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This article explored the effects of the COVID-19 pandemic and its impact on society. COVID-19 has shown that its effects are multiple in nature and dimensions. It affects the health of people, the performativity of labour and the capacity to earn incomes and so on. COVID-19 has resulted in society putting the pre-eminence of collective rights over individual rights in times of crises or disasters. This article is based on secondary sources of data. It suggests a panoply of measures that support moving towards a just tourism and just society. It suggests a framework of actions anchored on diversification of tourism products, adoption of innovation/technological advancements, taking care of the environment and labour; localisation of control/ownership of tourism facilities and products; inclusivity and adopting a community-basis for ownership and control of ventures; understanding the carrying capacity and leakages/linkages for they can make or break a venture; and sustainability. It suggests the roles, strategies to deliver these interventions, with roles oscillating from facilitation, control to supervision.