In the 21st century, the world faced an unprecedented health and economic crisis — a pandemic caused by the COVID-19 virus and a global emergency. The various restrictions aimed at controlling the situation have led to the worst international tourism crisis since the mid-20th century. The world’s tourism and hospitality industry suffers significant economic losses and negative social consequences as tourism is a critical sector of the international economy. Due to the coronavirus pandemic, foreign tourist flows across the world have shrunk on average from 60 % to 80 % this year. About a billion euros per year are generated from tourism and restaurants and inbound tourism in Lithuania. Challenges to tourism and hospitality sectors may negatively affect the opinion of students of different levels (bachelor, master, doctoral) who chose tourism management and hospitality studies in Lithuania about the future specialty and fundamentally change their professional career vision. Changes in the economic and social environment pose drastic challenges to the professional (career) development of individuals, their professional identity and adaptiveness, and professional identity begins to develop after the choice of a study programme or direction, therefore the study of the professional identity expression of students in tourism management and hospitality sectors would identify knowledge, attitudes and behaviour to study on the basis of a specialty in the context of COVID-19. Thus, to explore the expression of professional identity and links between students of different stages of study (bachelor, maigstro, doctoral) who have chosen to study in the tourism management and hospitality sector in Lithuania, it is especially important what is chosen for the main purpose of the project. By studying a topical topic, combining methodological access to quantitative and qualitative research, the student will increase research competences and abilities, strengthen cooperation, communication skills and professional relationships.