Wixárika culture, also known as Huichol, is one of the most diverse among Mexican indigenous peoples. For them, material life intertwines with the spiritual throughout their journey. This characteristic is observed in the rituals of gratitude to the land they inhabit, which is not merely considered physical terrain; according to local tradition, the people are part of the territory just like the soil, plants, animals, and waters. Their spiritual connection with nature is sacred and worthy of reverence, evident in their sustainable habits for environmental preservation.

Their social organization is characterized by the wisdom of elders and spiritual leaders, the shamans, who act as guides and guardians of traditions concerning the spiritual world. This way of life strengthens the bonds among tribe members and ensures the continuity of their customs, as younger members, upon growing and acquiring the necessary experience, step into the roles left by the elders.

Their culture is a living testimony of the relationship between indigenous peoples from various parts of the world and their territory—a connection that transcends land as a source of raw material for humans, instead considering humans as a living and interconnected part of it.

The Riviera Nayarit region hosts the largest portion of the Wixarika people, making the area a preservation point. Encompassing areas like the Sierra Madre Occidental mountains and adjacent coastal lands, these areas are considered sacred by locals due to their rich biodiversity and spiritual significance.

The relationship between indigenous peoples and residents is characterized by collaboration and mutual respect. Local authorities and tourism companies often collaborate with the Wixarika to promote responsible tourism and ensure that their customs are respected and valued. However, there are significant challenges, such as pressure on the environment and traditional ways of life due to tourism and urban development. Finding a balance between economic development and cultural preservation is essential to ensure a sustainable future for both communities and the environment.

At the Iberostar Selection Playa Mita, located in Mexico's Riviera Nayarit, guests experience a true immersion into the Wixarika culture. The resort has developed a long-term, healthy relationship with the local people, as a strong pillar of Iberostar is to develop and promote sustainable tourism around the world. The resort strives to incorporate authentic elements of the local culture into its offerings, providing guests with a genuine immersion into the rich heritage of these indigenous people. Art exhibitions, shows that value and showcase the culture, and a variety of dishes on the menu not only celebrate but also respect and preserve the uniqueness of local traditions.

Furthermore, the partnership between the Iberostar Selection Playa Mita and artisans reflects a tangible commitment to social responsibility and sustainability. By supporting fair trade initiatives and promoting shared prosperity, not only enriches the guest experience but also contributes to the sustainable development and preservation of local communities. This approach demonstrates a deep understanding of the importance of preserving and valuing indigenous cultural traditions while promoting responsible and conscious tourism, reinforcing the commitment to the responsible use of natural resources and learning from the local people about not just regarding land as a mere source of raw material and physical territory but also as a part of it.