Given these four scenarios, the ideal would be to move towards a win–win situation. While highly laudable, many destination communities will unfortunately remain in their less than favourable situation as the trade-offs needed for change are too overwhelming for tourism to accept.
There are, however, some examples of success where a lose–lose scenario has been reversed. Two examples of coastal tourism development in recovery are Benidorm and Majorca (Mallorca) (Curtis, 1997). In the case of Benidorm, renewal in tourism has come about in the late 1990s as a result of product renewal and new marketing initiatives that have changed the image of the destination from a 3-S monoculture to one that is varied, promoting quality and diversity of experience. In contrast, the recovery process in Majorca (Mallorca) has been driven by legislative changes and a ‘desaturation’ programme, where unsightly tourism infrastructure has been removed to improve its overall image.
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