One of the best ways to know and understand the roots of any culture is to participate in its festivities. The present investigation intends to promote the religious festival of the San Pedro and San Pablo Manabitas in the months of June and July, cultural manifestation of the cholo culture of the coastal of Manabí that together with the reference in tourism generates economic resources to the communities that celebrate these festivities, considering that a festival is essentially a socio-cultural event and implies the analysis of a social theory that complements the research. Based on the analysis of tourism potential, field research methods, documentary and bibliographical approaches were applied to conduct interviews and surveys carried out to the residents of the community. According to the analysis of the information, it was established that the residents are accessible to welcome visitors who wish to share their festivities. The Machalilla parish celebrates these events and at the same time promotes its natural resources, which is driving the construction of the Artisanal Fishing Port that generates new jobs in the sector.