Empowering Women and Youth through Cultural Tourism
Location: Pachar community, Ollantaytambo District, Urubamba Province, Cusco Region
The Project – In 2023, Turismo Cuida launched Pachar Pueblo Mural in the district of Ollantaytambo (Cusco), transforming 34 homes and the local church into murals that tell stories of ancestral agriculture, Andean cosmovision, and cultural resilience.
The initiative revitalized community pride, increased visitor interest, and generated new income for local families. With support from the LATA Foundation, Phase II seeks support to expand artistic, training, and tourism experiences that reinforce local identity while promoting sustainable visitation.
Project Components
- Creation of 20 new murals co-designed by local artists, women’s associations, and youth groups.
- Development of a community tourism route integrating mural storytelling with local workshops (ceramics, weaving, gastronomy).
- Training for residents on visitor management, guiding, and mural interpretation.
- Implementation of interpretive signage, promotional materials, and sustainability workshops.
Project Aims
- Equip youth and women with practical and creative skills to manage associations or cooperatives.
- Design community-based tourism products to diversify family income.
- Consolidate Pachar as a model of cultural and sustainable tourism in the Sacred Valley.
General goal: To contribute to the socio-economic inclusion of underprivileged youth and women in Pachar while preserving and promoting their cultural heritage.
Expected Outcomes
- 60 residents trained, with at least 70% women and youth
- 3–4 market-ready tourism products launched
- 20 new murals added to the community route
- 30% increase in household income from tourism
- Pachar integrated into LATA and Tourism Cares’ Meaningful Travel Map
Beneficiaries
- Direct: 357 individuals (72 youth and women)
- Indirect: ~12,000 residents of the Ollantaytambo District
- Families impacted: 120 families (INEI 2017)
Why we are supporting this project – We were delighted to be introduced to this project. Promoting youth, women’s and community empowerment through sustainable tourism aligns with the LATA Foundation’s mission. Pachar is on the main route between Cusco and Machu Picchu, making it an attractive option for tourists visiting the Sacred Valley.
The mural project transforms the community into an open-air gallery, connecting local art and culture to responsible tourism practices. The local community set priorities, participate in mural design and route creation, co-create murals with local artists, and women’s groups manage visitor services such as food and crafts.