Sustainable tourism in Ecuador, particularly in the parish of Saraguro, located in the southern region of the country, represents a manifestation of the relationship between cultural heritage and heritage tourism. This qualitative, exploratory study examines how the Saraguro community has integrated the Andean cosmovision of “Sumak Kawsay” (Buen Vivir) into tourism activities, highlighting the sociocultural significance of their practices, worldviews, ways of life, and, above all, the potential for the development of heritage tourism. Through semi-structured interviews with community leaders, school teachers, and museum guides, as well as participant observation, the study identifies key elements that shape the tourism experience in the region, ranging from the preservation of sacred sites to the revitalization of ancestral traditions. Heritage tourism in Saraguro is structured around the preservation of its customs, mythologies, art, gastronomy, and festivities, enabling both visitors and locals to establish an authentic connection with the living history of the community. However, this type of tourism faces significant challenges, such as the overexploitation of natural resources, the threat of gentrification, and the need to implement strategies that allow the community to manage its tourism autonomously, without dependence on external interests.