Some areas of the world are already looking to the future as they seek to rebuild their tourist economies after the outbreak of coronavirus.
One such area country is Singapore - a hub for international air travel and a major tourist destination in its own right.
"You have to take the ups and you have to take the downs," says Keith Tan, CEO of Singapore Tourism Board.
The organization has responded swiftly, putting in place measures to assist the industry, as well as assemble a Tourism Recovery Action Taskforce.
There is no denying the pain has been sharp and will get sharper as the virus spreads but he believes this is a time for a reset, to get creative, to get reskilled.
Above all, he believes Singapore must not waver from its pursuit of quality tourism. In fact, his advice to other destinations affected by COVID-19 is to keep your eye on your North Star. Dig deep into your brand equity and solidify it.
The comments from Tan are part of a wide-ranging interview with WebInTravel founder Yeoh Siew Hoon in the first episode of the PhocusWire sister brand's new podcast.
You can listen to the full recording here: