This study was conducted in the ejido of León Guzmán, municipality of Lerdo, Durango, with the aim of designing a model for promoting rural tourism as a sustainable alternative for the economic development of the community. The proposal seeks to generate marketing opportunities for a group of women entrepreneurs engaged in the production of preserved chilies, jams, traditional Lagunera food, and other local products. In the current context, where cities offer fewer and fewer opportunities for interaction with nature, rural tourism has had a positive impact on agricultural areas by diversifying employment, strengthening cultural identity, and revaluing work in the countryside. The research was conducted through a case study with a qualitative approach, supported by principles of strategic management. The results show that the León Guzmán ejido has competitive advantages derived from its location on Federal Highway 49, the constant flow of visitors to the Francisco Zarco Dam, and the gastronomic and traditional knowledge of local producers. The proposed model contemplates the integration of local products into tourist experiences, the design of promotional strategies, and links with educational and government institutions. It is concluded that its implementation represents a viable alternative for sustainable rural development as it promotes female empowerment, promotes women's empowerment, economic diversification, and contributes to the preservation of the cultural and natural heritage of the Comarca Lagunera region.
