Abstract
This chapter aims to provide a critical reflection on how individuals, families, tourists, in general, are looking for alternative forms of touristic and gastronomic experiences, very much rooted on the spiritual quest for peace, security, hope, self-awareness, and above all, emotional wellbeing. Hence, it discusses the rise of new forms of tourists, in the so called ‘new normal', who completely changed their mindset regarding holiday habits and eagerly seek to feed their body, mind, and soul, rethinking and replacing their previous touristic and gastronomic choices. Additionally, it argues that the pandemic is giving the tourism and hospitality industry an opportunity to reinvent their value propositions and design their offerings based on these new emerging features of post-COVID tourists by creating innovative touristic packages and crafting new marketing messages very much focused on the spiritual attributes of their offerings.