Abstract
The main purpose of this research is to show if the Barranca del Rio Santiago is a tourist attraction and ecotourism should be included in the Guadalajara brand, focused on national tourism. The research is exploratory and descriptive in nature, as it seeks to know if the Rio de Santiago Canyon is an ecotourism and tourist attraction so that it can be included in the Guadalajara brand. The analysis was conducted under a database issued by the state of Jalisco, which is the 2016 Yearbook of the State of Jalisco. SECTUR establishes in the latest competitiveness agenda of tourist destinations in Mexico that Guadalajara has a large number of natural destinations, including the Barranca del Río Santiago, this destination has a high ecological, recreational and landscaping value, which is very little known by the local population, and consequently it can become a new product for the ecotourism sector.
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