Playa del Ingles, a destination based on the sun and beach product can be classified as a mature destination, as well as the pioneer of mass tourism in The Canary Islands. However it had suffered from mature destination problems since a long time and as a consequence has obsolete facilities and a development model that does not fit with it any longer. Therefore the above is the main motivation behind this thesis, with the main objective of analyzing the evolution of this important tourist area , whilst trying to determine if the destination has a future, by listing a series of recommendations to help the destination overcome its total decline.