Green Tourism and Crisis Management in the Hospitality Sector: A Path Toward Sustainable Recovery – The Case of Jordan

Abstract

The tourism and hospitality sectors are highly vulnerable to crises such as pandemics, wars, and economic instability. The COVID-19 pandemic exposed major weaknesses in global tourism systems, particularly in developing countries. This paper explores the integration of green tourism principles and strategic crisis management as a dual pathway to recovery and sustainability. Focusing on Jordan as a case study, it examines how environmental sustainability can act as a stimulant for resilient tourism, offering insights into policy shifts, local community engagement, and adaptive strategies. The findings suggest that a green transformation is not only environmentally necessary but also economically strategic in post-crisis tourism planning.

The tourism and hospitality industries are particularly susceptible to disruptions caused by pandemics, armed conflicts, and economic downturns. The COVID-19 pandemic revealed significant vulnerabilities within global tourism systems, especially in developing nations. This paper investigates how the integration of green tourism practices with strategic crisis management can serve as a dual approach to fostering recovery and long-term sustainability. Using Jordan as a case study, it analyzes the role of environmental sustainability in enhancing tourism resilience, with a focus on policy evolution, community participation, and adaptive frameworks. The study concludes that adopting green transformation measures is not only essential for environmental preservation but also a critical component of economically sound post-crisis tourism development.