Introduction: The Changing Landscape of Tourist Behavior—Navigating from the New Normal to the Next Normal

The COVID-19 pandemic has been more than a crisis; it is now seen as a global wake-up call for the tourism industry. This is clearly documented in the book published by Gowreesunkar et al. (2021): Pandemic is a new ‘P’ to be included in the usual list of marketing mixes (product, pricing, place, promotion, people, performance, and process) because it also affects customer behavior. According to Gowreesunkar et al. (2021), the success of a post-pandemic tourism industry lies in how destinations explore new opportunities offered by the ‘new normal’. Indeed, the ‘new normal’ of the pandemic has shown a series of collective global actions geared toward tourism survival and recovery (Korstanje et al., 2020). This is also evidenced in webinars organized by leading international tourism organizations. For instance, the webinar titled: "Navigating Tourism Challenges During COVID-19: Strategies for Recovery” by United Nations World Tourism Organization (UNWTO, 2021) aimed at addressing the challenges faced by the tourism sector due to the COVID-19 pandemic and at exploring strategies for recovery. Experts from various fields interpreted the new normal as a situation where collaboration was needed to survive and recover from the pandemic. Likewise, the WTTC webinar on “Reimagining Tourism in the Post-COVID World” (2021) discussed innovative strategies to recover and revive the sector. From the consumer side, studies show that tourists are now more likely to choose domestic destinations, shorter trips, and more flexible travel arrangements (Sigala, 2020; Prayag, 2023; Gowreesunkar et al., 2022). They are also more likely to be concerned about health and safety, and to be willing to pay more for travel that meets these concerns (Wen et al., 2020). Activities such as hiking, camping, beach visits, and wildlife exploration have gained popularity as people seek to maintain social distancing while enjoying their travel experiences. This trend is supported by a study conducted by Booking.com , which found that 59% of global travelers prefer destinations with natural attractions and outdoor activities post-pandemic (Source: Booking.com , “Back to Nature” Report, 2021).