COVID-19 has intensified and magnified the need of the overdue change in the tourism and hospitality education. COVID-19 has also been a grand global living-lab experiment of accelerated (technology) educational change. However, to respond to the current reality and get ready for the next normal, tourism and hospitality education should perceive and implement change that goes beyond the simple digitisation of educational offerings. It is the aim of this paper to re-imagine how tourism and hospitality education should re-imagine and re-set its ?business model? for the next normal. To achieve that, the paper first outlines the transformations happening in the major actors of the educational landscape (i.e. students, educational providers, industry and labour markets). Educational change should respond both re-actively and pro-actively to such changes. Hence, the paper continues by advocating how the educational institutions should change in order to not only overcome the crisis but also to lead the re-form of the tourism and hospitality industry to build back better. Changes are proposed in relation to educational offerings, curricula design and content, delivery methods, learning aims and competencies, types and management models of educational instructors, all of them affecting the ?business model? of educational providers including their value proposition, revenue and delivery models.
Rethinking of Tourism and Hospitality Education When Nothing Is Normal: Restart, Recover, or Rebuild