Community-based tourism in Oaxaca: identity and connection to the marketplace

Community-based nature tourism is a key tool for the sustainable development of rural communities. In this context, the Triangular Cooperation Project: Consolidation of Community-based Nature Tourism as a Resilient Livelihood for Communities in Mexico and Guatemalaled and financed by the German Development Cooperation Agency (GIZ), has generated significant impacts in the region of the Sierra Juarez and Central Valleys of Oaxaca.

Building a Regional Tourism Identity

One of the main accomplishments of this initiative has been the co-creation of the Regional Branda process based on community participation that resulted in:

• Name and logo representative of the region
• Slogan aligned with the essence of community-based tourism
• Definition of mission, vision and values

This effort has enabled the community enterprises to have a clear and solid identity, facilitating their positioning in the tourism market.

The Regional Map: a tool to connect with travelers and partners

As part of the strengthening of the tourist identity, we developed a regional map that facilitates the connection between communities and travelers interested in community and nature tourism. This map highlights:

• Location of the destination-region and the community enterprises that comprise it.
• Emblematic nature tourism attractions and experiences
• Differentiating elements of each company
• Essential basic services for travelers

This material not only allows visitors to better plan their tours, but is also a key tool for promotion and linkage with strategic allies.

Dissemination and use of the map

The generated map can be used in various channels to maximize its impact:

• Infographics for social networksfacilitating promotion by community enterprises and their allies.
• Market Ready Tourism Platformintegrating links to the microsites of each company.
• Official tourism and environmental websitesexpanding its scope and accessibility.

Communication and Marketing Workshops for Community and Nature Tourism

To consolidate their presence in the market, the community enterprises participated in several workshops on the following topics communication and marketingwhere they learned how to apply their new identity in different digital and traditional media. These trainings will allow them to:

• Design effective promotion strategies.
• Improve the quality of your content on social networks and digital platforms.
• Expand your reach and attract new visitors and business partners.

Thanks to this initiative, the communities of the Sierra Juárez and Central Valleys of Oaxaca are strengthening their tourism identity and improving their connection with the market. With tools such as the Regional Brand and the Tourist MapThe project, along with training in communication and marketing, these communities are better prepared to receive visitors, promote their offerings and consolidate themselves as a sustainable and competitive destination.

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 Ethel Arias, Alejo Heymo y Karla RiveraWe would like to thank the LMDM team, as well as Arath Huantes Trinidad and Paulina Sánchez Ulloa 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.