Abstract Forests and farms are often replaced by counter-urbanization, in which people move from urban to rural areas, causing the progressive growth of rural areas beyond cities. This article delves into the counterurbanization process in the peri-urban forest of Guadalajara, Mexico known as “Bosque La Primavera'' (BLP), discussing three key elements: (1) the absence of a forest buffer zone, (2) the shift from agricultural to industrial and tertiary activities, and (3) green tourism and neo-ruralism moving to the countryside. A mixed methodological approach based on the Theory of Change (ToC) was used. Data was collected from an organization implementing a forest conservation program in 2020 and 2021. Twelve interviews were conducted with brigade members and academics. From the counterurbanization perspective, this study illustrates how unregulated urbanization, land use changes, and green tourism have all contributed to the progressive degradation of forest reserves in the BLP. Due to the growing links between urban and rural areas, rural economies in peri-urban forests are gradually being replaced by industrial and tertiary practices, whereas tourist amenities require new services that alter rural living patterns.