Strategic Management and Crises Management as the Main Pillars of Recovery in the International Tourism and Civil Aviation Transport

Tourism and air transport are among the sectors most affected by the covid-19 crisis. The pandemic lasting almost two years has been reflected in short-term effects in both sectors, but there are also serious long-term consequences including the impact on quantitative and qualitative employment change. National authorities will have to set recovery plans in accordance with the relevant policies and in international cooperation with public and private entities. The aim of the paper is to identify a set of strategic and crises measures to recover the international tourism and international civil aviation transport in the context of the long-term human resource management and the optimisation of future quality and quantity of human resources in both mentioned sectors. These strategic recommendations are intended for application in national tourism and transport policies. The methodology of the paper is based on current statistical data and strategic documents at the national and international level represented by the international organisations (esp. UNWTO, WTTC, IATA, ICAO, ECAC). Attention is focused on crises management of the public sector entities in terms of the definition and implementation of reconstruction strategies, on private sector stakeholders, on the interconnection of the tourism and air transport sectors, as well as cooperation in the international environment. Methods and tools for the renewal of both sectors are based on a strategic approach of the public sector, support for the introduction of new business models in the private sector, change in the product and marketing mix, digitization, innovation and education.