Peripheral destinations in Egypt face public-private partnership (P3) response challenges during COVID-19. The
proposed partnership policies and solutions of governments seem inadequate and
reflect a lack of agility. This constructivist grounded theory (GT) study aims to investigate businesses’
perceptions and concerns that may affect reshaping the P3 strategies of Egypt’s
tourism-related government departments at Marsa Alam, Egypt. The period under
investigation is May 2020 to July 2020, when COVID-19 was causing a fundamental
change in Egypt’s tourism industry. The findings show that employees’ rights, businesses’
priorities, destinations’ recovery challenges, and making P3 more joined-up are
significant concerns in the recovery, restart, and agile P3 responses of
peripheral destinations. This study investigates P3 management and considers its
application in the wake of global health crises, where agile P3 practices are
lacking.