Building pandemics resilience through adaptation and recovery strategies: Lessons by tour operators in Northern Tanzania

Pandemics have influenced global tourism, causing devastating impacts to tour operators in countries in the global south, such as Tanzania. This qualitative study used resilience theory to explore adaptive and recovery strategies adopted by tour operators to remain operational in Northern Tanzania. Data were collected from 26 tour operators (TOs) and 12 key informants through 38 interviews. The study also carried out field observations of 26 TOs and a document review to supplement the interview data. Thematic analysis revealed that TOs reduced costs, adopted innovation, and adhered to health protocols as resilient strategies. Moreover, TOs targeted domestic markets and fostered collaborations as recovery strategies. The emergence of digital transformation, shifting from face to face to online engagement, demonstrates operational adaptability. Overall, the findings highlight the importance of collaborations in enhancing resilience. These strategies are essential for sustainable tourism. The study recommends the enhancement of crisis management documentation and prioritising domestic tourism as strategies for strengthening resilience.