Innovation and creativity in the tourist offer: challenges and perspectives for Holguin tourism destination, Cuba

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Innovation is a key tool for the commercialization of creative experiences. The article aims to identify the challenges and perspectives for tourism innovation in Holguin tourism destination, Cuba. To this end, the features of innovation in tourism and the relevant factors for the design of creative experiences were identified. A Scopus search on tourism innovation was carried out, the processing in Bibexcel software allowed to analyze the productivity of articles and the use of VOSviewer to identify the main contributions through the co-citation of authors. The identification of relevant factors for designing creative experiences was carried out through the analysis of keywords in VOSviewer of the articles published in Scopus on the subject. An Occurrence-Strength matrix of keyword links was developed to identify the priority level of each factor. An exchange was carried out with academics and researchers of Holguin destination to know its current situation. The results show that, although tourism is characterized as an innovative sector, there are important gaps to be filled. Tourism innovation should be oriented to the creative experience through the development of factors such as co-creation. Among the main challenges facing the destination is the need for flexible and integrative thinking in organizations.