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• Green B&B promotion strategies for tourist loyalty is a new attempt after COVID-19. • It is one of the first surveying for the restart of Chinese national holiday travel. • A new window of opportunity after the COVID-19 needs to be more focused on a green holiday destination. • The relationships of the green physical environment, WBP, TS, and TL provide implications for hospitality recovery. • Green B&B promotion strategies can be employed for practitioners and policymakers in other countries. This paper attempts to empirically analyze green/healthy B&B promotion strategies for tourism recovery after the first wave of COVID-19. The survey will be meaningful in the real world of B&B tourism recovery, and it was conducted during the first Chinese national holiday without travel restrictions. China was the first country to resume travel after COVID-19. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used for testing. The relationships observed among the green/healthy physical environment, well-being perception (WBP), tourist satisfaction (TS), and tourist loyalty (TL) provide a better understanding of how to support sustainable tourism recovery. Green/healthy B&B promotion strategies that focus on a green/healthy physical environment after the health crisis can also be employed in other countries and regions experiencing the same situation. [ABSTRACT FROM AUTHOR]