Since 2016 sustainability has been an important part of our strategic plans. Since then, we have been gathering information from entities that are working on the subject and have put it into practice by participating in various national and international projects.

But in the face of the new tourism paradigm, we are faced with a new context. On the one hand, the 2030 agenda, where tourism is one of the six priority sectors of activity for a circular Spain. On the other hand, the climate emergency demands changes in the tourism strategy of any destination due to the impacts it entails and a circular economy tactic that will also involve a new "green" taxation, where the best-adapted destination will be the most competitive. Finally, the COVID pandemic19 has generated many reflections on the extreme sensitivity of tourism and the need to contemplate destinations in their entirety, moving from marketing to management, taking the citizen more into account.