Reflection is a form of deep thinking that is evident in everyday lives – private and professional – and this article offers insights for key parties about reflecting on research outcomes to ensure enhanced tourism impacts post-pandemic. Using a hermeneutic perspective on reflection, the authors reflect on research outcomes since the pandemic began. Three types of reflection are deployed: anticipatory, active and recollective. While the ultimate effects of the pandemic remain uncertain, a scholarly rush to collect new data has been observed. Earlier research predictions seem unlikely to materialise. Taken collectively, the reflections suggest that researchers should slow down and allow for collection of more research data over extended time periods to generate stronger theoretical contributions. Scholars may apply anticipatory, active and recollective reflection to applicable research contexts. Documentation of the reflective process alerts practitioners to economic and social trends which may impact on global tourism post-pandemic.