Cultural tourism in cities post-COVID-19: a perspective and proposals for an alternative model

Tourism was a constantly growing industry until the halt brought about by the COVID-19 pandemic. In cities, its negative impact was increasing, with significant cases of overcrowding. COVID-19 has emerged as an exceptional disruptive stage, yet it is also an opportunity to abandon the rush towards unsustainability. This study is a critical analysis of tourism, looking at the most appropriate post-pandemic perspective for urban cultural tourism, based on sustainability and leaving aside the search for profit as the ultimate goal. The main objective is to make proposals for an alternative paradigm. This is a theoretical paper that draws on a literature review of 180 works of scientific reference. Complementarily, information published by the media is accessed and direct observation is carried out as fieldwork. Proposals are made on limiting the number of visitors, improving guided visits, tourist routes, experiential tourism, and virtual tours. We also propose a new centralised tourism governance and regulation of private agents. Therefore, the present text is of interest for public representatives working in the field of urban tourism.