Mexico's Ministry of Tourism (Sectur) has completed the first phase of its National Strategy to Strengthen Magical Towns, finishing data collection for all 177 designated Pueblos Magicos (Magical Towns). The comprehensive information gathering will inform public policies aimed at improving tourism quality while preserving cultural traditions and generating economic benefits for local communities.
The strategy operates on five pillars: sustainability, infrastructure, professionalization, promotion and marketing.
"In this administration, tourism is seen as a generator of shared prosperity,” said Josefina Rodríguez Zamora, Mexico’s Secretary of Tourism. “Today, more than ever, we are working toward a tourism industry that generates jobs and well-being in resident communities, making them part of the good news sector."
Sectur has established several partnerships to support the program's implementation. The Sectur-BBVA alliance provides 150 million pesos annually in advertising and facilitates banking services for tourism providers.
A strategic alliance with Visa enables technology-based analysis of international tourist spending patterns in Mexico, to help promote Mexico more effectively and improve payment options for travelers. A partnership with Mexico Desconocido has promoted more than 200 tourism and cultural events across 17 states, with 243 events published online, increasing visibility for Magical Towns to encourage visitation.
Two new initiatives aim to distribute tourism more evenly throughout the year. The National Sports Tourism Policy has coordinated with seven states and the Magical Town of Zacatlan to host 42 sporting events, generating an estimated economic impact of 583.1 million pesos. The Magical Color Routes program has received applications from 170 municipalities, with 48 agreements signed and 13 projects completed.
With Phase I complete, Setur will launch targeted infrastructure projects in Magical Towns, expand online promotion efforts, provide worker training programs and organize events to attract visitors during traditionally slower periods. The ministry aims to help each Pueblo Magico develop sustainable tourism while maintaining its distinctive identity and supporting local residents.
Editor’s Note: This article was generated by AI, based on a press release distributed by Mexico’s Ministry of Tourism. It has been fact-checked and reviewed by a TravelAge West editor.
