Today’s modern Yucatecan culture revolves around beautiful sun swept beaches and hotels. But much of its rich, longstanding regional history is being lost as many people from rural communities migrate to the cities to find work and leave their roots and cultural background behind. Alongside this, the discrimination which still exists in Mexico towards those of indigenous origin, means that people can feel ashamed of their origins and miss out on learning about and keeping cultural elements such as speaking Mayan or learning an artisanal technique.

In Mayan communities, more than 3000 people are employed to make artisanal products, and according to the Mexican Secretary of Economic Development, 80% of the artisans in the tourism-oriented state of Quintana Roo are women.  However, those who stay in rural communities find that their work isn’t valued or paid competitively. Reports from the National Women's Institute indicate that one of the biggest problems faced by female artisans is the commercialisation of their merchandise due to lack of business knowledge, lack of geographical mobility and little or no regulation on the purchase and sale of artisanal products. Artisans in rural communities also find it difficult to access high quality materials and find new suppliers.

To support these artisans, the first phase of the TUI Colourful Cultures Mexico programme was rolled out between 2022 and 2024 in partnership with Donia Way. During this initial stage, an ambassador character, ‘Way Tun’, was created. This cartoon character represents indigenous Mayan culture and promotes knowledge and awareness through social media and printed materials. Artisanal products are also sold under this unique brand identity, including traditional Mayan clay and stonework, indigo dyes, jipijapa fibre products and local Melipona honey. In total, five creative SMEs were supported and over 30 independent artisans in rural settlements were able to secure a stable livelihood from their respective traditional crafts.

The TUI Care Foundation has now initiated the second stage of the programme. During this new phase, technical support and skills training are provided to 50 female artisans from five Mayan communities. This includes the improvement of artisanal techniques and product quality as well as workshops on business skills such as pricing, marketing, branding, and sustainable production practices that align with eco-conscious consumer demands.

The programme also organises 13 events, which include a fair for artisans in the Yucatán Peninsula to promote and sell their work under a fair-trade framework.

Five interactive, artisan-led tourism experiences are throughout the project to connect tourists with these artisans. These experiences combine hands-on workshops about traditional techniques such as gastronomy, embroidery or other handicrafts with guided tours of artisan villages for an authentic cultural immersion of holidaymakers. Partnerships with rural tourism schools are established to involve students in the design and management of these artisan-led tourism experiences, providing low-income students with practical training and employment opportunities.