Objective:

To identify the role that the woman-tourism pairing has played in marketing and local development during the health contingency.

Methodology:

This is qualitative research of an exploratory-descriptive nature in which the population under study was selected by voluntary non-probabilistic sampling and the comprehensive analysis is based on the principles of the LEADER Rural Development Initiative.

Results:

Evidence is provided that, in the Local Action Groups associated with rural tourism, the disaggregation of economic activities allowed the areas that operated in a pandemic to meet the needs of those that did not open, thus generating a multifunctional benefit; In addition, the linkage and publicprivate collaboration through multisectoral alliances established in the initiatives of the development projects, contributed to the maintenance of ecotourism services and local commerce, 38% of women participated in decision-making and in the offer of tourist services, agricultural and agro-industrial products, handicrafts and typical dishes.

Limitations:

Given the sanitary measures established by the Mexican Secretary of Health, it was not possible to include all the women who participate in tourist activities in the Volcanoes Region.

Conclusions:

The implemented scalability strategies have strengthened the socioeconomic fabric in the region and promoted local development.

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