TUI Colourful Cultures Mexico aims to support the integration of the indigenous Mayan community into the value chain of tourism and create an ambassador brand for the state of Quintana Roo. The brand will reflect local and national cultural identity, promote sustainable tourism and create a line of products produced by independent artisans and small businesses benefiting marginalised groups and the local economy.
Economic development in the Quintana Roo region of Mexico has traditionally been heavily based on mass tourism and foreign investment. Alongside this, local indigenous communities have started to become economically marginalised, leading to socioeconomic inequality and a loss of cultural identity.
The project will focus on two areas. Firstly, the conception and positioning of the newly developed brand character Way Tun as a tourist and cultural ambassador of Quintana Roo and its indigenous communities. Secondly, the creation of a line of Way Tun tourist products produced by micro, small and medium-sized local companies, as well as by artisan communities from the region.