The municipality of San Marcos is an area of great economic potential and has a privileged geographic location. Despite this, San Marcos presents serious economic, social and environmental problems, since its subsistence is based on the exploitation of natural resources, greatly affecting the ecosystem and the sustainable development of its inhabitants. This study consisted of analyzing tourism experiences in regions similar to San Marcos, identifying how value chains have been formed in the tourism sector through the study of the main actors, problems identified, strategies created and achievements obtained. On the other hand, cases were studied where the effects have been negative, but which also become situations to create awareness of the importance of caring for natural resources, in order to avoid actions that generate direct impacts on the ecosystem, knowing the benefits of this sector of the economy, which can help to propose alternatives that promote sustainable development in the region, the generation of employment and the improvement of the quality of life of its inhabitants.