Tourism is industrial sector that has been strongly affected in the last year. Due to the new normal, and the needs to maintain the safety of visitors, restrictions especially for tourist trips have been decreased.

Mexico is positioned as the sixth most important destination worldwide, concentrating a significant and growing number of visitors worldwide. (OMT, 2018). Tourism GDP for Mexico contributes 8.7% in 2019 on the economy of the country but during the second and third trimester of 2020 the indicator decreased 47%, which is complemented by the growth of the original GDP for the tertiary cluster where it shows a growth of 2.87% in 2019 and decreased in 3.4% during 2020. With these parameters the impact of the tourism cluster on the generation of income that drives economic clusters and revitalize society. (Datatur SECTUR, 2019).

The present approach defines a strategic alternative on the execution of services in non-traditional clusters, being tourism a cluster with a new business vision and an alternative for local development, becoming an important axis that links industries and services energizing economy worldwide.

Applying mainly Porter´s models and tools to analyze and design a strategic initiatives and projects to revitalize the tourism in Mexican Southern area, and creating value chains to support and improve social development, is the main approach of this research. Using the Diamond model, five forces analysis, the cluster mapping and other significant tools, this paper presents a strategy to create a new growth model based on clusters development and the recommended creation of specific sub clusters.

The results of the research are a long term plan and the proposal of new policies to keep growing in region.