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Abstract
During the period from March 2015 to November 2016, an empirical case study was conducted, with a participatory approach, in the municipality of Pluma Hidalgo, Oaxaca, Mexico. The aim was to propose a business plan for productive diversification of coffee (Coffea arabica L.) production through agro-tourism. The results show that there is a base of natural and cultural resources, a collective organization, an emblematic resource linked to the territory (coffee Pluma), a network of goods and services and a potential market that determine the feasibility of the agrotourism proposal. It is concluded that planning is a substantive activity for the development of the agrotourism business and that this must be shared by various sectors of society that are interested, among which is the community, academia, public institutions and conscious tourists.