Community-based nature tourism represents a key opportunity for sustainable development in Mexico and Guatemala. 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), seeks to strengthen local capacities to connect community businesses with specialized markets. Within this initiative, La Mano del Mono leads the line of action Market Ready Tourism and Tri-national CooperationThe project has been implemented in both countries, promoting participatory planning and the design of a tourism identity.
Strengthening Mexico's Tourism Identity: Building Regional Brands
In Mexico, the project focused on the creation of two Regional Nature Tourism Brands in the states of Jalisco and Oaxaca. Through participatory workshops, six key elements were designed for each brand: name, logo, slogan, mission, vision and values. This process ensured that the essence of each region was faithfully represented, prioritizing community participation as the central axis of the design.
Participatory Methodology
For the construction of these brands, four virtual workshops were implemented in two thematic modules: the first focused on the definition of the logo, name and slogan, and the second on the creation of the mission, vision and values. Prior to these meetings, informative video capsules were generated to introduce participants to the concept of the regional tourism brand. To ensure the systematization of the process, a shared folder was used in Google Drive, where key inputs were documented, such as presentations, video recordings and photographic evidence.
The implementation of WhatsApp groups for each region made it possible to maintain constant follow-up with the communities, facilitating the socialization of results, the coordination of workshops and the resolution of queries in real time. This communication and collaborative work structure has strengthened the market positioning opportunities of the community enterprises, expanding their sales channels and differentiating them in a competitive sector.
Co-Design of Tourism Experiences in Guatemala
In Petén, Guatemala, on September 24 and 26, 2024, face-to-face workshops were held for the design and promotion of tourism identity for the benefit of the community networks ACOFOP and ASODESTY. The purpose of these sessions was to co-design viable, safe, sustainable and quality tourism experiences, ensuring the connection of community businesses with specialized markets.
The workshops sought to consolidate nature tourism as a resilient way of life for the communities, strengthening their regional identity and differentiating them in the market. To this end, various local stakeholders were involved, including community leaders, representatives of the Guatemalan government, NGOs such as Swisscontact, tourism sector associations and academia, represented by the University of San Carlos.
The scope of the project included the design of experiences that reflect the region's cultural and natural identity, the identification of marketing and equipment opportunities, the creation of a regional tourism brand, and the inclusion of sustainability, safety and quality criteria.
For the implementation of these workshops, strategic alliances were established with key entities such as INGUAT, CONAP, IDAEH and AMPI, as well as the local municipalities of San Andrés, San José, Flores and Melchor de Mencos. These institutions provided infrastructure, food for participants and travel expenses for community representatives from various localities.
GIZ Guatemala also provided technical and logistical support through local manager Azucena Luna, ensuring the articulation between the different actors involved. As a result, the workshops contributed to the consolidation of an integrated nature tourism strategy with a strengthened identity and oriented towards sustainability.
Towards a Strong and Market-Connected Community Tourism
The work carried out in Mexico and Guatemala under the leadership of La Mano del Mono under the Triangular Cooperation Project has strengthened the regional tourism identity and connected communities with specialized markets. The participatory methodology, based on co-creation, technology and local capacity building, has laid a solid foundation for community-based tourism to become a resilient and sustainable way of life in both nations.
This effort demonstrates that community-based nature tourism is not only a strategy for local economic development, but also a powerful tool for environmental conservation and community empowerment. With initiatives like this, the tourism sector is moving towards a model that is fairer, more inclusive and aligned with the principles of regenerative communication, where the voice of the communities is the main driver of change.
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.
