Empowering heritage: How Belizean women are reviving ancient Mayan culture

In a world where heritage often becomes a commercialised afterthought, the San Antonio Women’s Cooperative (SAWC) stands as a testament to cultural preservation, empowerment, and environmental care. Since 2000, this Belizean cooperative has given women the platform to keep Yucatec Mayan traditions alive while creating sustainable economic opportunities. Here, tourists don’t just watch a culture—they experience it, from pottery-making to traditional cooking, beading, and even Mayan language classes.

“Our mission is simple yet powerful,” explains founder Timotea Mesh. “We’re here to preserve the Yucatec Mayan culture, empower local women, and protect our environment.” But it did not start as the bustling cultural hub it is today. The roots of the cooperative date back to a few small pottery and craft workshops. Led by Timotea, a group of local women saw a way to celebrate their cultural heritage while creating economic opportunities. “We wanted something lasting, not just for ourselves but for the next generation, so they would know where they came from.”

Starting with modest beginnings, the cooperative expanded as its founders recognised Belize’s potential for cultural tourism. It was not just about tourism, though; it was about authentic immersion. For those who come to SAWC, the experience goes beyond observation. “Visitors engage directly with our traditions, learning hands-on,” explains Timotea. “What we offer is a connection to the values of our culture, not just its physical expressions.”

Navigating challenges and triumphs

Running an SME rooted in cultural tourism comes with unique challenges. “Our biggest struggle is financial sustainability,” says Timotea. Marketing to a broader audience and maintaining their facilities to meet growing demand remain constant uphill battles, especially with the ever-present challenge of securing funding. Like many in the tourism sector, SAWC felt the impact of the pandemic keenly, as they had to adapt their operations to a drastically reduced income stream. But the pause brought by the pandemic allowed them to reflect and recommit to their goals, strengthening community ties and, in the end, re-emerging with greater resilience.

Through these challenges, SAWC has achieved some notable milestones. Their cooperative now has 12 dedicated members, an accomplishment they are proud of. Additionally, they have passed the Good Travel Scan recognition with a commendable score of 79%, reflecting their commitment to sustainable practices. “Our scholarship program for young girls is also close to our hearts,” adds Timotea.

Sustainability and uniqueness

With many tourism businesses capitalising on cultural experiences, how does SAWC stand out? “It’s our deep connection to the Yucatec Mayan culture,” she shares. “Unlike many tourist ventures, we don’t just show our culture—we immerse people in it.” Their focus on sustainability, using locally sourced materials, and reducing waste, adds another unique layer.

This attention to authenticity resonates well with their audience, who have become more eco-conscious over the years. While initially catering to tourists seeking unique experiences in Belize, SAWC has broadened its base to include residents and students. “People today, especially eco-conscious travellers, look for businesses with environmental and cultural commitments. Our mission naturally aligns with these values, and that’s helped us grow,” says Timotea.

Though not utilising AI yet, SAWC has successfully leveraged the power of social media to share their story. Platforms like Facebook and Instagram allow them to reach a global audience, sharing photos, videos, and testimonials that make their work come alive for potential visitors. “Social media lets us tell our story and connect with people before they even set foot here,” she says. Beyond social media, word-of-mouth and online travel platforms have been invaluable, highlighting the cooperative’s authenticity and commitment to sustainability.

Community collaboration is central to SAWC’s mission. Partnering with local tourism businesses such as tour operators, resorts, and guides, they expand their reach and enrich visitor experiences. “We’ve also collaborated with schools and community groups, deepening our community roots and fostering educational opportunities.” This collaboration not only helps SAWC grow but also strengthens the cultural network of Belize, creating a unified front for sustainable, cultural tourism. “We stay updated by attending local tourism and sustainability workshops, networking with other small businesses, and keeping an eye on emerging trends in eco-tourism and cultural tourism. We also listen closely to feedback from visitors, which helps us adapt and improve our services.”

Vision for the future

The team at SAWC sees tremendous potential in cultural tourism, with growth opportunities around every corner. Over the next three years, they hope to expand their facility, increase the range of experiences, and bring in more visitors. “We need funding for infrastructure and marketing resources to reach our goals,” explains Timotea. With this support, SAWC envisions creating a larger cultural haven where Mayan traditions thrive and evolve alongside modern tourism.

They also see a role for the global travel sector in helping small businesses like theirs. “If large travel brands highlight small, community-based initiatives, it could amplify our reach and provide mutual benefits. More people could experience sustainable tourism that genuinely respects and values cultural heritage.”

In reflecting on their journey, Timotea shares advice for other SMEs in the industry: “Stay true to your values and your unique offerings. Build strong community ties, and embrace sustainability; it’s what sets you apart.” She stresses the importance of staying adaptable as the sector changes and making use of digital platforms to broaden visibility.

The San Antonio Women’s Cooperative is not just preserving culture; they are creating a sustainable future for their community, one pottery class, one cooking workshop, and one eco-friendly practice at a time. Their work is a powerful reminder of the impact of heritage when it is nurtured and shared authentically. In a fast-moving world, the SAWC invites us to slow down, connect, and appreciate the wisdom and traditions of those who came before.

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