The ongoing situation of the COVID-19 pandemic brought tremendous and long-term changes in the tourism industry in Denmark, which are affecting not only the businesses and organizations across the sector but also the consumers. Previous research has been mainly focused on the impact, survival and recovery of tourism from the coronavirus crisis in Denmark. However, resilience has not been approached yet from the consumer behaviour perspective.

Therefore, this research seeks to explore how Danish tourism is being reshaped from the perspective of tourism businesses and organizations. and what are the implications of consumer behaviour in the development of resilience strategies by these entities. A mixed-method design was applied to conduct the research, where both qualitative and quantitative methods have been employed, such as web surveys, online semi-structured interviews, ethnographic observations and secondary data.

Hence, our findings indicate that tourism businesses and organizations in Denmark are contributing to the repurposing of the industry based on the impact assessed at the destination or in the sector they operate in, the needs and expectations of consumers and the changes triggered by the measures and resilience plans implemented by the Danish government since the pandemic started. Also, it has been discovered that consumer behaviour plays a detrimental role in the development of resilience strategies, as it stimulates adaptability, generate new knowledge on how to better respond to future crises as such magnitude as the COVID-19, and it assesses tourism entities to develop offerings that align with the current societal and environmental needs.