The development of the tourism industry in Indonesia has helped the social and economic life of the community up to the emergence of Covid Pandemic 19 which globally occurred throughout the world. Almost all sectors of life experienced paralysis including the tourism sector which had been the mainstay of the economy. When the New Normal period was implemented, the tourism sector was also the most optimistic to re-develop the impact of the saturation of the community to stay at home for almost three months during the pandemic. The purpose of this research is to find out the communication efforts made by tourism movers in the new normal period including how they manage their group identities to face the new normal era. By using the perspective of groupthink theory with the case study method, this research takes the subject of the Pokdarwis Jurang Toleh Pakisaji village, Sumberpucung Malang Regency.

Key words : groupthink theory, new normal, tourism,