WTM Latin America held the 2025 edition of its Responsible Tourism Awards – an initiative that highlighted the most inspiring stories from the travel and tourism sector in support of sustainable development across our continent.
There were six new categories, each addressing essential themes such as environmental conservation, inclusion and diversity, fair economic development, and the promotion of meaningful relationships between tourists and their destinations.
Supporter of this category:
Latin America is facing a critical moment, with 94% of wildlife populations in decline. As a region rich in biodiversity, it must strengthen alliances to conserve 30% of the planet by 2030. Climate change is severely impacting tourism, with extreme weather events affecting tourist destinations.
To reverse this trend, it is vital to integrate conservation and biodiversity restoration actions into business strategies, generating benefits for local communities. Companies and destinations must commit to conservation, decarbonisation, and innovation to tackle climate threats, fostering more sustainable and responsible tourism.
These efforts can become a powerful tool to educate about the importance of nature and to support thousands of local communities deeply connected to their environment.
We are looking for companies and destinations committed to biodiversity conservation and determined to act against climate threats.
Supporter of this category:
Inclusion, accessibility, and diversity are essential pillars of the responsible and sustainable tourism we aim to build for both people and the planet. Inclusive and diverse travel ensures that everyone feels represented, respected, and valued, creating safe spaces for individuals and groups historically excluded from tourism—such as people with disabilities, LGBTQIA+ communities, Indigenous peoples, women, Black people, and other ethnic and racial minorities.
A more diverse tourism landscape benefits travellers, host communities, destinations, and tourism businesses by expanding economic opportunities and fostering representation. By adopting inclusive practices, the tourism industry promotes belonging, identity, tolerance, and human connections, while opening new pathways for economic growth.
We are seeking companies, initiatives, and destinations committed to diversity, equity, accessibility, and inclusion—ensuring that all individuals, regardless of their backgrounds, abilities, or identities, can enjoy enriching and meaningful travel experiences.
Supporter of this category:
Tourism has experienced continuous expansion and diversification, becoming one of the largest and fastest-growing economic sectors globally, providing significant benefits for the economy and employment in various destinations.
In societies that have recently experienced conflict, tourism has not only become a source of income for local communities but also serves as a symbol of peace and transformation within these regions.
We seek companies, administrations, and civil society organisations actively working to build peace by driving local economies and creating development opportunities, positioning communities as key players in tourism activities within their destinations.
Supporter of this category:
Cooperation and public-private collaboration among stakeholders in the tourism sector are essential for the successful planning and management of sustainable tourist destinations.
It is vital to harness synergies and strengthen partnerships within the destination, engaging communities, non-governmental organisations, academic institutions, scientists, and various local productive sectors to create innovative tourism programmes.
We are seeking inspiring initiatives that have contributed to bringing together diverse actors to create or strengthen sustainable tourism destinations.
Supporter of this category:
The cultural richness of our Indigenous and traditional Latin American peoples is among our greatest tourist assets in the region. Beyond this, these communities are at the forefront of some of the most representative experiences of our continent's diversity, incredible biodiversity, and significant historical heritage.
Their traditions, craftsmanship, cuisine, and cultural practices offer tourists a unique and enriching experience, promoting the preservation and appreciation of local historical heritage.
Furthermore, when the travel and tourism market actively involves these communities, incorporating their products and services, it delivers direct economic benefits, strengthens local economies, and fosters environmental conservation. Recognising and respecting the ancestral knowledge of these peoples is essential to ensuring responsible and inclusive tourism that celebrates and preserves Latin America's cultural authenticity.
We are seeking stories that can serve as inspiration and models for replication, paving the way for inclusive and diverse tourism across Latin America.
Supporter of this category:
The importance of preserving and promoting memory and cultural expressions through monuments, historical sites, and cultural landscapes is widely recognised. However, a people's culture goes far beyond its physical aspects. It encompasses traditions, folklore, knowledge, languages, festivities, and other expressions passed down orally or through gestures, collectively recreated and transformed over time.
Tourism can be a powerful tool for valuing and conserving monuments, historical sites, and cultural traditions, as it raises awareness of their significance and attracts resources necessary for their maintenance. However, tourism can also pose challenges to preservation, as unsustainable practices may place pressure on natural and cultural resources, threatening their authenticity and integrity. The key lies in achieving a balance between valuing heritage and ensuring its preservation.
