Post-Pandemic Re-Positioning in a Cultural Tourism City

The aim of the chapter is to provide recommendations for cities that are aiming to reposition themselves in the post-pandemic period in terms of image, product development, and the attraction of different segments of visitors. It is aimed at those readers who seek to understand the role that digital tools can play in the information provision and promotion of cities, especially for younger tourists who may have been more attracted by night-time activities in the pre-COVID period and who could be redirected to other activities or areas in future strategies. A case study of Budapest is presented that is typical of a European cultural tourism destination that has also suffered from overtourism in recent years. Primary data is used to identify tourists' preferred activities in the destination as well as their choice of digital tools for finding information and optimizing experiences. Both theory and primary data are used to make recommendations for repositioning cultural cities post pandemic with the assistance of appropriate digital tools.