Tourism Technology Optimism in Challenging Times: Harsh Lessons

Abstract

Despite the harshness of the COVID-19 crisis the concept of technology optimism has also emerged. This fosters a sense of optimism for the future, based on the implicit assumption that involving technology will almost always result in positive outcomes; in other words, technology is associated with success. In particular, the surprisingly active response of the global tourism industry to the Russia–Ukraine war since 2022 could also be attributed to an elevated level of technology optimism. Thus, this viewpoint investigates the ramifications of technology optimism in the context of the ongoing global tourism crises. This viewpoint paper is based on a general review of academic literature and online resources regarding the examples that could be attributed to technology optimism, during the ongoing COVID-19 and Russia–Ukraine war since 2022. Even though the roots of an unexpected active response of the tourism industry during the Russia–Ukraine war since 2022 are diverse, we trace it to the phenomenon of technology optimism, which has been bolstered by the current COVID-19 pandemic, and we believe it has significant implications for the tourism industry's resilience. To this end, this viewpoint paper tackles the idea that relying on technology could enhance creative solutions, build confidence and promote activism of the tourism industry in times of crisis. Additionally, we explore the idea that a shorter recovery period is possible in the case of a technology-intensive and hyperconnected tourism industry. Despite its enormous implications for the engagement of all stakeholders, technology optimism has been generally overlooked by crisis management in the tourism domain. This is the first research to propose technology optimism as an important element of tourism crisis management. By proposing these perspectives for further academic discussion at this critical juncture, we contribute to an optimistic discourse about future tourism development in challenging times.

Article history: Received (June 5, 2025); Revised (September 14, 2025); Accepted (September 14, 2025); Published online (November 1, 2025)