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There has been much speculation about the effects of the COVID-19 pandemic on the tourism sector. Common narratives have variously depicted an unprecedented crisis, a time of opportunity for innovation and transformation and a chance to build a ‘new normal’. The aim of this paper is to investigate how owners and operators of micro- and small enterprises in tourism and hospitality in the United Kingdom made sense of the pandemic and its effects on their businesses. Situated in long-term research engagements with the businesses, three interlocking interpretative repertoires emerged from the analysis of 16 semi-structured interviews conducted between March and May 2021. Participants did not share a progress-driven approach to business change, there was no evidence of a radical ‘new normal’ emerging and COVID was not perceived as a crisis. While these findings appear counter-intuitive, their principal contribution is as a valid counterpoint to policy and academic discourse about COVID as crisis and opportunity. Furthermore, they highlight the importance of developing more nuanced accounts of the tourism business during and relating to the pandemic. Terms like ‘crisis’ and ‘opportunity’ used by policy-makers, practitioners and academics only partially reflect the deliberative efforts and practical perspectives of owners and operators of tourism enterprises.

Crisis? How small tourism businesses talk about COVID-19 and business change in the UK