Capulálpam de Méndez is an ancestral town located in the Sierra Norte region of Oaxaca, Mexico. Its name, derived from the Nahuatl language, translates to “Land of the capulin tree,” reflecting the area’s abundant presence of this tree. Designated as a Magical Town by the Mexican Ministry of Tourism in 2008, it is home to Zapotec people, the third largest indigenous group in Mexico.

The town’s natural resources have enabled the growth of rural tourism, which complements and diversifies forestry and other primary economic activities. Capulálpam aims to establish itself as a sustainable destination through a circular and solidarity economy that fosters cultural preservation and sustainable production practices. Due to its favourable geographical position, Capulálpam boasts a rich natural heritage alongside its tangible and intangible cultural assets, including vernacular architecture, traditions, cuisine, festivals, crafts, dances, and music.

The community governance model is distinctive, preserving culture through a system of “uses and customs.” Efforts are underway to develop rural community ecotourism, promote local investment, strengthen tourism service providers, integrate tourism products, and implement traditional and digital marketing strategies.