Ecotourism and “emotional economy” conserve Mexican mountain region
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In Querétaro, Mexico, Pati Ruiz Orozco and local communities established the Grupo Ecológico de la Sierra Gorda (GESG) in 1987 to protect the Sierra Gorda region.
Ruiz Orozco, a former music teacher, moved to the mountains and worked with residents to raise awareness about biodiversity and build a grassroots movement for conservation. In 1997, their efforts led President Ernesto Zedillo to declare the area a Protected Natural Area and appoint Ruiz Orozco as its federal director.
Today, the Sierra Gorda encompasses 383,567 hectares and supports over 100,000 people living in 638 communities. The GESG has fostered a network of around 65 community-based ecotourism microenterprises. These businesses provide services like guided hikes, cultural experiences, lodging, and meals, employing three hundred families and groups. They also showcase local crafts such as cheese making and embroidery, turning the region’s natural beauty and biodiversity into economic opportunities. The GESG also addresses logistical challenges like waste management.
They have built and equipped over 170 community collection centers, which gather 9,000 tons of recyclable materials annually. Communities contribute to natural regeneration on 50,000 hectares and receive funding through the Sello Querétaro program, a state government initiative that taxes polluting businesses. Ruiz Orozco describes this approach as an “emotional economy,” built on values and feelings that sustain long-term conservation efforts.
