Through an open, transparent and participatory methodological process, three Galician universities were involved for the first time, as well as the representatives of the Woolen chain of value of the Galician tourism sector. In the first phase of diagnosis 21 people from the Galician universities, 8 experts in tourism took part and the opinions of 262 people were gathered through 28 working tables in 16 Galician cities. In addition, 81 individual interviews and 294 surveys were carried out. With all this information was carried out a diagnosis and a SWOT of the Galicia brand in charge of the three Galician universities to then define the keys and a destination development strategy from the information of the field work, a Work that was validated by Turismo de Galicia and the Clúster Turismo de Galicia. In addition, the Strategy is a living plan, which will be in the process of evaluation.