We are seeking examples of initiatives that contribute positively to the preservation of memory and cultural identity while respecting local traditions and delivering economic and educational benefits to the communities involved.
Gold 🥇 – Costa Magia (Mexico)
Costa Magia is a community-based nature tourism operator made up of 13 initiatives along the Oaxaca Coast, all committed to environmental conservation. Their proposal transforms activities such as biological monitoring and ecological restoration into immersive tourism experiences. Visitors actively participate in activities like bird banding, using camera traps for mammals such as ocelots, and mangrove replanting, fostering a deep connection between tourists, communities, and biodiversity.
Although Costa Magia has only operated as a tour company for two years, its members have over 25 years of experience in conservation and nature tourism. One of its most innovative projects is the Community Biological Monitoring Route, a 12-day experience along the coast where travellers become key players in ecosystem protection. The initiative is supported by institutions like the Oaxaca Fund for Nature Conservation, reinforcing its commitment to regenerative tourism and citizen science.
Silver 🥈 – Coral Biofactory (Brazil)
Coral Biofactory is an innovative startup dedicated to restoring coral reefs along the coast of Pernambuco, especially in Porto de Galinhas. Combining biotechnology, science, and community engagement, the project trains raft operators and tourism workers to act as marine conservation agents. In addition to reef regeneration, it promotes environmental education among tourists and residents, encouraging sustainable practices and regenerative tourism.
To date, Coral Biofactory has handled over 5,000 corals and directly impacted more than a thousand people. Its reach has expanded across the country, fostering discussions on circular economy, environmental compensation, and biodiversity credits. With actions aligned with the SDGs, the initiative proves that marine conservation and local economic development can go hand in hand, offering a replicable and sustainable model for other coastal regions worldwide.
Bronze🥉 - BirdsChile (Chile)
BirdsChile is a Chilean tour operator specialising in wildlife watching, nature, and adventure experiences since 2009. With B Corp certification and a Level 3 Sustainability seal, the company operates throughout Chile, promoting trips that highlight biodiversity and local cultural identity. Its focus is on transforming tourism into a concrete tool for ecosystem conservation.
BirdsChile's programmes are designed to create positive environmental and social impacts in the areas visited. Through rewilding efforts and benefit-sharing with local communities, the company offers a responsible, authentic tourism model committed to the country’s sustainable future. Its work reaffirms the role of tourism as a driver of change and environmental protection.
Bronze 🏅 – Agrosolidaria Seccional Charalá (Colombia)
Agrosolidaria Charalá is a community organisation formed by 20 farming families living in the Guantiva – La Rusia oak forest biological corridor in Colombia’s Eastern Cordillera. Their initiative combines environmental conservation, agroecology, and community tourism based on the appreciation of biodiversity and local traditions. Through the "Oak Route", visitors are invited to discover the secrets of native forests, staying in rural guesthouses and participating in activities such as birdwatching, environmental education, and cultural exchanges with residents.
In addition to ecotourism, the group develops community-based environmental monitoring, organic farming, and fair trade practices, integrating production with the conservation of the endangered endemic black oak species. The project also promotes education in local schools, fostering appreciation of the region's history and rural identity. With a strong focus on the popular economy and sustainability, Agrosolidaria demonstrates how tourism can strengthen territories and ensure the well-being of the communities that inhabit them.
Gold 🥇 – Marisqueiras de Aver o Mar Association (Brazil)
The Marisqueiras de Aver o Mar, in Sirinhaém (Pernambuco), lead a unique community-based tourism experience, offering visitors the chance to participate in shellfish harvesting in the mangroves and learn to prepare traditional dishes. This experience values the traditional knowledge of women shellfish gatherers, strengthening cultural identity and promoting gender inclusion in the tourism sector.
Sirinhaém stands out for its rich combination of natural beauty and historical heritage. The marisqueiras' work plays a key role in building fairer tourism, where immersive experiences bring tourists closer to local realities and generate direct benefits for the community. By transforming their routine into a tourism attraction, these women empower themselves and elevate the mangrove as a symbol of resistance, identity, and sustainability.
