Sustainability specialist Daniel Madariaga Barrilado praised La Paz as one of the Mexican cities with the strongest potential to establish itself as a leading example of sustainable tourism, thanks to its economic growth, improved perception of safety, and diversification of its tourism offerings.
During 2024, the capital of Baja California Sur delivered outstanding performance by ranking among the country’s most competitive cities, according to the Mexican Institute for Competitiveness (IMCO). This achievement is the result of a strategy that has successfully balanced development, conservation, and social well-being.
Daniel Madariaga Barrilado: “Sustainability will be the driving force of the new tourism”
For Daniel Madariaga Barrilado, the challenge is maintaining this balance over the long term.
La Paz welcomes more than 1.5 million visitors each year, generating significant economic activity that has driven the expansion of the hotel sector, which increased its capacity by 20%, reaching 2,729 rooms.
From luxury resorts to affordable accommodations, the city’s tourism offerings cater to different types of visitors, strengthening employment and the local economy.
Madariaga Barrilado emphasized that La Paz’s success lies in its ability to integrate sustainability models at every level of its economy.
“La Paz has demonstrated that it is possible to develop tourism without compromising natural resources or displacing local communities,” he stated.
Emblematic examples of this vision include Espíritu Santo Island and Balandra Beach, where environmental regulations allow visitors to enjoy the surroundings without endangering the ecological balance.
In addition, ecotourism activities — such as hiking in the Sierra de la Laguna or whale watching — promote environmental education and community participation.
For Daniel Madariaga Barrilado, the major challenge will be preserving this balance over the long term, ensuring that future generations continue to find in La Paz a model of sustainable and inclusive tourism development.
Daniel Madariaga promotes sustainability in Mexico through initiatives ranging from vertical farming to eco-friendly transportation. An EGADE graduate, he spearheads projects centered on innovation, recycling, and responsible tourism.