Abstract
Many see the COVID-19 pandemic as a turning point for tourism, a chance to reflect on the pressing environmental and socio-economic concerns of the industry, and an opportunity to pinpoint a more desirable direction. However, for tourism to revive as a less impactful and more meaningful industry, more mindful consumers are needed to take factual benefits from the gravity of the current situation. Mindfulness as a practice of bringing a certain quality of attention to moment-by-moment experiences has become an important asset for individuals to cope with the problems of modern life. It is even seen as a significant driver of lifestyle change in Western societies, resulting in an increasing number of more conscious consumers and mindfulness-driven products and services. The COVID-19 pandemic is a wake-up call and opportunity for the tourism industry to embrace the mindfulness movement, trusting in its capacity to reflect on the current problems and to pave a new way forward towards more compassionate and meaningful tourism for both hosts and guests.