Integrated Marketing Approach and National Branding as Covid-19 Crisis Response in Tourism Sector

The subject of this paper is the analysis of the impact of COVID-19 crisis on the tourism sector at the global level and in the Western Balkans. The paper aims to identify the basic directions of action to combat the negative effects of the crisis, as well as to provide relevant guidelines for policy and decision-makers worldwide. With that regard, the standard desk-research method in combination with the case study method and expert method analysis was conducted. The research results, both primary and secondary, emphasized the importance of integration on all levels, digitalization, and innovations as well as building and further developing strong national and regional brands.