The breakout of COVID-19 has massively impacted the event industry. Focusing on Lourdes Pilgrimages, the results of the study reveal that the online delivery of the event, has not negatively impacted on the traditional dimension of the pilgrimage; nor on the satisfaction of attendees. Instead, it has potentially offered some opportunities to the Sanctuary, and surrounding areas. As a result, crisis either internal or external to an industry should not be perceived only as negative. A Janusian thinking approach is required to perceive the opportunities related to crisis, and an ambidextrous management approach needed to exploit them.