José Luis García

The state of Oaxaca is one of the most economically depressed in Mexico, and this has been recently aggravated by various geopolitical and ecological events that make the lives of its inhabitants even more precarious. There is a strong interest in accelerating the state’s development with sustainable alternatives. Within the neighbouring communities of La Ventanilla and La Escobilla in the Coast of Oaxaca, the promotion of the protection and productive use of sea turtles through ecotourism has been introduced. However, the two communities have observed different socio-economic development rates. This article aims to analyse these two case studies and why La Ventanilla has made ecotourism its livelihood, whereas, in La Escobilla, it has been a source of problems. The objective is, therefore, to analyse the evolution of their ecotourism initiatives and draw a comparison between both communities to understand the differences. This objective was evaluated through surveys, expert observation, and subsequent SWOT analyses (Strengths, Weaknesses, Opportunities and Threats). In the next step, TOWS Optimum Strategic Alternative matrices were created to establish strategies for future proposals. The authors found a clear disparity between the two communities in terms of Strengths—La Ventanilla is 55% higher than La Escobilla— and Weaknesses—La Escobilla is 43% higher than La Ventanilla. The possible suggested causes could be “sanctuary status”, “urban planning”, “different origins of the problems”, “diversification of the ecotourism product”, and “external focus”. Consequently, community empowerment, sustainable urban planning, the creation of a diversification plan for ecotourism activities, or a dissemination strategy, in addition to project proposals with external research organisations and NGOs, are considered essential strategies for the success of the ecotourism plan and thus for the sustainable development and conservation of sea turtles.