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As nations and tourism destinations are beginning to relax nonpharmaceutical measures for the prevention of the COVID-19 virus, a major quest of tourism stakeholders is to restart and restore the once viable and productive industry to its prior state. While the urge to restart and restore may necessitate a strategic plan and drastic measures, care must be taken not to undermine the sustainability of the destination. The current study seeks to understand the perceptions of residents of Northern Cyprus as key tourism stakeholders concerning the impacts of COVID-19 to the island’s tourism activities and recommendations for recovery post pandemic. To this end, the study used grounded theory and semistructured interviews to explore how residents perceive the contribution of focused advertisements and stakeholder engagement in the sustainable restoration of tourism activities post COVID-19 on the island. While divergent opinions were gathered, it can be inferred that stakeholders expect the implementation of strategic plans aided by focused advertisements to ensure the sustainability of their tourist destinations. Policy directions and academic contributions are also stated as requirements.

Residents’ Perceptions of Sustainable Tourism Destination Recovery: The Case of Northern Cyprus