Abstract
ABSTRACT Tourism is one of the activities most urgently in need of innovation and creativity to keep the boom going. This paper seeks to understand how mature destinations and tourism managers devise innovative and sustainable solutions in everyday practice. Current trends in demand call for active experiences that generate emotions, stir up feelings, present content, and provide a dose of pleasure. The case study presented here is an innovative street art project called Pinacoteca a Cel Obert (Open-Air Art Gallery), a clear example of reactivation, recovery and urban development that involves the local population and associations as part of the local government’s drive to encourage community participation and empower change with regard to urban issues. The viability and sustainability of this commendable example are analysed through in-depth interviews with the respective project managers, the guides who run the tours and the visitors who have participated in the tour.
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