Situation The Rarámuri people of Sierra Tarahumara, Chihuahua, Mexico, are one of the last Indigenous groups in North America to maintain their language and traditions intact, and are internationally known for being exceptional long- distance runners. Traditional tourism in Barrancas del Cobre lacked meaningful community involvement and equitable distribution of benefits. Indigenous communities needed sustainable alternatives to diversify their income while preserving their heritage and natural environment.Approach Established in 2015 with the Christensen Fund to protect biocultural diversity in the region. Co-created through a 24-month process involving entrepreneurs, commercial partners, members’ communities and regional tourism authorities. Developed a social business model focused on strengthening local livelihoods while empowering communities. Created six distinct immersive experiences including nature- based adventures and cultural workshops. Implemented a transparent financial model that reinvests 20% of community income in local needs such as healthcare, education and infrastructure.CASE STUDY 4 Experiencias Rarámuri ImpactIn 2018, a few years after being founded and while only reaching 3% of tourists, the project already generated annual income of 831,000 MXN ($43,000) for local communities and created employment opportunities for more than 100 families, specifically for young people and women. Won the Recognition for Diversification of Mexican Tourism Products (2018) and was a finalist in Lo Mejor de México 2025, the Mexican tourism awards. Delivered diversified tourism offerings with high-quality cultural products while celebrating Rarámuri culture. Established an innovative tourism model characterized by being globally unique, culturally authentic, fully interactive, inspirational and locally profitable. Source: Noro103 Caption: Chihuahua, Mexico Travel and Tourism at a Turning Point: Principles for Transformative Growth 28

Travel and Tourism at a Turning Point 2025