The COVID-19 pandemic will probably be the toughest stress test ever for the entire tourism industry and, when over, travellers will surely find a changed industry. The changes will take place in various ways, both on the demand and supply side. The present piece reflects on the great and unexpected opportunity that this difficult moment is giving the sector-albeit through such a dramatic experience-to rethink tourist activity, tourism planning, management and destination development based on a new humanism that would consider the "human factor" more than it has done so far (if not in theory, for sure in the practice). In particular, the chapter focus on the opportunity to recover and reinvigorate the idea of tourism as a vehicle for human development, intercultural dialogue and sustained peace. A human centred tourism, Tourism 5.0. To this end, the chapter first outlines the situation in which this work is contextualized, and then conceptually explore the opportunities this crisis is providing for the sector to radically rethink itself before its restarts.