Launch of the Market Ready Tourism model in Mexico and Guatemala

Tourism has been a key driver of economic and social development, especially in rural areas and local communities. With the objective of strengthening the capacities of these communities and preparing them to compete in a global market, the German Cooperation Agency (GIZ) Mexico and La Mano del Mono are joining forces to launch the training program "Market Ready Tourism and Tri-national Cooperation: Connecting tourism businesses with specialized businesses to strengthen their potential for impact in Mexico and Guatemala".

"This project comes to strengthen and give a lot of follow-up to our tourism activities. Here we believe in tourism and we know that we will benefit from this strengthening because we have many natural areas to take care of and sustain".

Angela Fajardo de OMYC, Uaxactún - ACOFOP.

On Monday, September 9, where more than forty (40) participants from different states of Mexico (Jalisco and Oaxaca) and Guatemala (Peten), took place the kick-off meeting of the project that seeks to train community enterprises in the design of tourism experiences with regional identity, as well as in the development of sustainable and quality products, attractive to specialized markets.

"This project is important because we will have a unique and pleasant experience to provoke a series of stimuli in visitors. There are 20,170 hectares that we want to make visible and protect".

Lester Garcia, member of the Yaxhá Nakum Naranjo National Park, ASODESTY).

Tourism with Identity: The Key to Success

One of the pillars of the program is the co-creation of tourism experiences that highlight regional identity. La Mano del Mono and its team of facilitators, Karla Rivera and Ethel Arias, are promoting this approach with the objective of making tourism not only a tool to generate income, but also to contribute to the conservation of the environment and local cultures.

"The most important value of this project is the cultural promotion and the visibility of our identity as a territory to show our future visitors so that they take a little piece of our environment but above all that they contribute to its conservation."

Kenia Bedoya member of Green Tree, ACOFOP.

What does the program offer?

The program's comprehensive approach will encompass several key areas:

• Development of sustainable tourism productsThe community enterprises begin their capacity building process today, where they will be trained to offer quality products that respect the natural and cultural environment, promoting responsible tourism.
• Business equipment: Participants from Mexico will receive tools to improve the operational and business management of their businesses, which will allow them to grow in an efficient and sustainable manner.
• Access to specialized marketsThe program will open new doors to international markets in search of authentic experiences, increasing the visibility of local communities in the global tourism landscape.
• Effective communicationIn addition, resources will be provided for companies to communicate their experiences more effectively through digital and marketing strategies.

"It's not all about money, we must protect the environment and make sustainable tourism a way of life that provides well-being to all living things." 

Alexa Lovera, Sierra MagicaJewelry, Art and Candy, Jalisco.

Collaboration and Sustainability

For La Mano del Monocollaboration is an essential factor for the success of this initiative. The project not only aims to empower community enterprises, but will also foster a collaborative network among tri-national actors committed to regenerative tourism and sustainability.

"The greatest added value of this project is the articulation with other ventures, organizations and companies to co-create actions that benefit the care and sustainability of our territories".

Victor Garcia, member of the Association of Community Guides, ASODESTY.

During the kick-off meeting, participants had the opportunity to receive detailed information about the program, share their expectations, exchange ideas and begin to envision the future of community-based tourism with identity in their regions.

"It is important to implement this project as it allows us to connect with markets, make exchanges between participating communities and at the same time we will be able to measure its effectiveness in order to improve."

Salvador Anta, Consultant GIZ Mexico. 

The Legacy of Community Tourism

The trainings that are starting are essential for local communities to take advantage of the potential of tourism, respecting their roots and strengthening their autonomy, in order to be ready for the market, offering a planned, inclusive and participatory tourism that promotes sustainability and resilience of their territories.

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.

The processes of this project are facilitated with the collaboration of the team from La Mano del Mono (LMDM)especially Karla Rivera y Ethel ÁriasWe always thank them for their commitment and passion. We also count on the support of Azucena Luna consultant in Guatemala, Salvador Anta advisor at GIZ Mexico, and co-facilitators: Josselín Alegría, Arath Guantes and Paulina Sánchez.