Abstract
This study explores the strengths and challenges of the Third Mission of the University (TMU). The 3MU (by its Spanish acronym) comprises a series of activities aimed at transferring, applying, and co-creating knowledge with society, linking teaching and research with the needs of the surrounding community. Some countries rely on the tourism industry, characterized by its constant evolution. Therefore, the role of universities is strategic, as entities for the production, dissemination, and promotion of knowledge and technology, making them key contributors to social development. This research selected the state university of the province of Santa Elena, as it is a Higher Education Institution (HEI). All projects carried out by the tourism program from 2021 to 2025, totaling four, were analyzed. This qualitative, exploratory study was conducted through document analysis and semi-structured interviews with faculty and students. The results demonstrate the university's potential to become an engine of development for the communities. While its challenges lie in the need to prioritize institutionally and highlight the transformative potential of the 3MU and to recognize the transformative potential it holds for faculty and students, as well as for society as a whole. In conclusion, this work establishes a diagnosis and a framework that serves as a basis for strengthening the role of universities in tourism governance and for future local tourism development strategies.