INNOVATION WITH IMPACT: FROM IRRELEVANCE TO LEADERSHIP IN TOURISM.

Abstract

There comes a time when it is necessary to abandon the worn-out clothes that already have the shape of our body and to forget the paths that always lead us to the same places. It is time for a journey. And if we do not dare to undertake it, we will have remained forever on the margins of ourselves". Fernando Pessoa
We are on the cusp of a new era. In the wake of the global pandemic of COVID-19 we witnessed how major trends expected for the 21st century such as digital transformation, automation, the climate emergency and the fight for inequalities began to materialise in every aspect of our lives and our environment. This context gives us the unique opportunity to rethink ourselves as a society, reinvent ourselves and innovate in new ways to deliver value.