In 2019 destinations across the globe saw record numbers of travelers arrive and depart. The struggle with overtourism was at its height and current patterns were not sustainable. A year later, inbound tourism plummeted by 80-90 percent for many destinations, leaving many tourism leaders in difficult funding positions, creating innovative campaigns to capture demand responsibly, and unsure about how to rebuild in a more sustainable way for the future. Tourism will return, but how was it changed and how can industry leaders use this as an opportunity to change it for the better?