"Querétaro Crea", a look at the local level

Currently, tourism has a great commercialization referent due to the conditions generated by markets and globalization; however, there is a great disadvantage between the hoarding of consumers by consolidated companies and those that are smaller, a situation that occurs in various sectors such as wine tourism and the handicraft sector. With respect to the former, the wine region of the state of Querétaro in Mexico is one of the most popular at the national level, where even the size of the tourist offer makes it one of the main non-beach tourist destinations in the country.

Querétaro represents an opportunity to become a benchmark in the handicrafts sector. Two handicrafts from the municipality of Amealco, Lele and Dönxu, have been designated Intangible Cultural Heritage of the state. In addition, artisans from Querétaro work with different techniques and use raw materials such as vegetable fiber (ixtle) and textiles. 

Faced with this field of the tourism sector, the question arises: how does one, from one's own possibilities, nurture the dynamics of tourism? For this, we find different examples of institutions, organizations and agents of change that carry out actions to generate beneficial impacts through the tourism sector. This is how the academy, together with other allies, can play an important role in contributing in a different way to the contexts where tourism activity is developed.

An initiative from academia

"Querétaro crea" is a Youtube channel through which different episodes are published where different projects of the state of Querétaro are shared, especially it is a space to promote the visibility of artisans and wineries in the region. The programs recorded were from the municipalities of Tequisquiapan, Amealco, Ezequiel Montes and Jalpan de Serra. It should be noted that this project is led by students of the Bachelor's Degree in Cultural and Natural Tourism Management of the Universidad Autónoma de Querétaro. 

Among the topics covered in the recordings are those related to vineyards and wine culture, including aspects such as soil type, climate, and the vine cycle, to mention a few. On the other hand, through the capsules, the growing artisans of the area are catapulted. In addition, the artisan is shown as a person who preserves cultural identity. 

One of the aspects identified from this type of actions is that in addition to giving a voice to the participants, it was also noted that there are still areas of opportunity to work with and for these social actors. Currently, spaces such as social networks can generate a multiplying impact in all senses, where the information that one publishes and shares becomes visible and viral, so taking advantage of this is significant to also contribute locally; for example, through consulting programs or advice on the management of technological tools such as Google Maps or social networks (Facebook, Instagram, Tik Tok), to name a few.

We change history...

It seems that the objective of "Querétaro Creates" culminates when the clips are placed and shared on the Youtube channel, but it is only the beginning of the visibility of small producers to finally convey a message of awareness about how complex it is to develop a work, especially in the area of craftsmanship or wine culture, which goes beyond just tasting a glass of this drink. 

According to the creators of the idea, once they return to see the evolution of their communication channels of these artisans, it is enriching to know that many people began to ask, quote and even schedule tours to learn more about the craft or work of those who participated as interviewees; in the essence of tourism is not only about promoting our cultural and natural offerings, it also seeks to preserve and make visible those who make our identity, that is Querétaro Crea.

And you, how do you nurture tourism and from what point of view do you do it?

Article written by Ruben D. Gutierrez, a student of the Bachelor's Degree in Cultural and Natural Tourism Management at the Universidad Autónoma de Querétaro.