On the twenty-fifth anniversary of the opening of the Universitat Oberta de Catalunya and its Economics and Business Studies, a group of professors from the tourism field of the institution reflect upon the current situation of the sector at a key moment. On the one hand, they bring their ideas on what has been the evolution of tourism over the last twenty-five years and the elements and key factors that have conditioned this evolution to date. On the other hand, based on the crisis generated by the effects of the pandemic, they deliberate on identifying possible future scenarios and the key factors that may condition them.