Ritmo de recuperação no pós COVID: uma análise por mercado

Abstract

COVID-19 has imposed heavy losses in terms of guests, revenue and perception of safety. However, as has happened in other episodes of reduced tourist demand following the occurrence of natural disasters, the tourism sector demonstrates high resilience in the face of shocks, as Madeira's history of tourism development demonstrates. However, some markets demonstrate greater resilience and recovery capacity than others, which can result in structural and radical transformations in demand. This article analyzes the pace of recovery of the main markets, comparing two macro-events, the 2010 natural disaster and the post-COVID event, seeking to identify the factors underlying the pace of recovery, at regional and municipal level, taking into account aspects such as the predominant market segment, the degree of dispersion of demand at municipal level, and other control variables.
Given the increasing risk faced by island regions in terms of natural catastrophes, it is important to know the risk sensitivity of different markets, as well as the pace of recovery, for the purposes of prioritizing investments in promotion and public relations.