Mexico celebrates 25 years of Pueblos Mágicos tourism program

Mexico is celebrating the 25th anniversary of the ‘Pueblos Mágicos’ program, a national initiative designed to diversify tourism by highlighting the cultural, historical, and natural assets of specific localities. Tourism Secretary Josefina Rodríguez Zamora noted that the program is entering a new stage focused on ‘Shared Prosperity,’ aligning with the vision of President Claudia Sheinbaum Pardo to use tourism as a tool for community development and economic well-being.

In 2025, the Pueblos Mágicos program generated an estimated economic impact of 35.275 billion pesos. Various states are implementing localized strategies to bolster this sector. In Puebla, the 12 designated towns attracted 3.9 million visitors between January and September, contributing 3.864 billion pesos to the economy. In Baja California Sur, officials are promoting Todos Santos, Loreto, and Santa Rosalía to diversify tourism beyond traditional beach destinations. Meanwhile, in Guanajuato, authorities are emphasizing the unique identities of its six designated towns, such as Dolores Hidalgo and Mineral de Pozos.

Efforts are also being made to address disparities in visitor flow. In the State of Mexico, officials aim to balance promotional efforts between highly consolidated destinations like Valle de Bravo and lesser-known towns like Aculco and El Oro through collaborative work between government and the private sector.