From Crisis to Attractiveness: Digital Strategies for Sustainable Resilience in the Tourism Sector

Abstract

The objective of this paper is to analyze the contribution of digital strategies to the resilience of the tourism sector in Agadir in the face of the COVID-19 crisis. Using a qualitative approach combining a literature review and interviews with local stakeholders, the study highlights the role of digital technology in maintaining the attractiveness of the region, crisis communication, and post-pandemic recovery. The results reveal a growing adoption of digital tools (social media, storytelling, booking platforms) as levers for adaptation. The experience of Agadir demonstrates that digitalization can support sustainable resilience provided it is accompanied by strategic coordination and skills development among operators