With the spread of the COVID-19 pandemic, the tourism industry faced a crisis that could be the worst in history. In recent years, the tourism industry has been one of the fastest-growing industries, sometimes faster than the world economy as a whole. 2019 has brought unprecedented changes to the world order, affecting all socio-ecological and economic ties. What are the consequences of and will have global tourism in connection with the spread of the COVID-19 pandemic, which countries and regions of the world will suffer the greatest losses, what threatens and what are the benefits of the tourism crisis that will bring a "new order" to the tourism industry, what innovative management anti-crisis measures should be applied by world governments and non-governmental organizations to overcome the unprecedented tourism crisis - all these issues remain acute and have identified the research topic. The paper examines the methodological developments and recommendations for overcoming the tourism crisis in Europe caused by the pandemic virus COVID-19, namely, the article identifies the basics and consequences of the pandemic impact on market capital on the example of tourism in Europe and the world, shows that the global tourism industry is one of the main factors in the formation of market capital, studied market capital as a component of intellectual capital on the example of tourism in the EU, outlined the prospects for global tourism, developed a system of measures to overcome the global crisis through tourism SWOT-analysis. Namely: enhanced multilateral cooperation and strong support are important for the resumption of tourism; the speed of adaptation of governments at all levels and the private sector involved in the tourism sector and the ability to respond quickly and adapt to the crisis; providing targeted and affordable government support as quickly and efficiently as possible for vulnerable tourism enterprises, workers and tourists; ensuring policy clarity and taking measures to limit uncertainty; invention and development of more sustainable and sustainable (socio-ecological-economic) models of tourism; development of tourism education and legislation.