Quality in Tourism in the Central Region of Portugal

At a time of severe crisis in the tourism sector, the problem of the attractiveness of demand, reflected in the economic viability of the sector, is the main challenge to which it is urgent to respond. This work aims to contribute to this problem, reflecting on the effect of quality on the competitiveness of tourism, especially focused on the Central Region of Portugal.We are heading into the third consecutive year in which the resilience of destinations has been tested as never before. First a health crisis that, in addition to restrictions on travel inherent in controlling the spread of a disease that surprised and frightened us all, is followed by the fear inherent in the social and economic insecurity of a war, whose outlines still seem undefined.For all this, we have tried to interweave the before and after, looking again at what was said before the pandemic COVID 19, crossing with the current discourse on how to recover the sector from these successive and serious threats. We leave clues and strategic guidelines, based on the literature and the speech of those on the ground who are responsible for defining strategies and finding solutions for the tourism we all long for.