Resumo: Given the various strategies to boost the domestic market in Mexico, an analysis of both the economic conditions that are at the base of tourism and the structural conditions of the domestic market is necessary. To this end, a general review is made of mechanisms and organizations that over the last decades have focused on domestic tourism, and of studies related to the travel dynamics of Mexicans. Through documentary and statistical analysis, and from an economic consumer approach, the reality and potential of the domestic tourism market is discussed. As a result, an estimate of the tourism pyramid inMexico is reached, finding a large segment of the population outside the tourist dynamics. Some ways are proposed to promote greater inclusion through the revitalization of structural relationships, as a mechanism to promote social tourism from demand and solidarity tourism from supply, rather than through market penetration strategies. It is based that the largest proportion of the potential internal market is at the base of the pyramid, so only with the improvement of the economic bases that make consumption possible can a strong internal tourist market be achieved.
