Within the COVID-19 outbreak context, some industries were seriously affected, and the travel and tourism industry was undisputedly one of those industries. Mumpreneurs operating in the tourism sector are on the rise, particularly in the accommodation and hospitality sub-sector. The COVID-19 pandemic had a significant impact on mumpreneurs operating in the tourism sector as businesses were closed for some period at the beginning of the crisis, leaving them without any income. Therefore, the research paper has been undertaken to examine mumpreneurs’ business recovery plans in response to new challenges within the context of the pandemic in South Africa and likewise to explore the underlying business management practices needed by mumpreneurs to recover and continue to operate post-COVID-19. Using a phenomenological research approach, in-depth interviews were conducted to comprehend the experiences of mumpreneurs and understand their recovery plans post-COVID-19. The findings of the study indicated that the pandemic impacted the business operations of mumpreneurs, and as a result, various business recovery strategies were employed to mitigate the risk posed by the pandemic. The findings can be utilized to make viable decisions to boost mumpreneurs in South Africa since they are a valuable proportion of the economy.
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