Silver 🥈 – Ser Turista: Hand in Hand through Nuevo León (Mexico)
“Ser Turista” is an initiative from the state of Nuevo León that promotes accessible and inclusive tourism with a social focus. Through partnerships with public and private institutions, the project enables vulnerable individuals — such as the elderly, children, women facing violence, and people with disabilities — to visit local tourist attractions free of charge, including museums, parks, ecological centres, and cultural events.
During the visits, participants not only explore new places but also engage in educational experiences on sustainability, respect for diversity, and equity. This proposal aims to democratise tourism and transform it into a tool for empowerment, integration, and well-being. It showcases how tourism can also serve as a bridge for recognising rights and strengthening social bonds.
Bronze 🥉 – Los Sueños Marriott Ocean and Golf Resort (Costa Rica)
The Los Sueños Marriott Hotel, located on Herradura beach, embraces hospitality that goes beyond comfort by promoting real actions for inclusion, diversity, and sustainability. Under the “Everyone is Welcome” pillar, it has developed a Diversity, Equity and Inclusion (DEI) strategy that ensures hospitality for all identities. A milestone was the comprehensive support for transgender staff during their gender transition, including adapted changing rooms, custom uniforms, and medical and psychological support.
The hotel also created a Diversity Committee that organises volunteer work and reviews internal policies. It participated in the Pride March with its own float and signed international commitments such as the San José Declaration. It also implements programmes like EmpowerHer, Red Sofía, and Marriott University to empower women and train local talent. The goal is clear: to transform both the workplace and the guest experience into a safe, welcoming, and inspiring environment for all.
Gold 🥇 – Dirección General Abordaje Territorial Barrio Padre Carlos Mugica (Argentina)
The General Directorate for Territorial Engagement in the Padre Carlos Mugica neighbourhood in Buenos Aires promotes community tourism as a tool for social transformation. Since 2019, residents of the former Villa 31 have organised guided tours that showcase 90 years of the neighbourhood’s history and cultural diversity. The project aims to break social stigmas, professionalise local guides, and integrate the community with the rest of the city through tourism.
The initiative is supported by government programmes, tourism training, and formal recognition of community guides. It also led to the creation of a cooperative and the “Visita Mugica” brand.
Silver 🥈 – Caguán Expeditions (Colombia)
Caguán Expeditions is a community tourism initiative launched in 2017, following Colombia’s Peace Agreement. It is led by ex-combatants and local communities from the Pato River region in Caquetá. The initiative offers nature, adventure, and historical memory experiences, connecting visitors with real stories of armed conflict and reconciliation processes. One of its most emblematic projects is the “Paddling for Peace” sports club, composed of former guerrilla members and farmers who have participated in national and international rafting competitions, spreading messages of peace throughout the country.
In addition to tourism, the project supports environmental actions like “Monito-river” and the “River-conciliation Alliance”, aimed at restoring degraded areas and participatory river monitoring. Caguán Expeditions represents a model of territorial transformation where tourism not only generates income but also builds trust, promotes environmental education, and strengthens a culture of peace. It is a concrete example of how reconciliation and sustainable development can go hand in hand.
Silver 🥈 – Rutopía (Mexico)
Rutopía is a Mexican social enterprise that connects rural communities with travellers seeking sustainable and authentic experiences. Through its digital platform, it markets and supports community tourism, promoting environmental regeneration, local empowerment, and economic justice. Each host is assessed using the ImpactScore tool, which measures their social, economic, and environmental impact, encouraging continuous improvement.
The company has already benefited more than 470 community projects, impacting nearly 3,000 people and protecting over 79,000 hectares of nature. Through partnerships with platforms like Airbnb and international innovation programmes, Rutopía positions Mexico as a leader in regenerative tourism. With the Ruto-Academy, it also trains local communities, proving that it is possible to create a tourism model that respects culture, preserves the environment, and distributes wealth equitably.
Bronze 🥉 – La Magia Está en Vivirlo (Colombia)
La Magia Está en Vivirlo is a Travel Tech platform revolutionising tourism in the Gulf of Morrosquillo by integrating technology, sustainability, and inclusion. Its proposal connects local operators, communities, and travellers in transformative experiences centred on nature, culture, and well-being. The platform structures, promotes, and markets authentic tourism services in emerging destinations, boosting the local economy without compromising regional identity.
