Sustainable Riviera Maya (SRM) is an NGO, founded in 2009, with the mission to make sustainable tourism the primary engine for development, wealth and the engine of peace. At the same time SRM makes efforts to preserving natural treasures, local culture and society. Additionally, SRM strives to provide a linking platform that fosters congresses, seminars, training and certifications. Along with international standards adoption processes in sustainable strategies, and solution/action plans in the Riviera Maya, involving all the stakeholders in the tourism sector. SRM generates opportunities in order to increase the consciousness of sustainability as a real path of human beings remembering their greatness, loving nature, respecting culture and generating wealth, from within.