Resumo: This study seeks to provide a comprehensive understanding of the current situation in relation to the competitiveness of Mazatlan as a tourist destination; identifying the destination’s characteristic features enables the implementation of innovative and participatory approaches in the search for competitiveness. This ultimately enhances steady tourism development. The study is based on the need to identify strategies aimed at achieving competitiveness and converting beach tourism into a strong pillar for economic development and employment generation. The study has adopted a qualitative methodological approach implemented through different research techniques: On the one hand, the triangulation approach using documentary analysis to contextualise tourism competitiveness in the destination and, on the other hand, the analysis of data generated by focus group discussions with stakeholders of the aforementioned tourist destination. The researchers reviewed the theoretical foundations of systemic competitiveness with special emphasis on the competitiveness index of Mexican cities (ICSar-ciudades) in order to identify competitiveness indicators or categories of analysis that were included in the discussion (regulatory framework, business and infrastructural environment, human, cultural and natural resources). From the findings, the authors identified the need to package the tourist attractions of the destination in order to create a tourist product that can be priced and marketed as a complete element; the need for adequate marketing and distribution channels; an adequate transportation system that meets the mobility needs of tourists; a strengthened tourism infrastructure to maximize tourism flows; and collaboration from all levels of government and institutions, public and private sectors in the design and implementation of marketing plans.
