The COVID-19 pandemic highlighted the need for adaptable strategies.

SMEs that can quickly pivot their offerings, operations, or business models in response to external shocks are better positioned to survive disruptions and capitalize on emerging opportunities in a volatile tourism landscape.

One good example is Andalucía 360 Travel, a company that changed its offer after the pandemic.

Before COVID-19, they organized group tours, but after the crisis, they focused more on private and small-group experiences. They also started using more digital tools, like online content and virtual storytelling, to keep their connection with clients. These changes helped the company stay active and meet new customer needs.

Many travelers today want to feel safe and prefer smaller, personalized activities. Andalucía 360 saw this and adjusted its services fast. They didn’t wait to go back to “normal” but created a new way of working. This is an important lesson for other SMEs: it’s better to adapt than to stop.

Being flexible also means trying new things, testing ideas, and learning from mistakes. Tourism companies that do this can recover faster from future problems and become stronger. Also, as mentioned in national strategies like Spain’s Sustainable Tourism Strategy 2030, it’s important that these flexible plans include green and digital transformation. Coordination with local governments and real-time data also helps companies respond better to fast changes.