Tourism is one of the sectors that has been most affected by the coronavirus pandemic. This was due to, on the one hand, the economic shutdown and numerous restrictions related to movement and international travel, and on the other hand, general uncertainty about demand for these services and changes in consumer behavior. However, much indicates that 2021, despite the ongoing pandemic, will be more conducive to fulfilling travel plans. How can the tourism industry meet customers' needs and what will help it stand on its feet? Last year, we observed a forced shift by Polish tourists towards holidays in Poland due to the pandemic. Before the 2020 holidays, as much as 84% of travel-related queries on the Polish version of Google concerned Polish destinations – only 16% were questions about foreign travel. These numbers in 2021 indicate a slow return to pre-pandemic levels of interest. According to Google, in the last month, 7 out of 10 travel-related searches concerned destinations in Poland, and 31% were related to foreign travel. There are significant increases in interest for terms related to local and nature-based recreation: agritourism or camping. This is therefore an excellent time for small and medium-sized tourism businesses to compete for new clients who are more willing to travel this year. Tourists Online During the Impact CEE conference, much attention was paid to digital acceleration and changing consumer behavior, with people using the internet much more frequently than before the pandemic to make purchases or handle daily matters. Already in the first half of 2020, during the initial months of lockdown, Poland saw an increase of approximately 3.6 million users of online services (McKinsey & Company). According to the latest Google report, “The Impact of the COVID-19 Pandemic on the Polish E-commerce Market,” first-time online shoppers constituted over 6% of all online customers, and the percentage of online shoppers reached as high as 73 percent. Similarly, the tourism industry must be able to respond to new customer needs and preferences, and consequently – focus on digitalization and online presence, which can simultaneously be a great opportunity for revival after months of restrictions. The primary way the tourism industry utilizes new technologies is by presenting its offerings online and enabling online bookings. From the perspective of tourists, who currently very often search for and book holiday stays online, this is also an opportunity to check the exact location, hygienic conditions at a given place, or recommendations from other users. For business owners, an online presence not only brings benefits from the quick updating of information, such as available accommodation, menus, or conditions, but also access to data on consumer preferences, which can allow them to better tailor their offerings to different audiences in the future. Companies of Tomorrow for Tourism The desire of Poles to explore agritourism and local recreation spots can be an excellent opportunity for less popular places: agritourism farms, holiday homes, campsites, and restaurants that want to attract new customers. Their online presence is a chance to get noticed. A completely free educational program by Google and the Polish Development Fund, called Companies of Tomorrow, can help them with this. Through this program, micro, small, and medium-sized entrepreneurs can develop their businesses online and reach new tourists looking for accommodation online using simple tools. A free business profile on Google Maps within Google My Business will help them become known to tourists seeking new travel destinations. It is worth supplementing the profile with information about the location or attractions, adding local contact details, up-to-date photos, and also ensuring good ratings and recommendations from tourists who have visited the place. Thanks to free access to trend analysis, entrepreneurs can select keywords themselves that will improve their online visibility. Since the program's launch in November 2020, Google has already helped over 8,700 companies grow. As part of the program, each company receives for free: individual support from a Companies of Tomorrow advisor who prepares a tailored online development plan; a package of practical training tailored to the entrepreneur's needs; and assistance in implementing changes, even after the courses conclude. More information about the Companies of Tomorrow program, as well as registration, is available on the website firmyjutra.pl.