Mexico Leads In Sustainable Tourism Growth Through UNESCO And SECTUR’s Cultural Tourism Partnership

Published on May 1, 2025

UNESCO and the Secretariat of Tourism of Mexico (SECTUR) have formed a transformative partnership aimed at enhancing cultural and community-based tourism across seven states in Mexico. This collaboration is designed to empower local communities by making them the key drivers and beneficiaries of tourism development, ensuring that its benefits are distributed equitably. The initiative, which will be implemented in Baja California Sur, Hidalgo, Michoacán, Morelos, Nayarit, Oaxaca, and Puebla, is part of Mexico’s National Community Tourism Plan. It seeks to preserve cultural identities, promote sustainable tourism practices, and stimulate local economies while supporting the creation of the National Guide to Community Tourism, a tool to share best practices and scalable models across regions. This partnership aligns with UNESCO’s commitment to fostering social transformation and sustainable development through tourism, positioning it as a catalyst for social cohesion and economic growth.

UNESCO and SECTUR Unite to Strengthen Cultural and Community-Based Tourism Across Seven States in Mexico

In an exciting move to support the growth of sustainable tourism in Mexico, UNESCO and the Secretariat of Tourism of Mexico (SECTUR) have forged a groundbreaking partnership. This collaboration aims to empower local communities, allowing them to take a more active role in tourism development and ensuring the benefits of this thriving sector are equitably shared.

The initiative will be rolled out across seven diverse states: Baja California Sur, Hidalgo, Michoacán, Morelos, Nayarit, Oaxaca, and Puebla. This is a pivotal step in advancing the National Community Tourism Plan, a program designed to honor the unique cultural and geographic diversity that each region offers. At the heart of this partnership lies the creation of Mexico’s first-ever National Guide to Community Tourism, a comprehensive resource that will highlight exemplary practices and scalable models from each participating region. This guide will be an invaluable tool for both local communities and policymakers, enabling them to adopt best practices and replicate successful tourism models.

The agreement was formally signed during the Tianguis Turístico Mexico event, held in Playas de Rosarito, Baja California. Key figures present at the ceremony included Josefina Rodríguez Zamora, Mexico’s Secretary of Tourism, and Sebastián Ramírez Mendoza, the Undersecretary of Tourism. Also in attendance were Andrés Morales, UNESCO’s Representative in Mexico, alongside various state officials, including the governor of Morelos, Margarita González Saravia.

One of the key elements of this collaboration is UNESCO’s cultural and community-based tourism methodology. This approach emphasizes a participatory process that begins with the identification and celebration of local cultural identities. UNESCO’s strategy focuses on providing communities with training to develop sustainable tourism products that reflect the unique characteristics of their regions. This initiative also includes comprehensive promotional strategies, policy advocacy, and evaluation mechanisms to ensure the long-term success of the program.

Tourism plays an essential role in the economies of many regions, contributing significantly to local GDP. However, the partnership aims to ensure that the financial benefits generated by tourism are shared equitably among local populations. UNESCO’s involvement will include helping communities measure and redistribute the economic impact of tourism, with a focus on income, consumption, and employment within these territories. The goal is to position tourism not just as a means of economic growth but as a tool for social transformation, fostering social cohesion, peace, and security through mutual cultural understanding.

In line with these goals, this partnership also seeks to create a more inclusive tourism model, one that promotes sustainable development and addresses issues of gender equality and decent work. The initiative aims to support the preservation of both cultural and natural heritage while promoting responsible production and consumption practices. These efforts are aimed at ensuring that Mexico’s tourism sector contributes to resilient communities and a thriving environment, fostering both economic growth and environmental sustainability.

This alliance between UNESCO and SECTUR marks a significant moment in Mexico’s tourism development strategy. By focusing on the empowerment of local communities, the partnership ensures that tourism will not only thrive but will also serve as a vehicle for social and economic equity. With the creation of the National Guide to Community Tourism and the commitment to sustainable practices, the initiative promises to have a far-reaching impact, setting a global example for community-based tourism that aligns cultural preservation with modern economic development.

UNESCO and SECTUR have partnered to promote cultural and community-based tourism in seven Mexican states, empowering local communities to drive and benefit from sustainable tourism. This initiative supports Mexico’s National Community Tourism Plan, preserving cultural identities while fostering economic growth.

By making local communities the driving force behind tourism, this partnership between UNESCO and SECTUR has the potential to reshape how tourism is understood and experienced in Mexico. As communities are trained and equipped to manage their own tourism products, they will benefit from increased revenue, greater autonomy, and a more active role in their cultural and economic future. In turn, this will contribute to Mexico’s broader efforts to foster a tourism industry that is not only economically viable but also culturally rich, socially inclusive, and environmentally sustainable.