A New Culture of Tourism. Critical Analysis of the Transformative Dimension of Sustainability Strategies in Inland Destinations and Design of

of the coordinated Project: CITURGED is a coordinated research project that aims at generating applicable knowledge to develop a culture of responsible tourism with the territory in the current context of polycrisis. From the perspective of the population (tourists and hosts), in different types of destinations, it is intended to design geographical proposals that address, on the one hand, management and governance transferable to the administration and, on the other, educational proposals for citizens. This project analyses the perceptions of tourists and residents about the actions proposed in the Destination Sustainability Plans in different territories in Spain, observing whether they are based on neoliberal or post-capitalist logics. Each sub-project delves into differentiated logics of action and types of destinations: CITURGED-Inland explores inland tourism spaces, while CITURGED-Urban analyses urban tourism and sun and beach spaces. In addition, this project examines the role of education and media and cultural narratives in the construction of social representations of tourism, identifying their shortcomings and potential in the formation of an eco-responsible tourism citizenship. From a critical perspective, from this integrated analysis, tools, models and intervention proposals are developed to support public policy decisions, territorial planning and educational sustainability-oriented practices. The research adopts a mixed methodology that combines documentary analysis, surveys, qualitative techniques (focus groups, ethnographies in movement and citizen science), comparative analysis and netnography. It proposes a redefinition of the culture of tourism, integrating critical approaches to governance, global justice and education for sustainable development, through spaces for debate and dialogue. This approach goes beyond the frameworks focused on traditional sustainability and proposes a transformative model that incorporates the educational dimension as a strategic tool, to provide comparative models. Its objectives include the generation of tools and knowledge that make it possible to create plans that favour territorial coexistence, the reduction of inequalities between visitors and residents and citizen participation in decision-making on tourism. In this way, it is aligned with the SDGs, the European Green Deal, the Sustainable Tourism Strategy 2030 and the Horizon Europe missions.