The Cuxtal Ecological Reserve (CER) provides environmental services to the city of Mérida, Yucatán, one of which is the provision of water. In recent years problems of pollution and demographic growth have threatened the stability of the reserve and therefore, through the contingent valuation method, the willingness to pay on the conservation of water resources from CER was estimated. The study had a quantitative and cross-sectional approach used a sample of 298 households from different areas of the city of Merida, Yucatan. For data analysis , descriptive statistics and a regression model for censored variables were used. Results indicate that 64% of the population is willing to pay for the conservation of the resource with an estimated monthly amount of $ 151.00 MXN, being the variables such as age, family size, size of the house and geographical location of the house the ones that have the greatest influence on the willingness to pay.