OPPORTUNITIES AND CHALLENGES FOR TOURISM IN PÁTZCUARO AFTER COVID-19

Abstract

Patzcuaro, Michoacan, named "Pueblo Magico" in 2002, boasts of being one of the most attractive places in
Mexico for tourism. Pre-Hispanic, colonial and modern history converge in it; its traditional architecture,
natural beauties, festivals, traditions, gastronomy and other cultural productions, in addition to its privileged
location, being close to other tourist destinations. However, the problems arising from the health contingency
caused by Covid-19 and the virus itself will test its ability to demonstrate its worth and resilience. The tourism
sector in particular must be part of a “new normal”, identifying the strengths of the market and the needs of
visitors, innovating products and services, adopting investment and promotion strategies, attending to social
distancing and hygiene measures, adapting spaces physical, among other measures to get ahead. The
following work shows the impact of Covid-19 in a small town dedicated to tourism in México, it corresponds
to an exploratory level, that includes an observational research, retrospective and cross-sectional to inquire
about effects and possible future scenarios from a prospective approach, being a qualitative phenomenological
and hermeneutical study.