Chihuahua expands role in Mexican tourism and sotol production

Chihuahua is emerging as a major destination for incentive tourism in Mexico, leveraging its historical sites, culinary offerings, and unique landscapes. The state offers corporate integration activities ranging from cultural tours in Chihuahua City to desert adventures in Ciudad Juárez, such as sandboarding in the Samalayuca Desert. The Chepe Express train serves as a key logistical asset, providing high-end hospitality and business connectivity between destinations.

In the spirits sector, Mexico's sotol industry is seeing significant activity, with Chihuahua, Coahuila, and Durango serving as the primary producers. According to Roberto Palacios Cabral, president of the Consejo Nacional de Productores de Sotol, the combined production capacity reaches up to 500,000 liters annually. Chihuahua holds the largest share with 65 percent of production, while Coahuila contributes approximately 15 percent.

The market is heavily driven by international demand, with roughly 80 percent of produced sotol being exported, primarily to the United States. While Coahuila currently produces between 25,000 and 30,000 liters per year, there is potential to increase that volume to 100,000 liters. Production levels remain subject to the natural cycles of the wild plants used to create the spirit.