Mexico’s Gulf of California is one of the most biodiverse ecosystems in the western hemisphere, and among the most beautiful. Its proximity to the USA has made it a magnet for developers of tourism and real estate, which has put pressure on the fragile terrestrial and marine ecosystems. La Paz Group, in partnership with Stratis (Australia) and COBI (Mexico), was contracted by World Wildlife Fund (WWF) to provide a strategic plan to counter this pressure with a more sustainable model of development. completion of this plan. This plan served as one of the inputs for an evolving model for Sustainable Coastal Development, to be applied by WWF in marine biodiversity hotspots around the world.