Understanding China’s Post-Pandemic Hospitality and Tourism Landscape: A SWOT Analysis Through Professionals’ Perspectives

China’s hotel and tourism industries have transformed dramatically in past decades, captivating travelers from across the globe. The COVID-19 outbreak in late 2019 significantly disrupted these sectors. Now, with the world having entered the post-pandemic era, this research examines the strengths, weaknesses, opportunities, and threats (SWOT) facing China’s hospitality and tourism landscape through the lens of 79 hotel professionals. We conducted focus group interviews to explore these individuals’ experiences and performed a SWOT analysis. The findings inform recommendations to facilitate the hospitality industry’s development and adaptation to a new normal. These insights offer actionable guidance for industry to align strategic investments with emerging trends, fostering resilience and sustained growth in a rapidly changing market environment.