LAUSR

Abstract This conference communication discusses insights from the roundtable discussion for reviving tourism in the post-pandemic era, conducted by the Centre for Marketing in Emerging Economies at the Indian Institute of Management, Lucknow, India. A varied group of eminent members from government, industry, and academia deliberated on the challenges, possible solutions, and way forward with regard to reviving the tourism sector amidst Covid-19 uncertainties. Major outcomes emerging from a roundtable discussion among experts were textually analysed. A survey was conducted among attendees to assess the degree of willingness to travel and related concerns. A framework was developed with a workable action plan for boosting tourism. Implications for practice and suggestions for future research are provided.