Maya heritage is embraced throughout Yucatán as a crucial component of tourism promotions. This, coupled with an emphasis on multiculturalism, makes the state itself a local actor in the marketing of Maya identity through the creation and funding of community-based tourism projects. This article discusses the shifting role of the state in shaping these communities, referencing a Maya village in the Mexican state of Yucatán as the context. The aim is an understanding of the articulation of local tactics to conceal cosmopolitanism while remaining competent in the eyes of funding agencies and the strategies employed by the state that reinforce the importance of performance for tourists. The desire on the part of state creates situations in which individuals are expected to exist in concurrent states of authenticity and modernity, as both traditional and cosmopolitan.