Abstract
Sustainability is now seen as a strategy used to encourage tourism. The objective of this research is to analyse the success factors of sustainable tourism in the southern region of the State of Sonora, Mexico. The research was carried out in 2018. The methodology used was qualitative, explanatory and non-experimental, that is, a multiple case study (Guaymas, Isla Huivulai and Alamos). It was concluded that the natural and cultural beauty, security and accessibility, as well as the environmental protection of the area were rated as important by 20% of respondents. Moreover, the business profile of the residents of a particular location with tourism potential and the accessibility of the place were rated as important by 10%. The implications of this are that as sustainable tourism projects are implemented, a variety of aspects will have to be considered in the tourism programme, also ensuring good management in order to achieve suitable conditions. In addition, governments should be encouraged to offer facilities and regulations to contribute to the improvement of these projects.