Digital volunteering for community tourism: a success story in Maya K’an 

At HBX Group, we believe in the transformative power of sustainable tourism when paired with technology and collaboration. That belief is at the heart of our Think Big programme, launched in 2023, we collaborate with rural communities to develop sustainable micro-destinations, equipping them with business tools and digital capabilities to strengthen their local tourism initiatives.

 The programme not only promotes alternative travel routes that respect ecosystems and cultures—it also connects HBX Group employees with purpose-driven projects that generate tangible impact in underserved regions.

As a B2B company operating at the intersection of travel and technology, HBX Group is uniquely positioned to support digital transformation in tourism. One of the latest milestones of Think Big is a three-month digital corporate volunteering initiative, wich led to the creation of a new digital platform for the Caminos Sagrados network of Mayan community tourism cooperatives in Maya K’an, Quintana Roo, Mexico - communities we’ve been working with since the very beginning of the project. This initiative was carried out by HBX Group volunteers and our colleagues at Roiback, a company within HBX Group specialising in digital solutions for the hospitality sector, in close collaboration with Amigos de Sian Ka’an—an NGO with whom we’ve collaborated to support local communities in the region through.

Empowering communities through technology 

The launch of the Caminos Sagrados website marks a turning point for the Maya K’an cooperatives: a purpose-driven digital space that enables them to manage tourism independently, connect directly with travelers, and present their experiences in a way that reflects their values and identity. These cooperatives, deeply connected to their natural surroundings, cultural heritage, and ancestral traditions, do not seek mass tourism. Their model is built on respect, authenticity, and sustainability. Yet, the digital divide had long limited their visibility and hindered their ability to manage tourism flows consciously. 

This initiative strengthens community tourism in multiple dimensions: 

• Visibility, credibility and new opportunities: A digital presence expands reach to national and international audiences interested in responsible travel. It also enhances institutional credibility  and legitimacy of community tourism among agencies, clients, and partners, and opens doors to collaborations and market trends previously out of reach.

• Direct access to travelers: The booking engine enables communities to manage their own reservations, eliminating the need for intermediaries. 

• Community empowerment and digital autonomy: The website becomes a self-managed revenue channel, reducing dependence on external sales platforms and fostering technological autonomy. The initiative also strengthens grassroots projects by providing real tools for economic and social autonomy, supporting long-term self-management and community-led development.

• Strengthening local narratives: Communities can tell their stories in their own voice, reinforcing cultural identity and values. 

• Sustainable and conscious tourism management
  The tool helps regulate visitor flows, avoiding overcrowding and promoting respectful, meaningful experiences. It supports fair income generation, environmental protection, and intercultural understanding through community-led tourism. 

• Potential integration into HBX platforms: These experiences can eventually be offered through HBX Group’s distribution channels, creating added value for both the destination and the traveler. 

Watch the video by Maraí Tello, Coordinator of the Sustainable Tourism Programme at Amigos de Sian Ka’an, to learn more about the initiative. 

Skills with purpose

Employees from different areas of the company joined the initiative, offering their time and expertise to support the creation of content, structure, and functionalities for the website—always accompanied by the support of our colleagues at Roiback. 

Everything was done remotely, collaboratively, and with a respectful approach towards the communities. Moreover, this type of initiative reinforces the inclusive and participatory nature of corporate volunteering, enabling people from different locations and backgrounds to contribute—without geographic or logistical barriers. 

This initiative strengthens community tourism in multiple dimensions: 

• Knowledge transfer: Employees from Roiback and other HBX Group teams shared their expertise to support local communities.

• Cross-cultural learning: The initiative fostered collaboration across cultures and enhanced professional skills.  

• Purpose, pride and engagement: Volunteers felt proud to contribute to a project with real social impact. Aligning personal values with company actions deepened their connection to HBX Group.

• Inclusive format: Remote volunteering enabled broad participation across teams and locations. 

And we’re not stopping here—we’ll keep working alongside communities to strengthen their tourism initiatives, supporting them and sharing knowledge in a collaborative way.