Today’s modern Quintana Roo 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 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 to high quality materials and find new suppliers.

TUI Colourful Cultures Mexico aims to address these challenges by creating a sustainable business model that promotes cultural identity in the region and fair trade for artisans. Technical support and skills training will be provided to seven Mayan communities which include ten independent, indigenous artisans and twenty female artists. Through the creation of an ambassador character, “Way Tun”, indigenous Mayan cultures will be represented and preserved, and artisanal products sold under one brand identity.

The Way Tun brand will be legally registered and copyrighted, and promoted at international tourism events, festivals and fairs. This will link artisans with more profitable markets and sales opportunities for their local, handcrafted goods.