This study responds to the demand for works on the antecedents of pioneering orientation in firms in tourism destinations. Specifically, the article analyzes the effect of two contingent environmental factors, namely competitive intensity and technological dynamism, on the relationship between innovation capability and pioneering orientation in hospitality and tourism firms. We analyze a sample of 238 firms in cultural heritage tourism destinations in Peru. The results show that innovation capability is a key antecedent of pioneering orientation in hospitality and tourism firms. Additionally, while competitive intensity strengthens the positive relationship between innovation capability and pioneering orientation, technological dynamism weakens it. The conclusions suggest various theoretical implications and practical recommendations for managers of firms located in cultural heritage tourism destinations.