The Transversal Neovolcanic Axis is the most important mountain range in Mexico. Made up of 36 Protected Natural Areas (ANPs), it is an instrument for the conservation of biodiversity and the generation of environmental services. Therefore, CONANP, through its Strategic Tourism Framework, seeks to ensure by 2030 the sustainable use of natural resources and cultural heritage.
In this framework, the main objective of the initiative 'Biodiversity Conservation in the Neovolcanic Axis' (COBEN) is to strengthen alliances and key actors to promote ENV as a Sustainable Tourist Destination. During the LMM monitoring period, through the Market Ready Model, it has been possible to influence 14 actions of the Subregional Mountain Tourism Plan framed in 5 lines of work, which are described below.
Co-design the Destination Brand "Neovolcanic Axis". With several key actors in the region (a total of 200 people), the representative elements of the destination that should be included in the brand were identified. Based on them, multiple proposals were made and sent for feedback and voting. Finally, the last validation was in charge of the CONANP and the CPA.
Community of Practice and Learning (CPA). This line of work was one of the most challenging of the project, but the one with the greatest potential for impact. The CPA is projected as an intersectoral body that ensures the collaborative governance of the ENV to promote Sustainable Tourism in its ANP. To date, it has not only managed to self-organize and share experiences, but also to have face-to-face spaces for coexistence, dreams and concrete ambitions to give voice and strength to all the interests that are part of the destination.
Cultivation of sustainable nature tourism ventures and strengthening of destination managers (CONANP). The Market Ready Model seeks to generate certainty in the value chain of the tourism sector and for this, a training and support process was carried out with 15 tourism companies (in two generations of cultivation) and 20 destination managers. The attendance, commitment and active participation of both groups of participants allowed optimal results, covering a total of 7 federal ANPs. Likewise, the construction of 36 conceptual prototypes of tourist experiences was achieved and their commercial validation through 62 commercial appointments between companies and allies; and the realization of more than 4 prototypes by the managers to innovate in the regulation of visitation and OSTAN.
Preventive, informative and interpretive signage for ANP. The APFF Nevado de Toluca and the PN Lagunas de Zempoala were selected as pilot areas for the development of signs that guide visitors towards the desired behaviors. 20 signs were designed for each ANP, 1 digital map with the location of the sign and the corresponding recommendation documents.
Destination communication. All the necessary elements to disseminate and position the ENV were designed, elaborated and enlisted: 24 images / gifs / videos, a grid of suggested texts and relevant hashtags for each of the publications; minute by minute schedule of the press conference, list of the media that will be invited, draft invitations, etc.
