As COVID-19 transitions to an endemic state, primary care physicians play a crucial role in managing this evolving health challenge. This article provides an updated overview of COVID-19 management in primary care settings. We discuss the current epidemiology, including the emergence of new variants such as JN.1 and its sublineages, and their implications for clinical practice. Prevention strategies are outlined, emphasising the importance of vaccination with updated formulations and appropriate non-pharmaceutical interventions. Additionally, we review the latest recommendations for antiviral therapies in non-hospitalised adult patients, focusing on Paxlovid, Remdesivir, and Molnupiravir, including their efficacy, administration, and considerations for special populations. The challenges of COVID-19 re-infections and post-COVID sequelae, including long COVID, are addressed, highlighting the need for vigilant monitoring and management. We also discuss the implications of co-circulation with influenza and the importance of differential diagnosis. Finally, the article explores emerging therapies and future directions in COVID-19 treatment, including new antivirals, monoclonal antibodies, and vaccine updates. This comprehensive review aims to equip primary care physicians with the latest knowledge and strategies to effectively manage COVID-19 in an ever-changing landscape.