Beyond technology, the project promotes training, preservation of traditions, and strengthening of the local tourism ecosystem. With support from Fontur and ProColombia, it has led destination-promotion initiatives such as issuing commemorative stamps and hosting regional forums. The initiative turns tourism into a development tool where every journey becomes an opportunity for environmental preservation, community empowerment, and social growth.
Gold 🥇 – Sierra Gorda Ecological Group IAP – Sierra Gorda Destination (Mexico)
The Sierra Gorda Ecological Group, with over 35 years of experience, leads one of the strongest community networks in Mexico dedicated to environmental conservation. In the Sierra Gorda Biosphere Reserve, in the state of Querétaro, the group brings together local communities, microenterprises, and partner organisations to protect endangered ecosystems and generate income through community-based tourism.
With 64 integrated local initiatives, the Sierra Gorda Destination offers authentic experiences that connect visitors to the natural beauty and culture of the mountain communities. The proposal goes beyond tourism: it is a social movement rooted in environmental education, fighting threats such as wildfires and extensive livestock farming, and building a solidarity-based economy. The project demonstrates that networking is essential to transform territories and ensure long-term sustainability.
Silver 🥈 – EcoNoronha – Noronha Socioenvironmental: Connections for Conservation (Brazil)
EcoNoronha, the concessionaire of the Fernando de Noronha Marine National Park, has led a management model for over a decade that integrates tourism, science, and environmental conservation. Partnering with projects like Golfinho Rotador, TAMAR, and Reef Check, the company works to protect endangered species, educate visitors, and train local residents.
In 2024, it organised the event “Noronha Socioenvironmental – Connections for Conservation”, bringing together institutions, researchers, and the community to discuss challenges and opportunities for preservation. With activities such as seedling planting, school workshops, and beach awareness campaigns, EcoNoronha strengthens its role as a vital link in building a sustainable future for the archipelago, combining science, tradition, and responsible tourism.
Bronze 🥉 – Colombia Handicraft Tourism Map – Artesanías de Colombia (Colombia)
The Colombia Handicraft Tourism Map is an initiative that promotes cultural tourism by valuing master artisans in different regions of the country. The project invites tourists to visit workshops, take part in craft classes, and learn about the processes, materials, and stories behind Colombian crafts. It generates visibility, income, and recognition for artisans, while offering immersive, educational experiences for visitors.
Led by Artesanías de Colombia, in partnership with the Ministry of Trade, Fontur, and ProColombia, the initiative aims to position artisans as key players in tourism and to strengthen their economies fairly and sustainably. The digital platform allows tourists to design their own itineraries, valuing the country’s cultural diversity and intangible heritage. The project reinforces the idea that every handcrafted item carries a living story, a face, and a community.
Bronze 🥉 – Santiago de Cali Tourism Secretariat (Colombia)
The Cali Tourism Secretariat has played a strategic role in responding to environmental destruction caused by illegal mining in Farallones National Natural Park. Together with partners such as USAID and WWF, it promoted the First National Forum on Regenerative Nature Tourism, bringing together experts, communities, and the tourism sector to seek sustainable solutions based on environmental regeneration and social inclusion.
With over 360 participants and a programme divided into theoretical, inspirational, and experiential sessions, the forum highlighted regenerative tourism experiences in rural areas, strengthening the commitment to a new model of territorial development. The Secretariat’s actions show how networked collaboration among government, civil society, and the private sector can transform environmental challenges into opportunities for cultural and economic appreciation.
Gold 🥇 – Mbya Civil Association for Tourism (Argentina)
The Mbya Civil Association for Tourism is made up exclusively of Mbya Guarani communities in the province of Misiones. Its goal is to strengthen Guarani cultural identity through indigenous community tourism, promoting genuine experiences rooted in their worldview. Activities include interpretive trails, traditional chants, visits to the sacred temple (Opy), and tastings of traditional foods produced by the community itself.
With a focus on sustainability, the association provides training, supports the development of new projects, and strengthens existing initiatives. The tourism model values community autonomy, respects their timing and organisational structures, and builds bridges between cultures. It not only helps preserve the Misiones forest but also creates dignified economic opportunities, keeping alive the traditions, language, and values of the Mbya people.
