Innovative strategies applied in a mature destination before, during and after COVID-19: the case of Turismo de Gran Canaria

Abstract

Tourism represents the fastest-growing activity sector in the economy (Vrontis et al., 2022), proving to be a solid option for wealth generation and progress towards achieving the goals of Agenda 2030, established by the United Nations in 2015 (Ferrer-Roca, Guia & Blasco, 2022). Thus, there is a growing competitive rivalry between the various tourist destinations, which compete on a global scale to attract travellers. To face this competition, destinations formulate and implement innovative strategies to increase their “attractiveness”. On the island of Gran Canaria, the public body responsible for formulating and implementing these innovative strategies is the Tourist Board of Gran Canaria.