on web and social media literacy in order to support the further development of crisis communication in the digital age.