Destinations, travel brands, governments, technology providers and many of the consumers they ultimately serve are wondering how the travel industry is going to look in a post-coronavirus world.
Companies are in a tricky position, trying to work through the countless operational issues they currently face (including survival, for many) and also considering how to plan for the future.
Travelers, let's not forget, are in an even tougher spot. Many are locked down in their own homes, fearful for their own health and that of their friends, families and colleagues.
"At some point, people are going to start traveling again."
It's a useful reminder that even during these fairly dark times across the industry and the world, travel will bounce back in some form or another.
This is why, in conjunction with destination specialist Doug Lansky, we're starting a series of video guides where he discusses his ideas on how to emerge from the crisis with smart strategies, new roles for technology, bigger thinking than before and other useful tips for brands and destinations across the sector.
The industry has the chance to reset and rethink as it looks to a future beyond COVID-19 - Destination X is a way to understand that opportunity.
The first installment of Destination X looks at recovery strategies.
Five coronavirus recovery strategies for the tourism industry