Rethinking tourism: why and who?

PurposeThis study aims to discuss the idea of a rethinking of tourism, as proposed in the academic literature, in the wake of the coronavirus disease 2019 (COVID-19) pandemic, to evaluate the rationale for such a process and to consider by and for whom such a rethink should be undertaken.Design/methodology/approachThis is a viewpoint paper, interpreting the literature on the topic of refocusing and rethinking tourism in general and identifying issues arising from such arguments – in particular, the impact of such a process on tourists and their destinations.FindingsWhilst a rethink of tourism is appropriate and necessary in many respects, the rationale and goals of such a process need to be made specific and focussed rather than general and based on interest groups' preferences and beliefs.Originality/valueMuch of the discussion about rethinking tourism has focussed on what is perceived to be wrong with tourism by the various interest groups rather than what the goal and value of a refocus might be. This paper questions that approach and argues for change at local and specific levels rather than a sweeping and generalised approach.