In terms of economics, the past two years have been as volatile as it gets. Both gains and losses have taken everyone by surprise to some extent. Projections have given way to newer projections, and the stock market has, at times, read more like a Richter scale. Entire industries have had to readjust business models and strategies more than once, getting creative in ways that no one could have possibly predicted only a few years ago. And the hits just keep coming.

Of course, we know that some industries have been more deeply affected. While Saudi Arabia’s tourism industry has already begun its journey to recovery, each new coronavirus variant brings with it continued threats of shutdowns and further losses.

It is not that long since Saudi Arabia began tapering its COVID-19 restrictions around travel and tourism. Since October, airports have returned to 100 percent operation. Restaurants, cinemas and other entertainment venues have stepped back from rigorous social distancing regulations and limited capacities. But now, with the onset of the omicron variant, we have to see if this will hold.

As this is written, the only change that has been put in place due to omicron are flight restrictions to seven southern African countries. How this will affect the tourism industry, not to mention business in general, is yet to be seen. The World Health Organization has highlighted the “limited value” of travel bans, as well as the “heavy burden on lives and livelihoods” that these can cause.

The only conclusive deduction is that for the foreseeable future, chaos is the only constant we have. But, actually, this is where undiscovered value often hides.

I am reminded of Sun Tzu’s quote from “The Art of War,” in which he states: “In the midst of chaos, there is also opportunity.” Business has often been likened to the strategies of war, and I think given the uncharted backdrop of the pandemic, it is even more fitting. It is easy to measure loss through drastic socioeconomic change. But examining patterns as they occur can also help to identify and target opportunities before they even happen — as well as where we may need additional support.

A perfect example are hotels, which have seen a surprising pace in recovery. While initial lockdowns and then the following variants brought dramatic decreases in bookings, the general trend has been for occupancy rates to bounce back once things calm down.

I am not too concerned about the tourism industry in the long term. The desire to explore, travel and seek new experiences is stronger than ever — and where there is need, there is opportunity. We are simply moving into a new reality where a turbulent socioeconomic environment will be a constant for quite some time. Businesses that adapt their models will be able to take advantage of this changing reality.

What we need to be aware of and prepare for, however, are those areas within the tourism industry that need help to bounce back. Added protection for employees, strategic aid for smaller businesses, and technological workarounds for smaller, face-to-face services can help keep those within the industry safer and more secure, while simultaneously providing a positive experience for travelers.

Additionally, how can we convey the benefits of travel in a profitable way through other means? From making cultural access available via virtual reality and social content to accessing global streaming platforms, how we engage is changing, including the way we interact with and experience other places.

A look back in history tells us that we have been here before — and we will be here again. What is different this time, however, is that we have more at our fingertips to help us adjust. From NEOM 2030 to future metaverses, the world is changing at a rapid pace — and that is the only thing we can rely on to be constant.

The tourist experience will inevitably change, and working this perspective into the industry as a whole is the key to locating opportunity in the midst of the unknown.

• Carla DiBello is a documentarian and founder and CEO of CDB Advisory, a bespoke consulting firm that bridges connections across private sectors throughout the Middle East and North America.

Twitter: @CarlaDiBellolevel