Community-based tourism: a collective path towards regional identity and empowerment

We celebrate the strengthening of community-based tourism in Mexico!

In the regions of the Western Sierra and Coast of Jalisco y Sierra Juarez and Central Valleys of Oaxacasomething extraordinary has blossomed. Through a collaborative effort promoted by the German Society for International Cooperation (GIZ) in Mexico and financed by the German Federal Ministry for Economic Cooperation and Development (BMZ), in alliance with the Modelo Market Ready Tourism and institutions in Mexico and Guatemala, entire communities have co-created a new way of doing tourism: one that honors their identitypower its regional brand and strengthens its capabilities to access niche markets without losing its essence.

Uniting Identity: Co-creation of two Regional Brands and Maps

Through participatory processes, the following were created two unique regional brands The community-based nature tourism projects, with elements that represent the soul of each region, are a reflection of a vibrant social and cultural fabric that protects its natural and cultural heritage. 

The tourism map, on the other hand, allows companies to be located as part of an interconnected destination and strengthens the idea that there is no competition, but rather complementarity between communities, making the best of each one visible. 

The Regional Brand and the Regional Map help companies to project their shared values, facilitate the connection with conscious travelers, positioning them in the territory and the market. They are symbols of unity, sustainability and territorial pride.

Equipment with purpose: Technology at the service of communities 

To reduce the digital divide, 12 companies of Jalisco and Oaxaca received computer equipment to advance in the virtual implementation of the project and to provide them with key tools to make their offerings visible in the digital environment. The donation of equipment was carried out during two events held at the Philatelic Museum, Oaxaca, and at the Municipal Unit of Puerto Vallarta, Jalisco, with the participation of 45 people representing community enterprises, partner institutions, GIZ and equipment suppliers, to ensure transparency in the process. 

Professional strengthening: Market Ready Tourism

With 18 virtual workshops and multiple individual sessions, the companies strengthened their collective work, marketing and communication skills to sell their offerings under the "transformative experiences" approach. The Market Ready Self Assessment was key for each business to know its starting point and chart a clear path to niche markets.

Thanks to the Market Ready Network Platformnow 15 companies have a individual microsite within a regional network, which makes them visible to potential allies and tourists.

Would you like to explore these regions and learn more about their transformative experiences? 

Visit:

• Western Sierra and Coast of Jalisco
• Sierra Juarez and Central Valleys of Oaxaca

 Community and Institutional Participation

This project was implemented during 2024 and 2025, with the participation of 47 people representing 15 community enterprises and 5 key tourism and environmental institutions in Jalisco and Oaxaca:

• Jalisco, 8 companies and 2 institutions: Casa Tia Anita Boutique Hotel, Tierra Madre Tours, Sierra Magica Jewelry Art and ConfectioneryEcoexperiencias El Cuale, Centro Ecoturístico El Colorado, Gran Monte, Malibrí Turismo and Playa Grande Ecopark, with the support of JISOC and Paisaje Biocultural Jalisco.
• Oaxaca, 7 companies and 3 institutions: Community Ecotourism Cascada de Niebla Waterfall, Community Ecotourism Capulalpam Mágico, Ecotourism Analco Laatzi Duu, Ecotourism San Pablo Etla, Yaa Cuetzi Ecotourism, Banetzi La Trinidad Ecotourism and Expeditions Sierra Nortewith the accompaniment of the SEMAEDESO y SECTUR of the government of the state of Oaxaca and CONANP's Benito Juárez National Park Directorate.

More than a project, a shared mission

We celebrate that the SEMAEDESO and CONANPThey are now ambassadors of the Sierra Juarez and Valles Centrales Brand, walking alongside the communities, promoting their voice, culture and knowledge through tourism that flourishes from the local to the world.

We also proudly celebrate that the JISOC will serve as the Administrator of the Sierra Occidental and Coastal Brand, seeking to protect its essence, promote its proper use and weave connections that strengthen community tourism with identity, order and shared purpose.

Congratulations to everyone who made it possible!

We would like to thank: 

Oscar Manuel Ramírez Flores, Technical Advisor for the project Led by the German Society for International Cooperation (GIZ) in Mexico and financed by the German Federal Ministry for Economic Cooperation and Development (BMZ), under 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. 

Dr. Karime Unda Harp, head of the SEMAEDESO and Mtra. Saymi A. Pineda Velasco, Head of the SECTUR, both agencies of the Government of the State of Oaxaca. Froylán S. Martínez Rojas, Director of the Benito Juarez National Parkof CONANP, Claudio Fabricio Flores Morales Director of the JISOC, Noé Castellanos Ramos, Coordinator of Biocultural Landscape Jalisco. Also to the liaisons of each institution whose support was invaluable in every step of the project: Salvador Anta (GIZ Advisor), Manelik Olivera and Fátima Santana (SEMAEDESO), Citlalli Velazquez (CONANP), Karina Mendoza (SECTUR) and Andrea Valencia (JISOC).

La Mano del Mono 

Ethel Arias CoyotlProject Leader in Mexico, Mauricio MartinezAlliances Coordinator, Alejo HeymoCristina de los Santos, Operational Coordinator, Administrative Leader, Arath Isaí Huantes Trinidad and Paulina Itzel SanchezProject co-facilitators in the field, Alejandro AlcazarCreative Design Leader, Paul BeckmanMarket Ready Network Web Platform Specialist, and Edwine PayanCommunication Leader of La Mano del Mono.