Advisory

We help rethink how tourism systems function.

We work with institutions and operators to redesign tourism from the inside — grounded in territory, experience, and community — so that it becomes more balanced, resilient, and locally meaningful.

What Makes Us Different

System-level thinking

Not just marketing, not just operations. We look at the whole tourism system — how investment flows, how territory is shaped, how communities are included or excluded over time.

Territorial lens

We ask questions most strategies avoid: who benefits, who is displaced, and how space is used. The answers determine whether growth is resilient or brittle.

Applied research

Every recommendation is grounded in real cases — Aruba, Bali, Fiji, Barcelona — and in academic research spanning service design, critical geography, and governance theory.

Who We Work With

Governments & Ministries

Tourism policy, governance architecture, destination strategy, and community resilience.

DMOs

Repositioning, place identity, micro-destination development, and evidence-based planning.

Resort & Hotel Leadership

Service innovation, employee engagement, guest experience design, and stewardship integration.

Local Development Actors

Small enterprise support, neighborhood activation, co-creation processes, and access to tourism flows.

Areas of Focus

Tourism strategy & system redesign

Destination positioning and narrative
Territorial analysis and spatial balance
Governance architecture and stakeholder alignment

Governance & policy thinking

Destination Stewardship Council design
Limits of Acceptable Change frameworks
Evidence-based policy development

Place-based innovation

Micro-destination development models
Neighborhood-level co-creation
Community-led placemaking

Guest experience & operations

Service innovation and frontline design
Sustainability as a guest-facing service
Employee engagement and stewardship culture

How We Work

Diagnose

Map the tourism system as it actually functions. Identify the imbalances, the friction points, the places where policy and practice diverge.

Reframe

Redefine the problem. Most tourism challenges are symptoms of a structural issue. Getting the question right is half the work.

Apply

Strategy, direction, and in some cases, pilots. Real-world testing in specific places — not just recommendations.

In some cases, advisory work evolves into applied pilots — allowing ideas to be tested in real-world settings. This is the model currently being tested with our San Nicolas project, now in its Discovery phase.

Get in Touch

Start a conversation.

We don't do pitches or proposals. We start with a conversation about what you're working on — and whether the kind of thinking we do is actually useful for it.

Based in Aruba and Barcelona. Working internationally.