Cooperation as a basic strategy for new dynamics of a cross-border destination: the case of the euroregion Galicia and northern Portugal

Abstract

Cooperation is a strategy increasingly used in the tourism sector, as it can enhance cross-border tourism, including in regions characterised by historical singularities, social and institutional relations, which are presently facing challenges arising from the current pandemic situation. Thus, this study, based on the case of the Iberian Euroregion Galicia and Northern Portugal, aims to analyse takeholders’ perceptions of cooperation as a strategy to enhance the dynamism of a common tourist destination, consisting of two regions. To meet the objectives of the study, eight semi-structured interviews were conducted with Euroregion stakeholders from the public and private tourism sector, which allowed access to their vision on the need to create a common marketing strategy for the tourist destination Galicia and Northern Portugal. The results of this study have practical implications as they allow the identification of marketing strategies and actions for the enhancement of the Iberian tourist destination under analysis. At the end of the chapter, the limitations of the study will be presented, as well as lines of investigation for future research.