Bouncing forward through food and nature: Resilience and regeneration in rural outdoor recreation and tourism

This study examines how outdoor recreation and nature-based tourism businesses in rural Sweden navigated the COVID-19 pandemic, with a particular focus on the role of food in fostering resilience. Survey and interview data were combined to analyze how providers responded to crisis conditions and developed long-term strategies. Using the Resource-Based View and Dynamic Capabilities frameworks, findings show that businesses leveraged place-based assets to attract domestic visitors, redesign offerings for smaller groups, and integrate food and nature as educational tools. These adaptations were not only temporary fixes but became enduring shifts that strengthened social cohesion, reinforced local food systems, and contributed to rural development. Rather than “bouncing back,” businesses exemplified “bouncing forward,” transforming crisis into opportunities for innovation and community benefit. • Rural Sweden tourism adapted during the pandemic with unique place-based assets. • Nature and food experiences taught guests sustainability and heritage. • Local food sourcing strengthened rural economies and resilience. • Collaboration over competition boosted rural community resilience. • Adaptations made during the pandemic have proven relevant for sustainable futures.