Tourism in Colombia before and after the pandemic

Abstract

The COVID-19 pandemic is a health crisis that has had a disastrous impact on the Colombian and global travel industry. The chapter begins by identifying previous crises that have impacted tourism development and highlights destination resilience. Second, the impact of the epidemic on consumer behavior is analyzed, particularly on tourist confidence, perceived risk and brand equity. Third, strategies to restore consumer confidence are presented, emphasizing the need to be proactive and invest in communications to strengthen connections with tourists, boost their trust and reduce perceived risk.