As we all know, tour operators are a resilient bunch. The travel industry has gone through crises before COVID-19. Everything from terrorist attacks to disease to depressions to wars and we’ll do it again. What this crisis has shown us is how innovative tour guiding companies are. To regain confidence in returning (and new) customers, tour operators must be willing to change and adapt. We found four ways companies are improvising to persevere and even make the travel industry better than before: collaborating with other businesses, personalizing tours, practicing sustainability, and staying flexible. Tour Operators Collaborating With Other Businesses When...