Purpose - Drawing on empirical research conducted in London and Paris between July 2020 and June 2021, this research explores whether these two global metropolises may be able to take the COVID-19 crisis as an opportunity to develop more sustainable forms of urban tourism. More specifically, the study analyses whether new forms of localised tourism have developed as a result of the pandemic, how these have been nurtured and encouraged by the tourism industry in these two cities, and the implications of these trends for the sustainable development of tourism in these two cities. Design/methodology/approach - A combination of research methods was used: an online Delphi method, followed by in-depth one to one interviews with selected stakeholders and complemented by the analysis of media articles, policy documents and secondary data. Findings - The qualitative data analysis highlights some key findings: tourism sustainability gained a new importance after the pandemic, however the crisis did not bring the sustainable revolution some stakeholders wished or expected. Nonetheless in both cities tourism marketing adopted a new "hyper-local" approach with the objective of encouraging proximity tourism and involving local residents more, thus pointing to the need to review traditional definitions of the (urban) tourist. Originality/value – While the blurring between tourism and the everyday in cities has been widely discussed in tourism theory, this research provides empirical evidence from two world tourism cities, showing some of the wider, practical implications of these theoretical debates for industry and policy making in the context of the COVID-19 pandemic. |