Abstract
The study is aimed to formulate the stategies of West Sumatera’s Tour Operator in facing the COVID-19 Pandemic crisis. The limitation of mobilization in travelling to break the chain of the spreading of COVID-19 Pandemic, has paralyzed the Tour operator business in all regions including in West Sumatera. The strategies are formulated using SWOT analysis (Strength, Weakness, Opportunity, Thread), by minimizing the weakness and thread and maximizing the strength and opportunity. Research data collection is conducted through in depth interview with some tour operator business stakeholders in West Sumatera, using purposive sampling method. Then, the data is analyzed descriptively, by noticing the strength, weakness, opportunity and thread factors of tour operator business in West Sumatera to formulate the strategies in facing the COVID-19 Pandemic crisis. The result reveals that there are several strategies conducted by tour operators in West Sumatera in the stage of short-term strategies, medium term strategies and long-term strategies to sustain the business.
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