Creating a sustainable tourism model in North Cyprus during the uncertainty of the Covid-19 pandemic

Purpose This study aims to explore the strategies adopted by tourism and hospitality businesses in North Cyprus during the Covid-19 pandemic. The analysis also points to sustainable tourism approaches that could be adopted in the post-Covid-19 period. Design/methodology/approach Qualitative methodology was used to collect detailed information from 20 tourism and hospitality business owners operating in North Cyprus. Findings The findings illustrate the negative impacts of the Covid-19 pandemic on tourism and hospitality operations in North Cyprus and reveal how businesses have coped and responded to these challenges. Some operators have been able to adapt and their actions provide indicators for a sustainable tourism business model in North Cyprus. Practical implications The study draws on the experiences of business owners and reveals how they have sought to sustain their operations during the uncertain conditions of the Covid-19 pandemic. Social implications The findings of this study could assist government agencies in the construction of sector-specific support programs for tourism and hospitality businesses. Originality/value The adverse effect of Covid-19 on tourism and hospitality operations is a current topic that needs to be analyzed. This study draws on the experiences of practitioners to analyze the competitive strategies used by tourism and hospitality businesses in North Cyprus.