Silver 🥈 – Aldea Maya Xa’anil Naj (Mexico)
Aldea Maya Xa’anil Naj is an initiative led by women from the community of Santa Elena in the state of Yucatán. The project promotes culinary and cultural experiences that immerse visitors in everyday Mayan family life — from ancestral cooking to traditional medicine, craftsmanship, and the Mayan language, which the group proudly strives to preserve.
Activities include embroidery and hammock-making workshops, visits to milpas (traditional crop fields), culinary demonstrations, and encounters with melipona bees — sacred to Mayan culture. The project not only revives ancestral knowledge but also generates income for the women involved, promoting economic autonomy and strengthening traditions through an authentic, community-based tourism model deeply rooted in Indigenous identity.
Silver 🥈 – Lofpulli Turismo (Chile)
Lofpulli Turismo was founded on the Araucanía Coast with the mission of connecting the world with Chile’s Indigenous peoples through responsible and sustainable experiences. It is part of Llaguepulli Travel, an association of six Mapuche partners offering accommodation, gastronomy, cultural, and leisure activities. The focus is on tourism as a tool for exchange, valuing Mapuche culture and promoting local development.
The proposal is based on quality and authenticity, respecting ancestral knowledge while continually adapting to market demands. With strong collaboration among its members, Lofpulli embraces innovation without losing its roots, offering visitors experiences rich in symbolism and identity, in harmony with nature and Mapuche values.
Bronze 🥉 – Ecotours Boquilla, Community Tourism (Colombia)
Ecotours Boquilla is a community tourism project led by Afro-descendant fishers from the La Boquilla community, north of Cartagena. For over 20 years, they have promoted experiences that celebrate traditional cultural and productive practices — such as artisanal fishing, local cuisine, music, crafts, and dance — as forms of resistance to gentrification and government neglect.
The project not only aims to generate income but also to preserve the identity and territory of the community. Tourism becomes a powerful tool to ensure that younger generations remain proud of their roots, learn new languages, and stay connected to their land. With a strong intercultural focus, the project fosters a sense of belonging and encourages respectful dialogue between visitors and hosts, building bridges between cultures.
Gold 🥇 – Santa Cruz da Ponta da Serra Institute (Brazil)
The Santa Cruz Institute is a community organisation from the semi-arid backlands of Bahia that promotes community-based tourism focused on collective memory, backlands culture, and sustainability. One of its flagship projects is the Santa Cruz Ecological Sanctuary, which features a large cross and a chapel atop the hill, attracting thousands of pilgrims each year. The traditional Santa Cruz Pilgrimage, held for over 20 years, is the largest cultural event in the municipality of Adustina.
The Institute also offers educational trails, cultural workshops, and support to local artistic groups such as pífano bands and crochet artisans. It has also developed the “Dona Sertaneja Atelier” and a community orchard, generating income and strengthening the creative economy. With participatory management, the Institute promotes a tourism model rooted in the territory, which revives identities and transforms historical heritage into a driver of sustainable development.
Silver 🥈 – Nuevo Horizonte Agricultural Cooperative (Guatemala)
The Nuevo Horizonte Cooperative was founded in 1998 after the signing of Guatemala’s Peace Accords. Established by former combatants of the Rebel Armed Forces who settled on land lacking basic infrastructure, the cooperative became a model of collective reconstruction and solidarity. Through sustainable agriculture, social services, and memory tourism, it fosters economic development and social justice.
Today, the cooperative is a national reference in community-based tourism, receiving visitors interested in understanding the transition from war to peace. Travellers engage in educational, cultural, and productive activities, connecting with a story of resistance and rebuilding. Collective memory becomes a driver of development and a tool for community empowerment.
Bronze 🥉 – Cartagena de Indias Tourism Corporation (Colombia)
The Cartagena Tourism Corporation led a powerful initiative to restore Plaza de los Coches, one of the city’s most iconic heritage spaces, which had been affected by illicit practices such as commercial sexual exploitation and human trafficking. In just 58 days, more than 400 cultural activities were held, transforming the space into a family-friendly venue that celebrated local culture, reaching over 1.2 million people and receiving a 98% approval rating from participants.
This responsible tourism initiative restored the destination’s image and strengthened residents’ sense of belonging, bringing together public and private sectors. It not only tackled practices that threatened human rights but also established a cultural intervention model that promotes safety, inclusion, and the participatory, regenerative appreciation of Cartagena’s historical heritage.
