By Martha Isabel Ruiz Corzo

Living life at full speed with a long list of things I need to do, with a blink of an eye I find myself in Berlin. On the 5th March we were awarded the “To Do!” prize, one of three responsible tourism projects to be recognized, located in Cambodia, Iran and the Sierra Gorda here in Mexico. The prizes were awarded by the Swiss charity “Solidarity in Tourism” as part of the International Travel (ITB) event in Berlin.

This award recognises and supports the social benefits of the tourism development in the Sierra Gorda. This has been our principal interest and objective when promoting nature and culture tourism in the area. We’ve been building productivity to combat poverty and, at the same time, preserving the State’s biological treasure.
Very cold days, many meetings, workshops, forums and learning. It was an enormous event but, thankfully, we quickly found where we belonged within this universe of supply and demand as diverse, sophisticated and specialized as ours.

The tours and trips we offer are aimed at tourists looking for unforgettable experiences. Such as spotting a bird in flight, those wanting to learn more about the holistic management of resources or those keen to get out into the wild on their bike. For those slightly older tourists who have the time and resources to travel the world, we offer them a tour, which includes nature and the chance to meet local people who form part of a network of community businesses such as the ceramic workshop, embroidery workshop and restaurants that make up the “Tasting Route”.

We also offer tours aimed at the young at heart, who are not just looking for a wander around but a significant experience where they can enjoy visiting the natural sanctuaries, star filled nights and a dip in the Ayutla river. They can eat mangos until they can’t eat anymore, bake bread or prepare a traditional maize dish of tamales with a group of jolly ladies, enjoying their company and the therapeutic beauty of the Sierra Gorda. A place to contemplate nature and enjoy the simple things in life.

Today, the Sierra Gorda, as a tourist destination, is tasked with maintaining and improving customer service. We are trying to attract tourists with spending power and this means we must be willing to take on and pass the test of a visit from European tourists where everything goes perfectly: timings, flavors, service, hygiene, transport, hospitality, everybody carrying out their job so that we can meet expectations of the most demanding tourists. Tourists who whilst wanting to experience the simplicity of life in the countryside, are not willing to sacrifice the holiday comforts they expect.

Today just as yesterday we are on the threshold of a new path. We have got to this point because we have built up something to offer to tourists. We often find ourselves with few customers, little money coming in and we are only full to capacity during the holidays. We must struggle through the quieter times until we reach the point that we have consolidated tourism options. But on we go with great enthusiasm and concrete objectives. We will not stop until we start receiving visitors from all over the world, because this is the best way to develop tourism in the Sierra Gorda to a high standard.

We are ready to start this new phase. We know we have to continue for everybody’s wellbeing; to improve the livelihoods of the Biosphere Reserve’s local people, who generously protect its natural environment and creatures found within it.