Pablo Llinares is the managing director of Gran Canaria Tourism, responsible for promoting the island as a tourist destination. The misuse of the public is managing the Gran Canaria brand to position it at the head of the millions of tourists who want to come on vacation to a safe place with the best climate in the world, throughout the year. Associate Professor of Business and Tourism at the University of Las Palmas de Gran Canaria, as a component in tourist areas, he has a degree in Business Administration and Management from the San Pablo CEU University and an Executive MBA from the Bravo Murillo International Institute. Pablo Llinares has extensive professional experience in the tourism sector and has held different senior management positions during the last decades. In 2020 he was included in the list of the 150 most influential professionals in Spanish tourism, according to the independent consulting firm Servicios de Gestión Turística (Sergestur). In his career he led teams from both the public and private sectors, from where he also participated in the Gran Canaria Tourist Board, also directing the Association of Golf Courses of Gran Canaria, was General Director of Salobre Golf & Resort, and senior auditor consultant at Ernst & Young and PricewaterhouseCoopers, respectively, among others. From his current responsibility, I have had to face the transformation of the tourism industry in Gran Canaria by actively participating in decision-making and reformulating processes to promote change from the collaboration of public administrations to the recovery of the sector.