Evolving visitors/tourists’ demands, preference and future expectations, related to 7PS sustainability during and after the pandemic through the X.0 wave/tomorrow age theory (when X.0=5.0)

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PurposeThis study explores evolving tourist preferences post-COVID-19, focusing on the growing demand for sustainable tourism. Using the X.0 wave/tomorrow age theory when X.0 = 5.0, it identifies transformative trends influencing the tourism industry's adaptation to new sustainability expectations.Design/methodology/approachA mixed-methods approach combines extensive surveys and interviews with diverse tourist profiles to examine behaviors and preferences. The seven pillars of sustainability (7PS) model frames the analysis.FindingsTourism is shifting toward sustainable practices, emphasizing cultural differences, environmental stewardship, social engagement, economic resilience, technological infrastructure, educational methods and political supports. The integration of X.0 wave theory with SME 5.0 concepts highlights the importance of responsible tourism aligned with evolving tourist expectations.Originality/valueThis study pioneers the application of the X.0 wave/tomorrow age theory to tourism, offering a novel framework for sustainable practices. It provides insights for making tourism resilient, ecologically sound and socially responsible, meeting post-pandemic visitor demands.