The main purpose of this paper is to analyse the reconfiguration of the business environment in the tourism industry as a result of the effects of the COVID-19 pandemic. The COVID-19 pandemic, perceived as the deepest crisis in the history of tourism, strongly influenced people's lives and their leisure behaviour, and led to the cessation of global business in general, and of tourism in particular. The widespread pandemic raised significant challenges for the development and sustainability of tourism, agrotourism, and business in areas with tourism potential. Thus, we highlighted the fact that a sustainable recovery aiming economic prosperity, environmental integrity, and social equity can be achieved only in a context where the entire planet is aware of the globalisation and of the importance of education in managing cooperation between peoples. This research focuses on an analysis of the business of tourism industry under the effect of the COVID-19 pandemic, as well as how these businesses will have to adapt in order to survive in the new conditions. In this context, COVID-19 becomes an accelerator for cooperation and digitalisation, and leadership is fundamental and vital to bring together business representatives, academics, and all citizens with a global perspective, who can put into motion capital flows, investments, technology, people, and ideas. The results of this research underline the fact that all tourism activities will have to be reconfigured to survive, and policy makers will have to come up with initiatives and focus on supporting and developing the operations of tourism companies during the COVID-19 pandemic.