This research is carried out in the destination “Cuenca del Lago Ranco” in Chile, and analyzes the observations that touristic actors have, the strengths, weaknesses and opportunities of the territory, to project a governance model suitable to the destination. Through a series of exploratory interviews, participant observation and secondary data analysis, it is possible to identify that there is a difference between the real needs detected and stated in the proposal, and the decisions that are being executed for the construction of a governance model. This decision would opt for a mainly public and low participation approach for the private sector, with the contradictions that this entails based on the theories and models that the literature recommends