In partnership with the Pacific Asia Travel Association (PATA), this session will feature the best practices from across the region to drive the recovery of the global tourism economy. PATA created the Crisis Resource Centre (CRC), a digital resource hub that was launched in response for the global tourism community’s urgent need for crisis management and leadership. The CRC helps tourism entities evaluate where they are on in terms of recovery and offers practical tools to help them plot that recovery. During this session, best practices collected in the CRC from the private sector and Destination Management Organizations (DMOs) will showcase optimal crisis communication plans, strategies to support SMEs, tour operators, and hospitality businesses achieve sustainable business renewal. The session will also feature a discussion with two experts on the sentiment of both Chinese outbound travellers and their emerging post COVID- 19 preferences, as well as sentiment analysis from primary inbound source markets to China.