Market Ready Test: Towards Certainty in Biocultural Tourism in Cañada de Cuicatlan

In the Tehuacán-Cuicatlán Biosphere Reserve, communities are forging a new chapter in their history. At this stage of the project, developed in alliance with strategic partners like Cultural Heritage Finance Alliance (ChiFA)the Market Ready Testa tool created by the team of La Mano del Mono (LMDM)is presented as an essential guide to encourage local entrepreneurs towards a regenerative tourism model that respects their biocultural heritage.

More than just an instrument for tourism ventures, the Market Ready Test invites communities to look inward, recognizing their strengths and transforming challenges into opportunities. Through an accessible and simple process, the tool evaluates key aspects such as business management, operation, commercial projection and sustainable practices, offering clear and practical recommendations to strengthen the tourism offer and consolidate sustainability in the territory.

Transformation from Local Identity

The implementation of the Market Ready Test in the Cañada de Cuicatlán has provided each community with a unique opportunity to grow from its own identity. This tool not only assesses capabilities, but inspires communities to reimagine their possibilities. For example, in QuiotepecThe diagnosis revealed the potential of an organized and committed community. They identified key areas for improvement, such as the diversification of tourism services, and are now moving forward together towards a more solid operation that positions them as an outstanding destination in the region.

At CuicatlanThe tool became a catalyst for young leaders to dream big. Taking advantage of existing resources, such as hotels and restaurants, they are designing strategies to consolidate a tourism collective that not only caters to visitors, but also preserves and celebrates local traditions.

At Dominguillothe Market Ready Test has been key in the development of regenerative tourism. The Cueva de las Manitas, a site steeped in history and meaning, was identified as the axis for diversifying the tourism offer. With the support of strategic allies, the community is drawing up a plan to protect this valuable heritage and share it respectfully with the world.

Each of these stories reflects how communities are utilizing the Market Ready Test as a tool to boost regenerative tourism, strengthening their cultural and natural roots while building a sustainable future.

From passive to participative actors

The Market Ready Test goes beyond technological innovation; it is a guide to empower communities and promote community governance. This approach encourages practices that regenerate the natural and cultural environment, strengthening social cohesion and improving territorial rootedness. For the communities of the Cañada de Cuicatlán, it has become an ally that helps them look to the future with certainty, without losing sight of their culture and environment, while making them participants in their own development. In addition, it offers a detailed diagnosis that strengthens certainty and confidence in the value chain of the community-based tourism. By providing transparent analysis and clear recommendations, it fosters the professionalization of tourism businesses and their connection to global markets. This approach is especially relevant for regions such as the Cañada de Cuicatlán, where tourism potential is immense, but challenges such as limited access and seasonality require specific, data-driven solutions.

Biocultural Governance and Regeneration

The use of the tool Market Ready Test in the region is aligned with a community governance model that prioritizes the conservation of biocultural heritage. By identifying key areas for improvement, communities are strengthening their tourism capacities and promoting practices that regenerate and preserve their natural and cultural environment.

The success of Market Ready Tourism lies in its focus on community governance. The training offered by LMDM not only focus on tourism, but also on the conservation and regeneration of the natural and cultural environment. This ensures that tourism is integrated as a complementary activity, respecting traditional livelihoods. The Rio Grande River Route promises to be more than a tourist destination; it is a model of regenerative tourism that connects visitors to Magical Mexico. On this journey, visitors will not only discover unique landscapes and archaeological vestiges, but will also immerse themselves in the living traditions of local communities.

As the communities of the region lead this transformation, biocultural tourism is positioned as a powerful tool to regenerate the natural and cultural richness of the Cañada de Cuicatlan.

Acknowledgments

From La Mano del Mono, we would like to express special thanks and appreciation to the communities of Santiago de Dominguillo, San Pedro de Jaltepetongo, San Juan Bautista Cuicatlan, San José del Chilar, Santiafo Quietepec, Santiago de Dominguillo, San Pedro de Jaltepetongo, San Juan Bautista Cuicatlan, San José del Chilar, Santiafo Quietepec who have been part of this project and with their effort and commitment have been key to its implementation. In addition, we extend our most sincere thanks to our allies and funders, especially to ChiFA – Cultural Heritage Finance Alliance , INAH, CONANP and FRBC who have believed in innovation as a fundamental tool for strengthening local capacities through community and regenerative tourism. Their support has been essential to transform the potential of these communities into concrete opportunities for sustainable development and preservation of their biocultural heritage.