Purpose of the study: The COVID-19 pandemic has had one of the worst economic impacts in recent history, and the tourism industry has been severely affected. Small enterprises tend to be vulnerable during an economic crisis, in part because they have fewer resources with which to adapt to a changing context. In particular, the pandemic has wreaked financial devastation on small enterprises operating in the tourism industry, leaving many establishments struggling to survive. The aim of this paper was to explore the underlying business management practices needed by small tourism businesses (STBs) to recover and continue to operate post-COVID-19 in South Africa. Design/methodology/approach: Using a phenomenological research approach, in-depth interviews were conducted to comprehend the experiences of business owners and understand their recovery plans post-COVID-19. Purposive and snowball sampling was used as the business owners/managers who were interviewed were managing their businesses in the hospitality and tourism industry in the North West province, and a thematic analysis was applied to analyse the data. Findings: The findings of the study indicated that the pandemic had a severe impact on the business operations of STBs, and as a result, various business recovery strategies were employed to mitigate the risk posed by the pandemic. Recommendations/value: Equally important, the findings can be utilised to inform policy-making processes, and the recommendations can contribute not only to the resuscitating of STBs but also to the revival of the South African economy post-COVID-19. Managerial implications: The COVID-19 crisis has had an adverse impact on the tourism industry, and although there is limited research related to recovery strategies by small businesses, this research paper has been undertaken to understand the small business owners' recovery plans in response to new challenges within the context of the pandemic, as this necessitates for long-term plans to allow for the survival and continual operations of STBs.