Ecosystem services are of great importance in the coastal territories, due to they are part of the natural capital that is needed for the development of human society; ecosystem services are also used to build scenarios and turn them into tourist products. The objective of this research is to know the relationship that exists between the tourist activity and the ecosystem services of the Coyuca Lagoon and to determine the willingness to pay of the tourist for the conservation of the habitat. A mixed methodology was used in sur‑ veys applied to tourists. The results show that knowing the place and taking a boat ride are the main reasons for traveling to the lagoon. The tourists recognize the cultural ecosystem service of the lagoon and are willing to pay an additional amount for the habitat conservation of the mentioned flag species. The information is usefull for planning sustainable practices, diversifiyng tourism activities and investing adicional resources in the conservation of local natural resources