Tourism is facing an unprecedented crisis whose sheer scope is dictating global transformation of the industry. The aim of this paper is to explore how different countries and destinations responded to the initial blow of the COVID-19 pandemic, and what is expected in the recovery and restart phases. A crisis management model was developed using data from 31 interviews with tourism organizations. The findings help identify the actions required to build resilience, emphasizing the responsibilities and interventions that can achieve tourism restoration. We point out implications for theory and practice in terms of incorporating policymakers’ perceptions, while also informing tourism organizations about policy development and the reformulation of strategies. This might support countries and destinations choosing the right path in responding to the COVID-19 pandemic, addressing the negative and taking advantage of the positive repercussions.