ABSTRACT
Cultural experiences nowadays constitute the basis of leisure and function as a repository of the values of modern society. This chapter focuses on the Guelaguetza festival, held yearly in Oaxaca, Mexico, and whose origins can be traced back more than 500 years. Located in the southern portion of North America, Mexico represents the interface between two major biogeographical zones, and due to its great number of species, it is considered to be a megadiverse country. Guelaguetza is a Zapotec word which can be translated as 'to share' or 'to cooperate'. Architectural additions to the city are also clearly related to tourism activity and specifically to the Guelaguetza festival. Traditional cultural attractions include tangible heritage and activities where the visitor is a simple consumer, while creative tourism implies participation and experience. In this sense, social performances and intangible heritage increasingly play a leading role as tourist attractions by themselves.
