Navigating through a pandemic crisis: strategies for tourism and hospitality industry in Kenya

This paper aims to offer answers as to what can be done to mitigate devastating effects of pandemics on tourism and hospitality operations. The research systematically reviewed 40 articles which were selected using the PRISMA flowchart criteria. The review examined reactive and proactive coping strategies that have been devised to help the industry bounce back during different pandemic crises. Based on the analysis, promotion of domestic tourism, tax waivers, economic aids and demonstration of commitment to safeguard health were found to be the most common reactive strategies. On the other hand, diversification of products, shifting to other market niches and review of travel policies were found to be the most common proactive strategies. The study proposed the following as survival strategies for the tourism and hospitality industry in Kenya; market and product diversification, a cohesive cross-border collaboration within the EAC, substantial automation of sectors, endorsement of certified safe destinations, establishment of business alliances and building a special emergency fund for the industry. The study provides practical implications and advances knowledge on sustainability of the tourism and hospitality industry in Kenya, amidst the recently encountered pandemic predicaments and those that are unforeseeable.