New Directions in Tourism in Guanajuato

Abstract

Post-Covid, an opportunity that presents itself is, the ability not to reset, but to significantly upgrade tourism from mass tourism to culturally sustainable and beneficial tourism in what Anna Pollock (2020) of Conscious Travels says is "not different software but a whole new operating system." This paper peers through the cracks, revealing small pockets of passion, resilience, and collaboration necessary for survival and upgrade to the emerging tourism model. The paper achieves this by discussing and providing recommendations for a regenerative tourism model in Guanajuato centered on local traditions, with educational and experiential experiences in areas of the state where tourism has not yet been developed. I will examine emergent locally-generated micro-initiatives that began during the pandemic, and which have generated benefits that will remain in the community.