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For the Rio Sonora Region, tourism is considered as an attractive option of regional development, as well as a challenge for the management of its natural and cultural heritage. The communities in the region have been losing economic dynamism particularly since the last decades, as showed by the region's struggling primary sector, and a declining population rate provoked by the lack of economic alternatives. This paper looks at the opportunities and constraints presented by natural and cultural factors of that region, as the foundations of a sustainable tourism development strategy. The results of this work indicate that the so-called Ruta del Rio Sonora largely represents an itinerary based on an area with a remarkable historical-cultural contents, which is defined particularly by the visitors market. It is the significance of such legacy alongside a natural environment, what makes a unique region, and constitutes an important part of its scenery. Thus, there is a need of recognizing the value of the region's natural, historic and cultural resources in order to enhance the tourist product development, in particular, the sustainable management of the region in the long term. [ABSTRACT FROM AUTHOR]