Within the framework of the Triangular Cooperation Project: "Consolidation of Community-based Nature Tourism as a Resilient Way of Life for Communities in Mexico and Guatemala", led and financed by the German Development Cooperation Agency (GIZ), a communication and marketing workshop was held to strengthen local capacities. This workshop sought to raise awareness among entrepreneurs about the importance of making their territory and ventures visible with new technologies to connect with specialized markets, while promoting sustainable strategies that do not compromise nature or the well-being of local communities.
Attractive and Sustainable Brand Development
The workshop, entitled "Development of an attractive and sustainable brand", brought together different communities to discuss and understand communication needs. Through different dynamics, essential tools were addressed to make the tourism offer visible without affecting the cultural and environmental values of the territory.
One of the main axes was self-knowledge, a key element for the development of a solid brand identity. We worked on the identification of personal and business purpose, connecting qualities, passions and aspirations with the value proposition of each venture. A simple model was shared to help participants define their identity and differentiate themselves in the market.
Opportunity Identification and Business Model
Another key aspect of the workshop was the detection of opportunities within the community-based tourism sector and the development of sustainable business models. Strategies for structuring ideas, analyzing competition and taking advantage of global trends in responsible consumption were explored.
Current macro trends reflect a growing demand for products and experiences that have a positive impact on society and the environment. Modern consumers, especially parents, are looking for options that promote the well-being of future generations. Among these trends are:
- Responsible consumption: Preference for products and services that respect sustainability criteria.
- Fair trade: Rejection of child exploitation and human trafficking, promoting decent working conditions.
- Community empowerment: Support for local initiatives that promote decent and inclusive work.
- Digitalization of commerce: Market expansion through online platforms, eliminating geographical barriers.
Market research is fundamental to the success of any business venture. With the training provided in the workshop, participants acquired tools to strengthen their communication and positioning strategies. Integrating social, cultural, environmental and economic values into their brands not only improves visibility, but also ensures the long-term sustainability of their businesses.
These types of initiatives reinforce the commitment of GIZ and the participating communities to the development of community-based tourism as a driver of resilience and well-being.
Acknowledgments and Collaboration
We would like to express our deep appreciation to the key institutions involved in this process:
Allied organizations in Mexico: Secretariat of Environment, Biodiversity, Energy and Sustainability, SEMAEDESO, National Commission of Natural Protected Areas, CONANP, Ministry of the Environment and Territorial Development, SEMADET, Junta Intermunicipal de Medio Ambiente de Sierra Occidental y Costa, JISOC, Biocultural Landscape, Ministry of Tourism, Oaxaca State Government Deutsche Gesellschaft für Internationale Zusamme- narbeit / German Society for International Cooperation (GIZ).
Allied organizations in Guatemala: Guatemalan Institute of Tourism (INGUAT), National Council of Protected Areas (CONAP), Association of Forestry Communities of the Petén (ACOFOP), Deutsche Gesellschaft für Internationale Zusamme- narbeit / German Society for International Cooperation (GIZ). Their advocacy and participation have been crucial to create alliances that allow tourism to effectively contribute to environmental sustainability and community development.
We would also like to thank Karla Rivera, Ethel Arias y Alejo HeymoThe LMDM team for their dedication and hard work, which have been fundamental in making this project a reality and contributing to the well-being of local communities and the regeneration of natural areas through tourism.
