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Given the importance of the City of the Tree in the university environment as a lung in the sector and that benefits the entire community, the project is presented: Development of Competencies in the Promotion of Tourism Resources for the establishment of Sustainable Strategies. It was designed with the objective of strengthening in students the competencies for the elaboration, design and application of enriching and dynamic projects oriented towards Natural Heritage, and the development of Nature Tourism. For this, it was necessary to start with an investigation and analysis of the inputs, human and institutional resources, to develop activities and experiences of tourism benefit. The methodology used was based on an exploratory type of research, reflected in a mixed approach, which began with visit and observation in situ. The results of observation, interviews and the application of the survey are presented, which allowed to know the interest and availability of students and teachers regarding the substantial contributions that contribute to integrative projects, or seedbeds that can continue contributing to the benefit of the tourism promotion of the area, through graphic design, marketing and dissemination of tourist projects. It is concluded that the project Medicinal Trail in the City of the Tree, is aimed at contributing to environmental education and ecological practices through tourist activities with students, while contributing to sustainable development, through tours, hiking, as well as educational activities. Likewise, the formulation of graphic signage, promotional material, maps of the trail route, and convincing through graphic promotion among the main actors is proposed: university community and the community, contributing to ecology and environment, and to Natural Heritage that requires immediate actions due to the urgent need to counteract environmental deterioration.
