• The tourist spaces determine a new social reality and the future destiny of the localities in Mexico. The socioeconomic relationship that they establish personifies a new social sense, a grammar of the domain that influences the daily behavior of the people. New types of practice and social representation are produced and reproduced in relation to the tourist activity that in the locality establish antagonistic positions, that of the local community and that of an institutional imaginary of the instituting type, where the subjective and its semiotic interpretation make possible to understand different forms of ways of seeing, thinking and building the territorial space.