Tourism and travel sector of Pakistan is facing a crisis situation for the last many years. In this context, where the macro-environment remains unstable, and very dynamic, it is important for organizations involved in this sector to develop self-sustainability and organizational resilience. The aim of the study is to find out what factors can make this sector more resilient and sustainably profitable in the future. For this purpose, a sample of 390 responses is collected through questionnaire, to test the conceptual model to fully understand the dynamics of this crucial service sector specifically in the context of China Pakistan Economic Corridor (CPEC) challenges. The responses are then tested through Structural Equation Modeling (SEM) technique using AMOS. Mediation effects of business resilience and customer relationship management effectiveness are analyzed, and from results it is found that these two variables positively and significantly mediate the relationships between learning orientation, market orientation, business performance and innovation. The moderation effect of market turbulence, technological turbulence and competitive intensity is also tested. It is observed that, technological turbulence and competitive intensity weakens (strengthen) the relation of CRMe’ with business innovation and business performance as moderators, while market turbulence strengthens (weakens) the said relation. It suggests that organizations working in tourism sector in Pakistan must focus on learning and market orientation to become more resilient for upcoming challenges so that they can reap the benefits of customer relationship management in a better way to innovate and perform better.