Objective:

To analyze the tourism development potentialities of Ures, Sonora, Mexico, in relation to the architectonic components of the town´s urban image, as well as the perceptions of the different actors in the tourism sector.

Methodology:

This is an exploratory-descriptive study; the technics used included the application of a tourist survey, semi structured interviews; also, a participative workshop was held with local residents.

Results:

In general, the valorization of visitors to Ures as a destination image has a different connotation to that perceived by local residents. To the latter, the meaning is more profound, arguing that the original constructions contain important aspects of their cultural identity, which cannot be expressed by other means. The rise of Ures architectonic heritage is strongly linked to its historic and economic development; in spite of the recognition of the importance of this legacy, at present most of the buildings are in open detriment.

Limitations:

This paper offers a first approach to the study of urban image related to tourism in Ures; nonetheless, a more detailed evaluation of each historic legacy element should be carried out, as a basis of design and implementation of projects of tourism development focused on this type of resources.

Conclusions:

In order to take advantage of the opportunities offered by tourism, among other things, it is necessary to adjust and revalorize the tangible resources of Ures´s historic legacy, through and effective articulation of the different actors in the tourism activity. The town of Ures, being the main entrance to the Region of Rio Sonora, could stimulate considerably the sustainable tourism development of this large area.