1 FINAL HANDBOOK The UST project invited municipalities to reflect on their role in sustainable tourism—and many have taken steps that clearly align with the paradigm shift outlined by Kristina Lindström and Joakim Forsemalm. The shift is visible in how tourism is no longer treated as an isolated sector, but increasingly seen as part of a wider place development strategy, woven into governance, culture, and community wellbeing. 17 In the case of Xixona, the annual Christmas Fair began as an event to attract tourists and stimulate economic activity. But over time, it has evolved into something much more: a platform for local pride, community inclusion, and economic empowerment. Local producers, artisans, and volunteers are central to the fair—not simply as providers of services, but as co-creators of the event’s identity. This reflects the shift that Kristina FROM DESTINATION TO PLACE: XIXONA The paradigm shift in practice – what the UST case studies reveal
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