Uncertainty is the new normal, especially in Tourism. Old and new constraints from the supply side and new needs and behaviours from the demand side require a transformative approach to tourism. 
Previous research has recognised that tourism marketing efforts are often made independently by various tourism stakeholders, even though collaborative efforts have been recognised as a source of competitive advantage in tourism. We argue that this is even more relevant in a post-pandemic, digitally-driven and sustainability-oriented world, where tourism small and medium-sized enterprises (TSMEs) face a paradigm shift. More than focusing on recovery, TSMEs have to rethink their role in a new economic order.