The world is changing and tourism industry achieves an important role in society, economy, environment and culture. The global spread of the COVID-19 virus has overwhelmed health systems, and caused widespread social and economic disruption. Tourism industry ass one of the most worldwide sectors affected due pandemic COVID-19, demands co-creation from all its players, including citizens, in order to define and shape a future destiny. Uncertainty demands strategy, creativity and proactivity, where marketing establishes the link between customer and market needs with company offer and competitive advantage. Marketing strategy allows marketing to be more efficient and helps decisionmakers to be well informed and able to better decide. During the last six months, every country around the world was impacted by the virus. Iran was no exception. This research discusses concepts as tourism, strategy and marketing. After a literature review a Case study about Iran is presented. Discussion of results anticipates conclusions and future researches are suggested.

Keywords : Tourism, Strategy, Marketing, Marketing Strategy, Iran, COVID-19.