The Post-crisis Recovery of Domestic Tourism

The toll of losses due to the COVID-19 pandemic on domestic tourism is substantial. The sector has witnessed numerous hotel closures and widespread downsizing. To ensure their sustainability, operators must reconsider their marketing approach. This undoubtedly involves market analysis, understanding needs, adapting offerings to the specifics of domestic demand, and adopting a sound marketing mix. This article aims, firstly, to assess the degree of adoption of the marketing approach as a means of revitalizing domestic tourism. Secondly, it aspires to measure the impact of the marketing approach on tourism activity. This research was conducted through a qualitative study involving interviews and a quantitative study using questionnaires. The study’s findings reveal notable shortcomings in terms of market research and the utilization of communication and information technologies. On the other hand, the study demonstrates that improving offerings contributes to enhancing the attractiveness of domestic destinations.