The coronavirus (COVID-19) pandemic has influenced the majority of firms around the world. Among them, Swedish tourism firms are struggling to stay in business and have been affected in different ways. This chapter aims to discuss how Swedish tourism firms have been affected by the coronavirus pandemic, with a special focus on sustainability values. The results show that different types of tourism firms have acted creatively in order to stay in business by offering higher sustainability value to their customers. This paper contributes by deepening knowledge on how tourism firms have been influenced by the coronavirus pandemic. The results may help tourism firms gain ideas of how to stay in business during a global pandemic.