The COVID-19 pandemic has severely impacted the global economy, devastating the tourism industry around the world. The purpose of this article is to explore innovation as a way to overcome the economic impact of the pandemic on the international tourism market. The authors reviewed four approaches to managing crises and disasters. The study focuses on innovations being introduced to combat the effects of the COVID-19 pandemic. The data was explored using content analysis. In terms of research topics, the authors identified three historical areas for studying innovation in the service sector. The authors considered the following typologies of innovations: incremental, radical, service, product, process, marketing, organizational, technological. The pandemic has led companies to try to innovate at the organizational level. Changes in consumer demand lead to the modification and rethinking of tourism offerings and, as a result, changes in business activities/opportunities. In some form, lockdown has highlighted the need for creative travel solutions. Thus, technological solutions have emerged to help offset the limitations in the physical environment in which virtual reality comes to the fore, allowing travelers to experience their destination.