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Purpose. The aim of the study is to show the potentialities of travel and tourism on how to strengthen their impact, increase economic, environmental and social effects and demonstrate their industrial relevance in ordinary and extraordinary times.Method. This is an essay, based upon extended documentation, expert-talks, lectures given at technical universities and 40+ years of professional experience in management positions and on assignments in more than 20 countries.Findings. Leaving ones comfort zone is a must to explore new shores a useful idea in daily life and often a painful insight in times of crisis. We recall travel and tourism being highly affected by COVID-19, while its impact as a service industry was considered non-relevant. A nightmare and a wake-up call, too: more of the same is a no-go, rearguard action that will be useless. Instead, a strategic vanguard vision will include cross-cooperation, a change of paradigm and the enhancement of travel and tourism from a purely commercial viewpoint as a service industry to its higher purpose: Travel & Tourism (T&T) as an orchestrated cluster of multi-level communication tools, empowering T&T leaders to develop, promote and brand a country or region as a place to live, to work, to invest and to travel to. Furthermore, the self-proclaimed worlds Number One peace industry [see: International Handbook on Tourism and Peace 2013], is prone to play a far more important role as a recognised peace-maker on international forums.Research conclusions and limitations. The findings represent a personal expert opinion, they will require large-scale surveys and extensive interviews to be empirically verified.Practical implications. A more visionary leadership, cross-sector as well as key-stakeholder networking and structural amendments will be necessary; pilot projects are recommended.Originality. The Author is not aware of any similar endeavour.Type of paper. Discussion (polemical) article.