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The purpose of this paper is to examine the evolution of the tourism sector on Rapa Nui (Easter Island) and its interaction with social transformations before, during, and after the COVID-19 pandemic. It critically analyses the long-term social impacts of tourism from a sustainability perspective, with particular attention to Indigenous agency, local empowerment, and debates on co-creation in tourism and heritage management. The study adopts a qualitative case study design. Data were collected through semi-structured interviews with local residents, tourism stakeholders, and public authorities, complemented by participant observation and analysis of policy documents, official reports, and tourism initiatives. A longitudinal perspective enables comparison across pre-pandemic, pandemic, and post-pandemic periods. The findings show that tourism has been a key driver of social transformation on Rapa Nui, generating both pressures and opportunities. Prior to the pandemic, mass tourism intensified social and environmental challenges but also fostered cultural revitalisation and demands for greater local control. The COVID-19 pandemic marked a turning point, strengthening calls for visitor limits and more sustainable, culturally grounded tourism. Post-pandemic strategies increasingly prioritise local participation, cultural engagement, and environmental stewardship. The originality or value of this study lies in its focus on Indigenous perspectives and co-creation processes in a small, remote island context, demonstrating how crisis moments can catalyse shifts toward more locally driven and sustainable tourism models.