The Evolution of Tourism in COVID Times: A Case Study

The Covid-19 pandemic has had a global impact not only in terms of the loss of human lives but also by imposing a different rhythm on the lives and work of individuals, leading to numerous social and economic transformations. Also, it has revolutionized tourists’ choices. The latter have always been influenced by the perception of travel risks and the need for health protection. As a result, the impact of the pandemic on the tourism sector has led to a halt in tourist flows, mainly due to restrictions imposed by governments to limit the spread of the virus. The increase in tourist flows and the desire to travel after two years of decline have not failed to materialize in 2022. At the same time, the pandemic has also accelerated the transition to more sustainable models, such as industrial tourism, defined as a set of activities aimed at exploring and understanding the places, traditions, and culture of regions. The aim of this work is to analyze, from a social and economic perspective, the evolution of tourism demand in Apulia caused by the Coronavirus-19 pandemic, and to identify the new needs of tourists through the development of training systems and human resources capable of enhancing the opportunities that the area offers. To this end, we empirically measure the attractiveness and sustainability of new industrial tourism in Apulia and we implement indicators according to the European Tourism Indicator System and the methodology proposed by Baldazzi, et al. (2016). We find that after Covid, the evolution and success of the tourism sector are connected to a series of drivers based on sustainability, local identity and the attractiveness of the area. More specifically, tourists in Apulia are attracted to specific types of tourism such as experiential, cultural, industrial, and slow tourism. These tourism forms are characterized not only by sustainability, but also by the transformation of isolated and forgotten places into attractive and profitable tourist destinations through innovative entrepreneurial ideas. In addition, the integration of digital competence, with the application of collaborative methodologies in educational training paths, represents valuable tools to prepare tourism professionals to successfully tackle the challenges of a rapidly transforming sector.