The Recovery Tactics of the Tourism Industry Amid COVID-19 Pandemic Conditions in the Baltic States

Purpose: The COVID-19 pandemic has created shock and turbulence for the tourism industry in Baltic states such as Estonia, Latvia and Lithuania. To recover from the situation, tourism service providers had to act accordingly to maintain and sustain the tourism sector during and after the pandemic. The objective of the study is to analyse strategies adopted by Baltic states during and post pandemic times to recover the tourism industry.

Design/Methodology/Approach: The qualitative research method is based on survey and expert opinion of stakeholders of tourism in Baltic states. Further authors used content analysis of country and industry statements, articles, video stories, lectures and meetings.

Findings: Conclusion shows that there are several similarities in the recovery tactics of tourism by the government and other stakeholders amid the COVID-19 pandemic which include opening of borders among three countries for travellers, ability to jointly seek a solution for transformation, a common understanding between various tourism service providers. Non-governmental organisations demonstrated their power in influencing political decisions to adopt recovery strategies of tourism.

Originality/Value: This study provides a greater understanding of the state of tourism in Baltic states during the pandemic in general and the role of stakeholders in the process of recovery of tourism. The study provides the basement for continuing deeper research of COVID-19 influence on tourism in the Baltic states.