Mexico is actively working to promote the development of its “Pueblos Mágicos” the Magical Towns, with a strategy to to enhance their appeal, and drive tourism as an engine the economic growth of these small and culturally rich centres, an initiative that aims to both celebrate Mexico’s unique heritage and also alleviate pressure on popular coastal resorts and is strengthening their appeal and value with the implementation of a sustainable plan.
The “Pueblos Mágicos” are localities designed by the Ministry of Tourism, for their natural beauty, cultural richness, history, architecture, traditional festivals, local cuisine, crafts, myths, legends, tales, popular customs, and unique artistic expressions, with the goal of promoting tourism development across the country also in small and medium centres. Currently there are 177 “Pueblos Mágicos” across Mexico, include the towns of Loreto in Baja California Sur, Sayulita in Nayarit, Tulum in Quintana Roo among many others and each offering a unique experience.
These Mexican centres welcomed over 15 million visitors in 2024, generating billion of pesos into local revenues and creating numerous jobs in places where opportunities are generally limited.
With the aim of transforming the “Pueblos Mágicos” into true engines of local development, Mexico’s Ministry of Tourism (SECTUR) has finished its first phase of program designed to help its ““Pueblos Mágicos”, grow their sustainability while benefitting the local communities.
The program to develop them further is called the "National Strategy to Strengthen the Pueblos Mágicos", and it has completed its first step in gathering data from every centre creating relevant and useful files.
With this move under the leadership of the Secretary of Tourism, Josefina Rodríguez Zamora, the country has completed an important milestone: the technical collection of information in the 177 destinations that make up this program with the aim to improve quality, protect each town’s culture and traditions, and bring economic benefits to residents.
This initiative is part of the national strategy to enhance the tourism sector in Mexico aligned with the policies of the government headed by President Claudia Sheinbaum Pardo.
The plan is structured around five key pillars : sustainability, infrastructure, promotion, professionalization and marketing.
Now that Phase I, the data collection portion of the program is complete, the plan will now launch new infrastructures projects, expand online promotion, provide more training for tourism workers and encourage events during the off season months.
Secretary of Tourism Josefina Rodríguez Zamora stated that in this administration, tourism is seen as a generatorof shared prosperity, and today more than ever, Mexico is working toward tourism industry that generates jobs and well – being in resident communities, making them part of the good news sector.
Strategic partnerships and innovation are key drivers of this plan, a highlight is the articulation with private sector entities such as BBVA, for advertising and financial trainer, VISA, to study how tourists spend money in the country and the publishing house México Desconocido, a media partnership that promotes over 200 tourism and cultural events across Mexico.
These alliances will facilitate the baking sector penetration and training of tourism providers, promoting digitalization and access to financial tools for local entrepreneurs.
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